Coming to FDC with Siker: TRACTION

We’re pleased to welcome Lucy Batley, founder of TRACTION, who will be joining us at this year’s FDC Conference in Cairo, Egypt. To offer insight into TRACTION and its mission, we asked Lucy a few questions to share her story with the wider community before the event.

Can you tell me about yourself and what your company does?

I’m the founder of TRACTION, a UK-based consultancy that designs and delivers AI strategies and emerging tech solutions aligned with business goals. With a background in digital design and over 30 years of experience navigating complex tech landscapes, I created TRACTION to bridge the gap between innovation and real-world business value.

At TRACTION, we help organisations unlock the full potential of AI by making it practical, ethical and human-centred. We build bespoke data platforms, develop intelligent systems for real-time decision-making and craft AI strategies that empower people rather than replace them. Our team includes experts in AI, Machine Learning (ML), data privacy and behavioural science – all working together to ensure our solutions are not only powerful but intuitive, secure and sustainable.

Whether it’s helping an organisation optimise its operations or guiding a leadership team through the ethics of automation, we focus on delivering measurable impact with minimal disruption.

What are you looking forward to at FDC?

I’m excited to connect with global thinkers who are shaping the future of digital cooperation, particularly in emerging markets where the stakes – and opportunities – are high. For me, FDC is a chance to exchange ideas on how AI and technology can be used responsibly to drive sustainable development, build resilient infrastructures and foster inclusive innovation through Human-AI collaboration.. I’m especially interested in conversations around interoperability, cross-border collaboration, AI literacy and skills training and ethical frameworks that support long-term progress.

Is there something about the Egyptian culture that interests you?

What excites me about Egypt is its role as a progressive hub for digital innovation across the MENA region. There’s a boldness in the way the country is approaching infrastructure, AI adoption and future-facing policies – it signals a readiness to lead, not just follow, in the global digital economy. I’m always inspired by cultures that are embracing transformation with intention, not just chasing trends, but actively shaping their own futures. That spirit of strategic progress and ambition really resonates with the work we do at TRACTION.

We would like to thank Lucy and TRACTION for their time and are looking forward to attending FDC with them.