James Bentley is Director of Artificial Intelligence Strategy at Awin, where he shapes the company's AI vision and strategy. He spearheads research-led innovation and guides cross-functional teams in deploying machine learning and reasoning systems that strengthen Awin’s affiliate‑marketing platform. Known for translating complex AI developments into practical commercial insights, he has spoken publicly on topics such as universal model features, agentic reasoning policies, and the rapid evolution of conversational AI following the debut of ChatGPT‑4.