AI That Builds Trust
HCRAI helps leaders and their teams build AI that is responsible, trustworthy, and aligned with evolving regulations. We turn complex ethical and compliance requirements into clear, actionable guidance across strategy, product, and delivery.
At HCRAI, we support organizations in designing and deploying AI that aligns with business goals, is responsible, compliant and truly human-centred.
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We work with leaders and their teams to ensure AI systems are aligned with emerging regulations, ethical best practices and user expectations.
Our approach combines global regulatory expertise (EU AI Act, NIST AI RMF, ISO/IEC 42001, Canada's AIDA), ethical design principles, and proven methods from behavioural science, ethnographic research and risk management, grounded in real-world experience building AI products in SaaS and enterprise settings.
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From early design decisions to deployment, we focus on aligning AI features with regulatory expectations and real user needs, so your systems don’t earn trust, drive adoption, and stand up to scrutiny as they grow.
HCRAI
HCRAI was founded by Sara Portell, a product strategist and researcher with over 17 years of experience leading UX, product research, and innovation across SaaS, ecommerce, marketplaces, and enterprise software. She has held senior roles at companies including Unit4, Shopify, and Expedia, where she built and scaled digital products in complex, fast-paced environments. Sara brings a rare blend of strategic vision, ethical depth, and hands-on product leadership.
She holds a Master’s in Strategy and Management of International Business from ESSEC Business School and a Master’s in Behavioural Science from the London School of Economics. She is currently completing a PhD at the Catholic University of Portugal, focusing on the intersection of psychology, emotions, and AI
Sara is a Certified ISO/ IEC 42001 AI Management Systems Auditor and has completed advanced training in AI Ethics, Risk, and Compliance at Oxford University. Her work is grounded in international governance standards and supports organizations in embedding responsible, human-centered AI across the entire product lifecycle, from strategy to deployment.