Meet Simon Lesch, APAC Lead AI & Transformation at Archetype

Simon Lesch is APAC Lead AI & Transformation at Archetype. He works with global brands, public sector organisations and leading NGOs to turn AI and large language models into practical tools that improve how teams work every day.

Based in Sydney and active across APAC, Simon specialises in AI strategy, ChatGPT training and applied workflows for communications, marketing and knowledge driven organisations.

Simon Lesch | APAC Lead AI & Transformation, Archetype

Role at Archetype

As APAC Lead AI & Transformation, Simon leads Archetype’s AI consultancy and enablement work across the region, with a strong focus on Australia. His work centres on helping organisations move from experimentation to structured, responsible AI adoption.

Simon:

  • Designs AI and ChatGPT programmes for communications, marketing and corporate teams
  • Advises senior leaders on AI strategy, guardrails and governance
  • Leads training and onboarding for teams at different levels of AI experience
  • Works with APAC client leads to embed AI into existing campaigns and services

He combines hands on work with clients with internal transformation, ensuring Archetype teams across the region use AI safely and effectively in their own work.

AI, ChatGPT and applied LLM expertise

Simon’s core specialism is making AI and ChatGPT useful, safe and understandable for non technical teams.

He focuses on:

  • AI and LLM literacy for executives and teams
  • ChatGPT training, onboarding and ways of working programmes
  • Workflow design that embeds AI into tasks such as research, content, PR, reporting and operations
  • Pragmatic guardrails around confidentiality, quality control and risk
  • Change and communication plans that bring people with the transformation

Rather than chasing hype, Simon’s approach is grounded in real use cases and measurable value.

Experience with global organisations

Simon advises a range of organisations that need both innovation and rigour in how they approach AI.

His work includes:

  • Supporting international organisations such as the Green Climate Fund and Mastercard on AI supported communications, briefing and narrative development

  • Helping B2B tech and enterprise brands understand how AI fits into their communications, marketing and paid social programmes

  • Working with Australian organisations, member bodies and not for profits that want to introduce AI and ChatGPT in a safe, trauma informed and values aligned way

This mix of global and local experience means Simon can bring relevant examples and patterns to very different environments.

Background in communications, marketing and tech

Before leading AI and transformation work in APAC, Simon built his career in communications and marketing strategy. He has deep experience in:

  • B2B and technology communications
  • Thought leadership and content programmes
  • Paid social and digital amplification for complex brands
  • Integrated campaigns that connect PR, content, digital and demand generation

This background shapes his approach to AI. He understands how work really gets done in agency and client teams, and where AI can realistically support, rather than disrupt, that work.

What Simon brings to AI and transformation projects

Organisations work with Simon when they need an AI and ChatGPT consultant who can combine strategy, communication and hands on delivery.

He is known for:

  • Clarity
    Explaining AI and LLM concepts in direct, plain language that makes sense to leaders and practitioners.

  • Practicality
    Turning broad ideas about AI into specific workflows, templates and behaviours that teams can adopt.

  • Balance
    Giving equal weight to opportunity and risk, and helping organisations set realistic, defensible guardrails.

  • Collaboration
    Working with internal IT, legal, HR and transformation teams rather than around them.

Topics Simon works on

Typical areas Simon covers in his work and training include:

  • AI and LLM fundamentals for executives and teams
  • How to use ChatGPT safely for professional work
  • Workflow design for communications, marketing and client service teams
  • AI supported narrative development, campaign planning and content creation
  • Internal AI policies, usage guidelines and principles
  • Building prompt libraries and internal AI playbooks
  • Measurement and reporting on AI impact in knowledge work

Sessions are tailored to each organisation, industry and team.

Work with Simon

If you are looking for an AI consultant and ChatGPT trainer who understands both technology and the realities of communications and marketing work in Australia and APAC, Simon can help you:

  • Set a clear direction for AI adoption in your organisation
  • Design and deliver training that lifts confidence and capability
  • Build AI supported workflows for your teams across the region
  • Communicate the change in a way that builds trust rather than resistance

Contact the Archetype team to discuss how Simon can support your AI and transformation plans.