How Zudu began (and where we’re headed)
An honest chat with our CEO, James Buchan, about the messy middle, the AI wave, and why “Relentlessly Human” isn’t just a tagline.
The beginning
What inspired you to start Zudu, and how did it actually happen?
“I’ve always had that itch to build things. Not the ‘be your own boss’ cliché, but the thrill of shaping your own path and, hopefully, making something useful for the world.
“After studying Business & Economics, I wanted real-world reps before diving in. I landed in data analytics and consulting, working with some of the biggest datasets on the planet for retailers and FMCG brands like Walmart and Mondelez. That’s where tech hooked me, not the buzzwords, but the outcomes.
“Working in the US and Japan, I saw a pattern: tech succeeds when it’s built with the right process, the right skills, and a ruthless focus on results. I tinkered with ideas, blockchain products, marketplaces, and as I started building, Zudu clicked into place. It wasn’t one ‘aha!’ moment; it was a string of experiments that made the direction obvious.”
What sticks with you from those early days?
“Day one in a tiny Dundee office. No grand plan, just a list of next steps and a lot of coffee. It was very much evolve or fail. I learned fast that business doesn’t just show up. Sales do not happen by osmosis. That sell-first mindset is something I now preach to every founder I meet.
“Would I move faster if I did it again? Of course. But the stumbles taught me things I couldn’t have learned any other way. You have to enjoy the journey, because the destination keeps moving.”
The Journey So Far
What’s been key to getting Zudu where it is today?
“History helps. We’ve seen enough battles to know what works and what’s noise. But if I had to pick one thing, it’s people. Hiring brilliant humans who care about outcomes has been the unlock. We’re also shamelessly agile. When AI accelerated, we didn’t watch, we moved. That adaptability is our edge.”
Biggest turning point in the past 11 years?
“The last 12 months. We brought in people who raise the bar across the board, folk who are better than me in all the right ways and who can propel us into the AI era. That changes everything: the work we say yes to, the pace we deliver at, and the impact we can have.”
What values shape Zudu?
“We obsess over outcomes and we keep it human. If you work with us, you’ll feel that from kickoff to delivery. The official version looks like this:
Relentlessly Human. Tech only matters if it works for people. We listen, empathise, and build with humanity at the core.
Bold by Design. We don’t follow industry norms; we challenge them. Our work should make a statement and deliver real impact.
Pace. Faster, smarter, better. Speed isn’t the enemy of quality, bad process is.
Partnership Obsessed. We embed into your world and move in lockstep with your goals.
Purpose in Everything. From code to design, everything is intentional, ethical, and built to last.”
The rebrand
Why rebrand now, and what does it mean to you?
“AI is rewriting the playbook, faster than most organisations are ready for. Stand still and you get left behind. Our rebrand is a line in the sand: we exist to help teams adopt AI, automate smartly, and ship meaningful products at pace. We needed a brand that matched that ambition. Big, clear, unapologetically forward.
How do we stay “Relentlessly Human” as we grow?
“By remembering that AI is a copilot, not the main act. Humans set the direction, ask the right questions, and bring the weird, brilliant creativity. If we keep that front and centre, from discovery to deployment, we’ll keep building things that people actually love.
Looking ahead
What does the future of Zudu look like?
“We’re doubling down on two things: tech advancement and automation, with a human heartbeat. We want to be the team you call when you need to modernise, move faster, and turn AI from ‘interesting’ into ‘operational’. The goal is simple: be the best in the world at this.”
What excites you most right now?
“The scale of the opportunity. Every week, we’re having new conversations that spark better ways to build, new workflows, smarter platforms, cleaner experiences. The wave is here; our job is to help more people surf it.”
One Last Thing
“If you’re a founder or leader sitting on an idea, here’s my two pence: sell it early, ship it scrappy, learn in public, and hire people who scare you (in the best way). The future belongs to the fast and the human.”
