Specialist in strategic innovation, responsible design and AI integration.
Design Strategy & Innovation Practice helping leaders, SMEs & education partners innovate responsibly and creatively.We deliver research-led training, leadership development, and digital transformation programmes using the PBEE® Design Thinking Framework. Creator of the PBEE® Design Thinking Framework and researcher in rural enterprise, leadership and digital transformation. Delivering high impact
consultancy, leadership programmes and innovation training for corporates, SMEs, government bodies, universities and enterprise agencies.
03/12/2025
The International AI Summit takes place on 11 December in Brussels and it’s one worth paying attention to.
Ireland is playing an increasingly significant role in global AI governance, and Minister Niamh Smyth (Minister of State for Trade Promotion, Artificial Intelligence and Digital Transformation) will join as one of the keynote speakers. Her contribution reflects Ireland’s growing positioning in both AI innovation and responsible, human centred regulation.
What’s particularly interesting this year is the shift in tone. After a long period dominated by compliance discussions, the conversation is now moving toward innovation, capability building, and practical implementation, alongside the latest adjustments to the AI Act.
There will also be a valuable discussion on AI infrastructure: a complex paradox for every country. We need scalable infrastructure to enable growth and competitiveness, yet AI’s energy and water demands raise essential questions about sustainability, resilience, and long-term resource management.
Another key theme is the global digital divide. Speakers including Jason Slater (UNCTAD), Michel Kerf (World Bank) and Alison Gillwald (Research ICT Africa) will explore how international cooperation can support equitable access, shared standards, and inclusive digital transformation , a crucial dimension often overlooked in AI debates.
For anyone working in innovation, policy, or organisational AI strategy, this summit will offer important signals about where global AI governance and capability building are heading next.
Working with various industries over the past few months on their digital transformation programmes, I’ve seen similar challenges; overworked teams, outdated systems, and leaders who know they need to modernise but don’t know where to start. With new AI tools coming on the market every other day, managers (especially those in SMEs) are becoming overwhelmed leading to inaction. Digital transformation does not need to feel overwhelming, you just need a plan. Some practical tips that consistently deliver results are;
1.Map the bottlenecks before buying any new tools.
Most digital inefficiencies come from workflow problems, not technology problems. A diagnostic can reveal where the real issues are, and what will have the biggest impact for your organisation quickly.
2. Start small, automate one process, not ten at a time.
The fastest savings often come from automating simple, repetitive tasks i.e. stock queries, customer follow-ups, booking confirmations, or staff scheduling. One targeted automation can free hours every week.
3. Design and build systems that match how your team actually works.
Digital transformation fails when tools don’t fit the day-to-day reality of staff. Start small, co-design with the people doing the work, and scale from there.
If you are an SME there is help available via the Digital for Business programme run by the LEO's. We have helped several SMEs, from multi-location pharmacies creating a universal system that works for all locations and departments, to traditional manufacturing businesses who want to innovate and digitalise their processes. We map the business model and internal skillset in order to design a plan that works for them which will transform their business and reduce the management overwhelm. We help identify and reduce friction, bottlenecks and design solutions that save time, money and stress. If you are approved the programme is fully funded by the LEO and the support is practical and hands on. (This is specific to Irish SMEs).
If your organisation needs immediate digital clarity, improved systems, or a roadmap that your team can actually implement, we can help. Message me directly, email me at tbf.ie, or reply here and I’ll point you to the best next step.
30/10/2025
Thanks to Technological University of the Shannon, Athlone who invited me to TUS Tipperary Campuses - Thurles & Clonmel to facilitate a session on Customer Discovery for Farm Diversification as part of the AgriNext Erasmus+ project, hosted at the Technological University of the Shannon.
AgriNext (Agricultural and Rural Excellence Incubator and Platform for the Exchange of Competencies) is an Erasmus+ initiative focused on strengthening skills, innovation capacity, and sustainable development in the multifunctional agriculture sector. The project brings together partners from Slovenia, Ireland, Croatia, and Spain to support rural enterprise development and emerging green job opportunities. It is coordinated by BIOTEHNIŠKI CENTER NAKLO in Slovenia.
My session introduced a structured approach to understanding:
• Customers’ situations, needs and motivations.
• How to reframe a farm diversification idea from “a nice offering” into a response to a real need.
• How to conduct better research.
• How to use insight to shape market fit and sustainable business strategy.
At the heart of this session was a focus on rural innovation as lived experience — understanding the realities of farming communities, local identity, place-based value, and the unique opportunity agriculture has to create social, environmental, and cultural impact. (This work forms part of my broader research into rural SMEs, design thinking, and innovation capacity building, particularly in regions where economic development is deeply interwoven with community wellbeing).
What stood out most from the workshop was the ambition and creativity within the group: new tourism experiences, heritage-based education, regenerative agriculture projects, community food initiatives were just some of the projects. The ideas are already there — customer discovery helps ground them, refine them, and strengthen their long-term sustainability.
Thank you to everyone who participated, and to the project partners and coordinators who are championing meaningful rural innovation across Europe.
This is work that matters. Aisling.
29/10/2025
Just back from presenting at the 4th Entrepreneurship Education Share & Learn (EES) Symposium at . Thank you to Margaret Tynan, Paul O’Reilly and Dr Trudie Murray who ran a fantastic event.
I was delighted to share my work on the Sustainable Design Innovation, a values-driven, high-impact module, delivered on the MBA at South East Technological University Grounded in my PBEE™ Framework, the module challenges students to take on authentic transformation projects that integrate innovation, ESG, SDGs, systems thinking, and leadership development — all within their own organisational contexts.
Some of the transformational outcomes emerging from this programme include strategic concept development for government departments and state agencies. Examples include a stakeholder-led data solution for marine protected areas, an enhanced digital interface to support jobseekers and lifelong learning access, and the design of a green finance model to support SDG-aligned lending initiatives. Projects have also explored the commercial potential of brownfield sites for sustainable housing and prototyped new stakeholder platforms for traceability and transparency in support organisation funding. The current cohort is working on several place-based innovation challenges, particularly relevant for rural and regional enterprise contexts.
What we’ve learned? That empathy and insight, when scaffolded by a robust framework, leads to confident, strategic action with real impact outcomes. Students commit more deeply when they can see real impact and when they start thinking about the importance of psychological safety, giving voice to values and understanding failure as a learning mechanism, not something to be avoided. Aisling
22/09/2025
When we talk about innovation, the focus often drifts to global hubs and tech centres. But real, lasting transformation begins in place — in towns, rural regions, and with the SMEs that form the backbone of our local economies. At our recent retail innovation programme in Gorey with Wexford County Council and Local Enterprise Office Wexford , I was struck by the example of Ecokinly, an Irish brand creating sustainable reusable products. Their work is more than good business — it’s leadership in the circular economy.
Ecokinly is challenging the disposable product spend pattern, tapping into both a market opportunity and a societal need. Their solutions directly connect to government policy — including the target to reduce nappy waste by 20% by 2027 — and align with European Circular Economy legislation that prioritises waste reduction, reuse, and sustainable consumption.
This is innovation in action:
SDG 12 (Responsible Consumption and Production): creating alternatives to single-use products.
SDG 13 (Climate Action): reducing carbon and waste impact through everyday choices.
SDG 11 (Sustainable Cities and Communities): making local retail and consumer behaviour part of the solution.
Place-based innovation ecosystems rely on the quadruple helix (business, research, government, citizens). Ecokinly sits squarely in this — providing sustainable products for citizens, supporting government policy, and opening opportunities for collaboration with researchers and local retailers.
The future of rural towns and SMEs isn’t about waiting for innovation to arrive from elsewhere. It’s about recognising that the seeds of transformation are already here — and scaling them through collaboration, policy alignment, and ecosystem thinking.
What inspired me most in Gorey was seeing local businesses and retailers come together — not as competitors, but as collaborators — to imagine how innovation can strengthen their town, their region, and the communities they serve.
22/08/2025
Hi, if we haven't met in persion, I'm Aisling. From AI integration to human-first design, I help rural SMEs, educators & policymakers build strategies that work in real life.
🔬 I’m the creator of the PBEE Design Thinking Framework, a registered EU Expert, and a PhD researcher focused on innovation outside city centres. (I also lecture in various universities including on SETU's MBA programme. I lecture in sustainable design strategy for innovation, responsible leadership and ethics).
Whether I’m in the classroom, the boardroom, or a co-op in the countryside — my work centres real people, real places, and real challenges.
Follow along for practical tools, research-backed insight, and ideas worth trying in your own community or team.
29/07/2025
Attn Wexford retail businesses. Place-Based Innovation is coming to Gorey. On Friday, 19th September, we’re excited to partner with Local Enterprise Office Wexford, County Wexford Chamber, Wexford County Council, and a brilliant collective of Gorey Retailers for the next phase of our innovation programme — one designed not just for businesses, but for the places they call home.
Following the powerful momentum in Wicklow Town, this next iteration of our PBEE Framework brings together creativity, collaboration, and community. This programme is about more than just growth — it’s about reframing rural retail as a powerful ecosystem. We’ll explore what’s possible when independent retailers move beyond solo strategies and start building a shared vision.
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Digital Marketing Agency, consultancy, websites, brand design, SEO optimisation, strategy, Google partner, social media, brand building, services and training, clients include gov bodies, private, universities. Founded by Aisling Hurley MSc (Digital Marketing Scientist). Aisling is an Ernst & Young Nominee and has won various regional and national business awards including Business Person of the year, Small Firms Awards finalist, All Ireland Marketing Awards finalist etc. Experienced serial entreprenuer including co-founder of the internationally trading Teamwoodcraft specialist joinery (markets in USA, Canada, mainland Europe & Russia). She is also a member of the Going for Growth women entrepreneurs programme (since 2008) and a member of the British & International Association of Women Entrepreneurs.
She is a certified consultant, advisor, mentor and enterprise trainer. She has undertaken assignments in a broad range of sectors including: Pharma industry, Airline industry, Rural Enterprise, Gaming & Leisure Industry, Rural Development, Craft Industry, Food Industry, Education Industry, Digital Marketing Industry, Tourism Industry.
Aisling is an approved business consultant, advisor/mentor and trainer for numerous enterprise and organisational development agencies and bodies in Ireland (e.g. ACT Ireland Wales EU Project, Wexford LEO, Kilkenny LEO, Tipperary South LEO, Waterford LEO, Louth LEO, Gaming & Leisure Skillsnet, DCU Ryan Academy, DCU Start, etc) Other clients include British Airways, HSS, Crest Solutions, SFA Skillnet, the Irish Greyhound Board and Restaurants Association of Ireland. She has designed and delivered rural enterprise business development programmes for Local Enterprise Boards including the Create Kilkenny Craft Business Development Programme and Made in Waterford Craft Business Development Programme.
Aisling has a strong reputation for measurable result-driven interventions. She has a unique practical perspective having previously built a rural (and traditional) business into one that trades internationally. She was asked to present her case study to a visiting Malaysian Government Delegation in 2012 who were interested in learning how to market their traditional rural crafts industry. This work was taken back to Malaysia and used by a Professor of Entrepreneurship.
Due to her unique entrepreneurial acumen and academic qualities Aisling is a sought after consultant/advisor and has spoken at the National Women’s Enterprise Day and Small Firms Association National Conference. She regularly appears as a business commentator and contributor on various Radio stations including RTE Radio 1, Newstalk, Midlands 103, Beat, Today Fm, WCLR FM, KCLR FM, Clare FM. She has been featured in all the print media broadsheets and various magazines. She has also appeared on TV. She is a regular commentator on issues that affect rural business.
She has carried out many assignments for clients including individual enterprise development projects, enterprise and management training, enterprise and organisational consultancy, project evaluations, education, management and business development. Her area of expertise is in Digital Marketing, in particular – Search Engine Optimisation.
Qualifications:
MSc Digital Marketing
BSc Equine Science
H. Dip Teacher Training in Advanced Information Technology
NUI Maynooth Certificate in Training and Continuing Education
SEO Expert Rated
Hootsuite Certified
Google Certified
HTML Programming Master
MOUS Master Instructor Microsoft
Professional Bodies:
Member Britain Ireland Trading Association.
Member SFA.
Member Irish International Business Network
Member Going for Growth Women Entrepreneurs
Areas of Professional Competencies:
Digital Marketing
Enterprise Support Projects & Training
Strategy Formulation
Business Plans
Project Development and Implementation
Organisational Development
Project Evaluation Reports
Sourcing national and EU-funding
Client Sectors:
Airline Industry
Pharma Industry
Enterprise Support & Education
Rural Development
Craft Development
Product Development
Community Development
Third level Education sector
Services
Manufacturing
Other:
NWED Speaker 2019
SFA/IBEC Speaker 2019
Irish Content Marketing Awards finalist 2018
NWED Speaker 2018
Comic Con Panel 2017
Irish Rural Network spokesperson on Rural Broadband 2014-2015 (Voluntary)
Irish Blog Awards Judge 2014
Irish Blog Awards finalist 2012
Ernst and Young Entrepreneur Nominee 2011
Business Person of the Year Award 2009
Small Firms Finalist 2009
All Ireland Marketing Awards 2009
Chamber Enterprise Award 2009
Network Business Woman of the Year Awards 2008
Chamber Enterprise Award 2008
Enterprise Award 2007
Enterprise Award 2006
Speaker National Women's Enterprise Day 2011
Going for Growth Ambassador 2010 - 2012
Chef d'Equippe All Ireland Musical Ride Team 2010-2011
SFA speaker National Conference 2010
Laois Network President 2008
Laois Chamber Board 2008
National Youth Council of Ireland steering committee 93/94
National Youth Council of Ireland (Macra Rep) 92/93
Macra Na Feirme National Council Representative 92/94
