Diagnose
We interview your teams and map how they work, then find where AI will pay off. No generic maturity matrix.
Toni Dos Santos · AI advisor, founder & author
I help teamsactually use AI.
Hands-on AI adoption for work — through an operating practice, a book, a newsletter and a bootcamp.
Toni Dos Santos
Co-founder, We Call Shotgun! · Author, Teach Them to Drive
Companies I worked with
50+ teams levelled up · 9.5/10 average rating
UTMB
Essilor Luxottica
Adisseo
Bouygues
Eiffage
Vusion
Partnership.Net
DNG Digital Native
Olifan
Ascend Consulting
Warmlist
The point of view
AI adoption is a people problem.
01
Habits beat tools
We guide teams to adopt AI into the way they already work.
02
Train the team you have
You don't need to hire AI experts. Train the people you already have. It's the cheapest way to grow.
03
Made for real work
If it only works in a workshop, it doesn't count. You'll see your team move faster within the first few weeks.
The short version
AI adoption, in plain terms
What is AI adoption?
AI adoption is the work of turning AI tools a company has already paid for into habits its teams use every day. It is measured in workflows that changed and baselines you can defend, not in licences bought or workshops delivered.
- Who
- Toni Dos Santos is an AI adoption advisor and co-founder of We Call Shotgun!, which he runs with Meera Sanghvi.
- Method
- Every engagement runs three gears: diagnose where AI actually pays, enable teams hands-on inside their own tools, then scale pilots with champions.
- Track record
- 50+ teams levelled up, with an average rating of 9.5 out of 10.
- Clients
- L'Oréal, UTMB, Essilor, Vusion, Adisseo, Bouygues, Eiffage, IGN, the Conseil de l'IA et du numérique, DNG Digital Native and Zeliq.
- Tools
- The programmes are tool-agnostic: they run inside the stack a team already has, rather than adding another one.
- The book
- Teach Them to Drive is Toni's field manual for AI adoption, available on Amazon.
- Background
- Fifteen years of change work: corporate banking at Société Générale, BPCE and Crédit du Nord, then product and growth at lemlist, then founding Buska.
- Languages
- Programmes are delivered in English and in French.
- First step
- A free 25-minute intro call with Toni and Meera, with no obligation to continue.
The portfolio
Everything I work on
Five things, in order of focus.
How we work
How we get your team using AI
Every engagement runs through the same three steps.
Enable
Hands-on training inside your tools, on your real tasks. People leave using AI in their daily work, not holding a PDF of notes.
Scale
Pilots run by champions, measured against a baseline, then rolled out company-wide. Numbers you can defend to a CFO.
Book the AI adoption call
25 minutes with Toni & Meera · free
The firm
I don't do this alone.
With Meera Sanghvi, I co-founded We Call Shotgun! We run AI adoption programmes for companies of every size, inside the tools they already use.
If you bought the AI licences and nothing changed, that's what we fix.
What clients say
In their words
“Toni and team are great! They break down the daunting task of how to use AI effectively into bite-size chunks. Their recommendations are clear and actionable. Exactly what we needed in order to bring our people and organization to the next (AI)-level.”
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The clients
Working, from Seed to Enterprise
Teams we have worked with on AI and GTM.
AI adoption & enablement
- L'Oréal
- UTMB
- Essilor Luxottica
- Adisseo
- Bouygues
- Eiffage
- Société Générale
- IGN
- Conseil de l'IA
- Zeliq
- Vusion
- Partnership.Net
- DNG Digital Native
- Olifan
Go-to-market
- Giro Music
- Appetia
- ADS
- Taiyo
- La Growth Machine
- Ascend Consulting
- Warmlist
More names and joint case studies are being added.
Secondary practice
Explore the GTM sprintWhen the problem is your pipeline
My second practice is go-to-market consultancy: allbound systems where inbound and outbound work together.
For B2B teams with a solid product and a thin pipeline.
The book
Teach Them to Drive
The field manual for AI adoption.
Companies spent billions on AI licences, then waited for magic. This book is about what comes next: getting teams to use AI until it sticks.
- Why AI rollouts stall right after the pilot
- A simple framework that makes adoption last
- How to scale from one team to the whole company
Available on Amazon.
Get the bookThe writing
Vibe Working
Vibe Working is my newsletter on getting real work done with AI. Case studies and systems you can copy.
Where I come from
Operating Partner. Builder. Advisor.
Fifteen years watching how companies change, in corporate banks and in startups.
- Makes complex things simple
- Teaches by doing
- Ships fast
- Works in English and French
Where I worked
- The foundations
Corporate banking
Société Générale, BPCE, Crédit du Nord. I learned how big companies move, and why most change efforts stall.
- The craft
Product B2B at lemlist
Working on the needs of agencies taught me why people adopt some features and ignore others.
- The proof
Co-founder of Buska
AI social listening, top 3 on Product Hunt, 2,000+ users. Built with AI in production.
- Now
We Call Shotgun! & the book
With Meera Sanghvi, I run AI adoption programmes for companies that want real change. I'm writing what we learn into Teach Them to Drive.
Talk to us
Tell me where AI is stuck
25 minutes with Toni and Meera. Tell us where AI is stalling in your company. You'll leave with a few things to try next week, whether we work together or not.
Free · English or French · no obligation
Questions