Approach
We are neither “AI positive” nor “AI negative”.
We are driven by our values: honesty, independence, justice, and inclusion. And of course, we love innovation and change that benefits entire organizations.
With these values behind us, we provide no-hyped advising and training on AI use, development, and compliance, as well as novel services like fairness testing. We want you to be able to make the most informed decisions that you can around the AI systems that your employees use, the ones you ban, the innovative pilot studies you roll out, and how you communicate your own AI product’s performance and accountability to your clients.
AI can benefit or chip away at your operational goals, support or weaken your principles and reputation, and sometimes both. This is exactly that potential that is most exciting for us.
We are also a social entrepreneurship, meaning a portion of our time and services is reserved for NGOs whose work we want to amplify: such as Sammen om en jobb, supporting international job-seekers in Norway; Skeiv Verden, advocating for queer people with minority backgrounds, and AInclusion, bringing a focus on gender and inclusion to the AI environment in Trondheim.
Ley Muller (PhD, AIGP)
Founder and CEO
I have worked with AI governance since 2020: starting and leading the first AI/ML team at the Norwegian Institute of Public Health, serving as AI methods expert to a European Panel on Science and Technology project, creating municipal-focused generative AI training programs, and responsible for AI governance as a senior AI product manager.
I am the only Artificial Intelligence Governance Professional in Norway, certified by the International Association of Privacy Professionals.
I also sit on Norway's national AI standards committee and lead the working group to ensure Norway's voice is heard in the development of risk management and quality management standards. I sit on the European JTC-21 committee creating harmonized standards to presume conformity with the EU AI Act. Finally, I'm an ISO/IEC 42001 Artificial Intelligence Quality Management Systems lead auditor.
I work with AI systems because I love people, change, and improvement, and holding ourselves to high standards.
I am trained as a public health methodologist with a PhD in addiction treatment, so I get very excited by evaluations and data-driven decision-making. I also lead Nordic Women in AI Governance and am the Research and education lead for Women in AI Norway.
Originally from the US, with family in Australia, and have lived in Austria and Germany. Now I’m settled down in Trondheim, Norway, with my partner and lots of snow.
I founded Values-driven AI in September 2025.
Joo Helena Hansen
Organizational Developer
I am a seasoned organizational developer, change-maker, and facilitator. I have held leadership and board positions in Norwegian NGOs for nine years, where I have created and scaled up diversity training programs. I also founded the world’s first - and still the largest - pride event for children! My formal education is in pedagogy, and I bring exceptional training and capacity-building skills to Values-driven AI.
I moved from Denmark to Norway in 2013.
Joo Helena Hansen
Organizational Developer
I am a seasoned organizational developer, change-maker, and facilitator. I have held leadership and board positions in Norwegian NGOs for nine years, where I have created and scaled up diversity training programs. I also founded the world’s first - and still the largest - pride event for children! My formal education is in pedagogy, and I bring exceptional training and capacity-building skills to Values-driven AI.
I moved from Denmark to Norway in 2013.
Mariam Sidibeh
Business developer
I am a governance and sustainability professional with over 20 years of international experience in highly regulated sectors across Norway, the United Kingdom, and the United Arab Emirates.
I hold an MSc in Sustainable Technology from Imperial College London.
My background spans oil and gas, engineering, and the London local government sector, with a focus on governance, compliance, human factors, and safety-critical operations.
Outside of my professional work, I enjoy hiking, travelling, and creative projects with my daughter.
Soheyla Mirshahi (PhD)
AI product and technical lead
Most AI projects stall between proof of concept and production. I help start-ups close that gap, building AI products that are technically sound, deliverable, and compliant with EU AI Act requirements from day one.
I have a PhD in Computer Science, over a decade of experience across AI research and product delivery, and a hands-on track record of shipping GenAI products in regulated markets, including healthcare and fintech. I work with LLM-based systems, RAG architectures, and voice AI platforms across multiple markets.
For investors and their portfolio companies, I provides early-stage technical feasibility assessment, governance and compliance frameworks that do not slow delivery, and the cross-functional alignment between engineering, legal, and leadership that determines whether an AI product actually reaches market.
I'm also an AI faculty member at LIMAK Austrian Business School, where I teach an executive AI MBA programme for senior leaders, and lecture on responsible AI and leadership. I previously previously led AI product development at InTouch, a healthcare voice AI startup named a Top 10 Innovator of the Year 2025.
“You learn so much in Ley’s workshops. She has a particular strength of being able to adapt both themes and the ways she teaches to her participants, and keeps things open for dialogue and discussion. This really leads to a strong level of engagement, and to participants understand how these high-level issues of AI are actually relevant to our work.”
Norwegian Institute of Public Health