My Journey
I make AI make sense.
For the people who were never supposed to be in the room.
I came to the UK from Spain in 2013 with a journalism degree, no job, and genuinely no idea what gherkins were. I worked in a factory, cleaned toilets at weekends, spent three and a half years at McDonald’s, and eventually talked myself into believing I was capable of something more. That took longer than it should have.
Today I speak at conferences across Europe about AI governance — what it means to adopt this technology responsibly, who gets left behind when you don’t, and why the gender gap in this field isn’t an accident. I created the MATRIZ framework for organisations trying to do this properly, and I’m writing a book for the women who were never told this technology was for them.
I don’t have a technical background. I have something rarer: I know how to make this make sense to people who’ve been made to feel it’s above them. And I’ve decided that matters more than most people in this space want to admit.
What I do
I speak, write, and consult on AI governance and what responsible adoption looks like in practice. I work with organisations navigating the gap between using AI and governing it properly — and with audiences who need someone to say the quiet parts out loud. My MATRIZ framework gives teams a structured way to close that gap before the EU AI Act enforcement in August 2026 makes the cost of ignoring it very clear.
In 2022, Azahara received the Digital Marketer of the Year award and was recognised as an AI Specialist Finalist in 2025 by the Digital Women Awards, marking her as a leader in the field. Her work focuses on addressing AI bias, promoting digital inclusion, and helping organisations implement AI strategies that are both effective and ethical. Through her speaking work, she is helping a new generation of diverse professionals find their voice in shaping the future of technology.
The Transformation
How I got here
My real career — the one I recognise as mine — started the day I walked into Brighton SEO and realised: if some of the people on that stage could do it, so could I. That’s honestly been the story of my life. Confidence doesn’t come from believing in yourself. It comes from realising that you are just as capable as the people already in the room.
Embracing AI as a Non-Technical Professional
I started speaking about marketing and AI because that's where I was working. But something shifted when I found myself inside a large organisation watching AI land in real time — senior leaders pushing people to use tools they'd never been taught, managers suggesting that when someone left, maybe AI could just absorb their role, and colleagues — mostly women — saying things like "I didn't know we were allowed" or "that's not for me." That's when I understood what I actually wanted to say. Not just how to use AI. But why the people being told it isn't for them are exactly the ones who need to shape it.
Values
Guiding Principles Behind My Work
Resilience
From navigating the challenges of the 2008 financial crisis to reinventing my career in a foreign country, resilience has been the foundation of my success.
Lifelong Learning
My journey from journalism to marketing and AI is proof that learning never stops. Continuous learning is key to innovation and growth.
Innovation
Whether it's optimizing campaigns or developing new ways to engage audiences, I believe that innovation is the engine of success in the digital age.
Integrity
I’ve learned that maintaining integrity—whether in leadership, collaboration, or decision-making—is essential to building trust and achieving long-term success.
Empathy
I aim to understand the unique needs and goals of my clients and audiences, delivering personalized solutions that resonate on a human level.
Empowerment
I am passionate about empowering others—whether it’s inspiring future leaders through public speaking or guiding businesses in adopting AI to transform their marketing strategies.
My Team
Meet Our AI Experts
Achievements
Embracing the Extraordinary Everyday. Impactful Contributions and Recognized Excellence
2022 marked a pivotal moment in my career. I was honored with the ‘Digital Marketeer of the Year’ award by the Digital Women Awards and was recognized as one of the ‘Women to Watch 2023.’ These achievements reflect not only my professional growth but also my dedication to innovation in marketing.
As I continue to explore the world of AI and its impact on marketing, I remain committed to helping businesses leverage these technologies to drive success.
"AI is not a technology problem. It's a strategy problem. I help organisations remember that."
Azahara Corrales
Contact Me
Want to work together?
Whether you’re looking for a speaker, thinking about AI governance for your organisation, or just want to follow along — I’d love to hear from you.
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