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Case studies / 10 projects

The work, with the
numbers attached.

What the situation was, what I actually did, and what came out of it.

The two companies I closed and the equity I walked away from are in here too. Those taught me more than the wins did, and they're the reason I can tell a room what doesn't work.

Explore the work ↓
Rui Vas teaching on the blue Mindvalley stage
Deep tech. Real-world lessons.
3,000+

People taught to build and create with AI

9.1/10

Speaker rating across 290+ responses

−2 → 61

NPS lift on a flagship AI program

3

Companies founded, 2 of them closed

Teaching, training
and advisory.

Technical depth.
Human delivery.

01

Mindvalley, AI Mastery

Community expert, then live instructor · flagship $8K AI program · 1,000+ students
Teaching at scale
9.1/10Speaker rating, 290+ responses
−2 → 61Program NPS
119Post-class ratings of 9 or 10
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The situation

AI Mastery is Mindvalley's flagship AI program. Hundreds of students, hundreds of questions a week, and a program NPS sitting at −2. Most of those questions had the same thing underneath them: people felt behind and were nervous about saying it out loud.

What I did

Started as community expert, answering hundreds of student questions every week. That volume forced me to learn faster than any course would have. Then I got picked to teach live, and picked again. I rebuilt the hard parts as schematics: how RAG and vector stores hold memory, how Claude splits into chat, cowork and code, what Git and GitHub actually do. Breakout rooms every session, so nobody sat alone with a broken setup.

What came out of it

9.1/10 across 290+ post-session responses, 119 of them rated 9 or 10. Program NPS moved from −2 to 61. Nominated top speaker. One student wrote that it was the clearest description of RAG and vector memory she'd seen after several theory courses.

02

FEUP, training the engineering faculty

Generative AI workshops · Faculty of Engineering, University of Porto · via SuperOperator.ai
Faculty training
FacultyTrained at one of Portugal's top engineering schools
Prompting → agentsScope of the curriculum
Read the storyClose the story
The situation

FEUP is one of Portugal's top engineering schools. Their faculty teach engineers for a living, and they wanted their own people fluent in generative AI before it turned up in every classroom and lab (which it did).

What I did

Built hands-on training for people who already think rigorously: prompting, then working with models on their own material, then agents. Everything ran live in the session on real work, so the tools got tested against the exact objections engineers raise.

What came out of it

An engineering school picked an outside trainer to teach its own engineers, which is the harder sell of the two. It also opened the door to the AI education work I'm doing now with universities and education hubs.

03

Canonical, product for Kubeflow and MLOps

Product Manager, AI/ML and MLOps · London, 2020 to 2021 · reporting to Mark Shuttleworth
Product & open source
#1Kubeflow docs contributor outside Google
1,000People in the live Kubeflow session
Dell · Lenovo · NVIDIAPartners I ran webinars with
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The situation

Canonical publishes Ubuntu. They hired me to run product for their AI/ML and MLOps line, which in practice meant Kubeflow: the open-source project Google's Vertex AI is built on. Two constituencies to serve, the Kubeflow community and Canonical's commercial strategy, and they don't always want the same thing.

What I did

Met Mark Shuttleworth, Ubuntu's founder, daily for a year. He coached me on serving an open-source community honestly while still serving the company funding the work. I led product, go-to-market and the OSS contribution side, wrote a large share of the documentation myself, presented Kubeflow live to 1,000 people, and ran webinars with Dell, Lenovo and NVIDIA.

What came out of it

I became the #1 contributor to Kubeflow documentation outside Google. It's also where the current mission came from: if writing docs could reach that many engineers, teaching could reach a lot more people than that.

04

Anchor Healthcare, generative AI advisory

AI advisor · healthcare · ongoing
Advisory
2MPatient touchpoints, the goal we're working toward
OngoingStrategy, tooling and adoption
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The situation

Healthcare has the tightest constraints and the most to gain. Anchor wanted generative AI inside workflows that touch actual patients, working toward 2 million patient touchpoints.

What I did

I advise on strategy, tooling and adoption: which workflows are worth automating first, which ones to leave alone, and how to get clinical and admin staff to actually use what gets built. Adoption is usually the hard part, not the model.

What came out of it

Still in progress, so I'll be precise: 2 million touchpoints is the target we're building toward, not a result I get to claim yet.

05

SuperOperator.ai, putting AI into companies

Co-founder, with Andre Albuquerque (ex-Google, VP Product at Kitch and Glovo) · 2025 to today
B2B consulting
5Client organizations to date
4Sectors: education, food, industry, banking
Read the storyClose the story
The situation

After every talk, someone asked the same question: fine, but how do we put this into our workflows on Monday? A keynote can't answer that properly. So Andre and I built the arm that can.

What I did

Co-founded the consulting side, which goes into companies and implements AI where the work actually happens. Clients so far: FEUP, Lusiaves, SuperModular, Strato Automation and BIG Bank. Higher education, food production, industrial automation and banking.

What came out of it

5 organizations across 4 sectors, and a steady feed of real implementation problems that goes straight back into what I teach on stage. It's the reason my examples are current instead of recycled from a conference talk I saw.

06

Ainauts Space and the Ainaut Program

Founder · private community + 6-week cohort program · first cohort 2026
Community & cohort
13Students in cohort 1
~€9KSales from 4 weeks of promotion
6 weeksProgram length, hands-on throughout
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The situation

People finish an AI course excited, go home, and hit the first error message alone. Two weeks later the habit is gone. I wanted the group itself to be the product.

What I did

Launched Ainauts Space as a private community, then designed the Ainaut Program around it: 6 weeks, hands-on, cohort-based, built so people ship something real and have witnesses when they do. Ran 4 weeks of promotion before cohort 1 opened.

What came out of it

13 students and roughly €9,000 in sales off 4 weeks of promotion. Cohort 1 stayed deliberately small, small enough that I could teach every person in it properly and watch what broke.

07

Lisbon AI Summit, “Thrive in Change”

Keynote · Lisbon AI Summit 2026 · 300+ in the room
Keynote
300+People in the room
20–45 minKeynote format · English / Português
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The situation

An AI summit audience has already heard every version of “AI will change everything.” I had the stage, 300+ people in the room, and wanted them leaving with something they could do on Monday.

What I did

Built the talk around rugged flexibility: a stable identity paired with the ability to adapt fast. Half field report from someone who's been in AI since the EPFL robotics labs in 2016, half practical map. I've since opened the European Innovation Academy accelerator with a version of it.

What came out of it

Nuno Couto messaged me afterwards to say it was the best talk of the summit that day, “com a dose certa de insights práticos” (with the right dose of practical insights). It's now my signature keynote, in English or Portuguese.

Building companies.

The wins. The closures.
The lessons that stuck.

08

Radiobooks, AI audiobooks for small markets

Founder · 2021 to 2023 · AI text-to-speech · closed
Venture · closed
€300 → €10Cost per finished audiobook hour
6,000QR stickers, one motorbike, a few thousand sign-ups
€100K → 0In about 2 years. Then I closed it.
Read the storyClose the story
The situation

In 2020 Portugal had fewer than 30 audiobooks. For the entire country. Studio production ran about €300 per finished hour, so the catalogue math never worked for a small language market.

What I did

Built an AI text-to-speech pipeline on Azure TTS and SSML and got production down to roughly €10 per hour. Sold proof-of-concepts to LeYa, Porto Editora, Clube de Autores and Bookwire (a European distributor with 700,000 books). Built an Audible-style B2C app for Portugal. Then rode my motorbike around Portuguese cities putting up 6,000 QR-coded stickers, which brought in a few thousand sign-ups.

What came out of it

ElevenLabs cracked end-to-end neural TTS and beat my whole stack. The POCs never converted. Five months of due diligence ended with the fund pulling out at the last minute. I went from €100,000 in the bank to zero in about two years and closed the company. I did publish one of the first AI-generated audiobooks on Audible afterwards, at the ai.pt venture studio, and it passed their humanity test. The lesson I still use: being right about the market doesn't save you if you bet on the wrong layer of the stack.

09

TechOS, pricing software work with AI

Founder · Palo Alto, 2018 · freelancer marketplace · closed
Venture · closed
200+Prospects, devs and CXOs interviewed
14 weeksFounder Institute Silicon Valley, pitching weekly
Too earlyThe 2018 models couldn't do it yet
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The situation

Software work has no standard price. The same project quotes wildly differently depending on who you ask, and buyers have no way to judge quality up front. I wanted AI to read a codebase and put a defensible price and quality bar on the work.

What I did

Moved to Palo Alto and went through Founder Institute Silicon Valley: 14 weeks, pitching every single week (also how I learned exactly what burnout feels like). Interviewed more than 200 prospects, developers and CXOs across the US, UK and Switzerland.

What came out of it

Too early, plainly. In 2018 the models couldn't price a developer off their codebase, and no amount of customer development fixes a capability that doesn't exist yet. I closed it and came back to Portugal, where Founder Institute invited me to co-direct the Portugal cohort. I spent that year coaching founders twice my age.

10

Leadzai, finding the break in the funnel

Head of Growth · 2019 · generative AI for ads, €7M+ raised
Growth · walked away
€7M+Raised by the company at the time
Front endWhere the funnel was actually breaking
Read the storyClose the story
The situation

Leadzai had raised over €7 million for generative AI in advertising, and had a conversion problem nobody had managed to locate.

What I did

Mapped the funnel end to end and found the break: the front end was losing people before they ever reached the product. Redesigned it.

What came out of it

The funnel work stood. My equity didn't, because it was promised out loud and never written down. So I walked. Cheapest expensive lesson I've had: if it isn't in the contract, it doesn't exist.

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