Empowering small businesses to reclaim time and accelerate growth through AI-powered automation | Inventor | Keynote Speaker

I lead enterprise AI adoption — turning ambition into execution.

With over 25 years guiding organizational transformation across industries, I’ve seen how the best processes, approaches, and technology fails without alignment, clarity, and a clear path to measurable impact. My work focuses on helping enterprises define what AI should do for their business, not just what it can do.

I specialize in building frameworks for responsible, scalable AI adoption that connect strategy, operations, and people. This includes:

Designing AI adoption roadmaps aligned with business goals and governance

Translating technical possibilities into clear, actionable business outcomes

Building cross-functional alignment between leadership, operations, and IT

Coaching teams to develop AI literacy and operational confidence

Heidi 💡 Araya

Growth-focused, hands-on product leader with 15+ years building and scaling fintech and consumer products through applied AI and user-centric design, including two successful exits. I’ve led product organizations from early growth through enterprise scale, including NinjaTrader (acquired by Kraken for $1.5B), where I drove innovation and evolution of the world’s largest retail futures trading platform, and Alight, where I helped transform the digital experience and GTM message ahead of its ~$7B public listing. My background spans B2C and B2B platforms, with deep experience in monetization, engagement, experimentation, and platform modernization.

More recently, my work has focused on applied AI, shipping products that embed intelligence directly into core workflows and drive measurable outcomes. Examples include launching an LLM-powered concierge at FoundersCard that drove a 370% lift in member benefit engagement, and leading AI-driven trader engagement initiatives at NinjaTrader using recommendations, coaching, and education tooling to improve trader outcomes and mitigate risk. 

Earlier in my career, I spent 10 years at American Express leading global acquisition and engagement platforms across international markets, improving CAC efficiency, lifetime value, and customer spend at scale.

Areas of expertise include:
Product strategy & discovery · AI-enabled product development (LLMs, personalization) · Growth & monetization · Experimentation & analytics · Fintech & consumer platforms · B2C and B2B · Go-to-market & lifecycle

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The Battle

Heidi 💡 Araya

Michael Krafft

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