I am Denisa Baluta Petersen, a senior leader in AI and digital transformation based in Copenhagen.

I have spent over eleven years at A.P. Moller Maersk, building and scaling digital and AI capabilities across a complex, multi jurisdictional operational environment. My work sits at the intersection of AI, product, and strategy, translating operational challenges into clearly scoped use cases with defined value hypotheses, and embedding AI responsibly into day to day workflows.

Most recently, I established Maersk’s first cross enterprise customer experience function, defining the operating model, roles, and ways of working from scratch, and led the full cloud migration to Azure and Databricks that now underpins the company’s AI and decision support initiatives.

Selected highlights

• Built and deployed AI powered automation globally across 120+ countries, achieving savings of USD 9M per year.
• Established Maersk’s first cross enterprise digital capability function from scratch, aligning operations, technology, and data leaders around measurable outcomes.
• Simplified six competing transformation agendas into a single sequenced roadmap with clear ownership across SVP stakeholders.
• Identified USD 1.9B in addressable value through integrated data analysis and delivered USD 110M in commercial impact.

How I lead

I thrive at the intersection of innovation and execution. My professional profile is shaped by a deeply held drive for organizational transformation and an entrepreneurial mindset that naturally identifies growth opportunities.

My leadership style is fundamentally people centric, inspirational, empowering, and rooted in authenticity. I actively seek feedback to refine my perspective, and use intuitive insight to get to the core of complex problems quickly. Whether I am crafting a long term vision or building committed, high performing teams through rapport and optimism, my goal is always to foster a creative environment where radical ideas are welcomed and individuals feel empowered to do their best work.

Why this site exists

I created this website because I am curious about AI and about people. I’ve had many conversations about AI with people from many different walks of life, and I believe we are at an interesting pivot in how we organize ourselves at a societal level. This space is where I reflect on those conversations and on adjacent topics that I find interesting.

Off the clock

When I step away from work, I tend to look up. I am an amateur astronomer and own a telescope I like to take out on clear nights, when the Danish weather allows it. In summer, I am a fair weather sailor, only ever on calm days.

Thank you for reading.