So you want to know more about me
Head of InnovationScrum MasterTechnology LoverSpeakerLeadership Enthusiast
Twenty-five years in digital, from the first lines of front-end in 1999 to leading AI innovation for some of Portugal’s best-known brands.
Seen, heard & read in
The thread through it all
Twenty-five years of building for the web taught me one thing: technology is the easy part. Today I lead innovation and AI at Fullsix Portugal, and the real work is still the people: the teams who build it, and the humans it changes.
SpotlightLatest features
Podcast · Mediaweb Global
Mediaweb GlobalVideo podcast
A conversation on accessibility and inclusive design, and why building digital products for everyone, not just the average user, is where real innovation happens.
Case · on CMTV, Falar Global
Continente × Fullsix PortugalChristmas 2024
An AI bedtime-story experience for Continente’s Christmas. Parents enter their child’s name and age, and Popota guides the child, as the hero, through worlds generated by AI: stories made to be shared with the whole family. Built by Fullsix, with Ricardo leading the technology, and presented by him live on CMTV.
Case · McDonald’s Portugal
McDonald’s Portugal × Fullsix PortugalJun 2024
Gen Z kept ordering the same meals. Mood for Mac turned the moment of choice into play: emotion AI (MorphCast) reads each fan’s mood through the camera in the MyM app, or on an in-store screen, and turns it into a personalised reward. Ricardo was responsible for the technology implementation and for choosing the solution.
Opening keynote · Portugal Digital Summit ’24
ACEPI · SAPO Masters Stage · with Filipe MornaOct 2024
On the main stage of Portugal’s largest digital transformation event, Ricardo and Filipe Morna presented Fullsix Portugal’s view of how the relationship between brands and consumers will change with AI, including whether advertising will soon be aimed at people, or at their AI assistants.
Awards, juries and AI projects for national brands.
WritingColumn · Meios & Publicidade
A regular column in Portugal’s leading advertising and media title, on artificial intelligence, innovation and the future of teams.
Opinion columns in Meios & Publicidade, from 2022 to 2024.
How AI, used ethically, can make digital truly accessible, ahead of the European Accessibility Act.
How AI is changing what makes us human.
The impact of AI on human evolution.
An exclusive opinion piece on generative AI in creative work.
What we can really call innovation.
How teams will be built, led and kept together.
A design-system approach builds better experiences and greater loyalty to brands, products and services.
Opinion and essays beyond the column, including pieces as a resident expert on Inteligência Artificial Hoje, the Portuguese portal dedicated to AI.
As organisations cut teams and invest heavily in AI: are we trading the talent we’ll need tomorrow for short-term efficiency? Producing more is not the same as creating more value.
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Drawing on football platforms he built, how SportsTech and AI are changing the game, from performance analysis and scouting to operations and decision support.
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We’ve never had so much access to knowledge, and it has never been easier to seem to know without knowing. On AI, the “instant pseudo-expert” and the value of deep understanding.
Read moreMachines were always built to make human work easier. As AI accelerates, what role will humans play in an increasingly automated world, and how should society and industry adapt?
Read moreAlso on Medium · EN ↗
With the AI boom, are we losing our authenticity at work and in education? Using tools like ChatGPT without giving up creativity, critical thinking and identity.
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AI search replaces lists of links with contextual, conversational answers, forcing brands to rethink how they structure content and earn relevance beyond keywords.
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AI can already clone voices and animate likenesses, bringing digital versions of ourselves that outlive us closer than ever. Are we ready for digital immortality?
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After a year racing to keep up with daily AI launches, AI has opened a multi-lane highway. Travelling it well takes the skills to choose right and to know its limits.
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AI makes “experts” on any subject a few clicks away. Where do lived experience, genuine knowledge-building and true specialisation fit in?
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Words have always driven communication and culture. Now natural-language understanding and voice interfaces make language the engine of a new technological revolution.
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Consumers search, buy and decide on mobile. How will technology shape personalised brand experiences, and has the era of mobile marketing truly arrived?
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Innovation is often equated with technology, but it is a deeper process of new ideas, methods and services, one that needs strategy, focus and an innovation-ready culture.
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In the rush to digitise everything, including work relationships, do we risk losing our humanity? Teams in a global, fiercely competitive talent market.
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The pandemic sped up digital adoption, often at the cost of consistent journeys. Design systems put the user at the centre and keep experiences coherent across brands.
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Inspired by Ed Catmull’s Creativity, Inc.: leadership is not about authority but its opposite: believing in people, encouraging and inspiring them.
Read moreStageKeynotes · talks · panels
Guest lecture: “Marketing in the New Era”, International Management
Invited back by Prof. Jorge Faustino to give third-year students a session on artificial intelligence in marketing.
Keynote on the future of interfaces
How artificial intelligence is reshaping interfaces and the user experience today.
Speaker on front-end architecture for design systems
The conference for web designers and front-end developers who care about technology to build better experiences.
250attendees
MediaTV · podcasts · interviews
AboutSince 1999
I studied arts before technology found me, and the circle closed. Since then the drive has stayed the same: share what I know, think beyond boundaries, and create the best possible experience. Leading teams at Fullsix is a responsibility I take very seriously. Always looking to perfect myself as a professional and as a person.
Starts as a front-end developer at a small Lisbon studio, after a background in arts.
Joins Grand Union (Fullsix Group), working closely with teams in the UK and France.
Becomes a trainer on the front-end development course at EDIT, a role he keeps for ten years.
Ends a decade teaching at EDIT. Becomes a regular opinion columnist at Meios & Publicidade.
Head of Innovation, AI & IT Solutions at Fullsix Portugal, leading AI projects for national brands.
Some quick points to get to know me better.
Born in Lisbon on 8 March 1981. Family is my safe haven and the most important part of the journey. Passionate about what I do, always ready to learn and share.
Trainer on the front-end development course at EDIT from 2012 to 2022. Quite a ride, sharing and learning with a lot of great people. More to come.
EDIT ↗Started in 1999 at a small Lisbon company. In 2008 joined Grand Union (Fullsix Group), working closely with the UK and France, and grew from there to lead innovation at Fullsix.
Like all geeks, Star Wars and Marvel are part of the culture. Also reading, video games, and time with my son, friends and family, preferably around a good meal.
There could be a wall of awards won with projects over the years. The best one is working every day with talented people and having a great team alongside. That is the real award.
LinkedIn is how I stay connected to the world, to learn and share visions with people from other realities. Let’s connect.
LinkedIn ↗What people sayLinkedIn recommendation
“Ricardo is a complete leader. It is impossible to describe him without working directly with him: the attention he devotes to his team’s well-being as well as their technological growth (as his own too) is everything you can ask for someone responsible for a team. Ricardo likes to innovate, bring new technologies in order to improve his team’s stack, likes to be aware of what is new and is not stuck in the past. In short, working with Ricardo is a pleasure and he is a really great asset in any company.”
ContactKeynotes · columns · AI projects