# Build with AI instead of just buying it

> Singapore AI consultancy founded by Uli Hitzel. AI strategy, teams and systems for manufacturing and operational technology, energy storage, healthcare and business functions.
>
> Source: https://www.naida.ai/
>
> Version: 1 (2026-11-10)

naida is an AI consultancy in Singapore, founded by Uli Hitzel. We help companies build their own AI capability: the strategy, the team and the systems.

Projects range from a working prototype built in one day to an in-house AI team set up over several months.

## What we do

- **Strategy with senior leadership.** We work with the C-suite on where AI fits in the business, what to build first and how to measure it.
- **Interim roles to set up new functions.** We take on the lead role while a new AI function is set up, for example an AI centre of excellence: its mission, how projects are selected, the first hires, a faster approval route for prototypes, and how finished prototypes are handed over to the teams that run them.
- **Hands-on engineering.** We design and write the software ourselves, from prototypes to platforms that run in production, and work directly with the client's and the manufacturers' engineers.
- **Training and workshops.** Programmes and workshops for leadership teams, managers and technical staff, in which participants work on their own business problems with the AI tools they will use afterwards.

## Expertise and industries

- **Strategy.** Where AI fits in the business, what to build first, and how to bring scattered pilots, vendors and budgets into one plan.
- **People.** Training for leadership, managers and technical staff, AI champions in each team, and the roles needed to run AI in-house.
- **Technology.** Prototypes and production systems, connected to existing software and data, and to operational technology (OT): the machines, controllers and sensors on the shop floor and on energy sites.
- **Business functions.** AI for marketing, sales, legal, finance and HR.
- **Industries.** Manufacturing, energy storage, healthcare, financial services, consumer goods and retail, and the public sector.

## Partners

Morgan McKinley · Org · ELGO · Electric Minds · Zuhlke Engineering