Max Shilling

Questioner
DISC Type : c

Commercial AI & Automation Manager at British Airways

United Kingdom

Overview

Max is the Commercial AI & Automation Manager at British Airways, where he leads the implementation of transformational AI and ML solutions. He delivered the airlines first productionized Gen-AI LLM and has earned multiple nominations for "Innovation of the Year" and "Best Responsible AI Programme".

Outside of his data-focused career, Max is an accomplished musician, having achieved a Grade 8 certification in trombone. His academic background is in Sociology from the University of Exeter, which he previously applied to social research projects for clients like Coca-Cola and The New York Times.

He conceptualized and hosted a conference for 150 colleagues from 11 different companies to foster collaboration on AI and ML.

Personality Overview

Systematic

Not Easily Convinced

Price-Sensitive

They prefer to do thorough analysis of any situation.  They generally do not appreciate an overfriendly approach and prefer to stay to-the-point. They are more likely than others to negotiate on pricing and terms.

Topics They Care About

Responsible AI
His team's AI automation tool was nominated for the "Best Responsible AI Programme" at the 2025 DataIQ Awards, highlighting his focus on ethical implementation.
Generative AI
He led the successful launch of British Airways' first productionized Gen-AI LLM, a tool designed to automate the triage of internal safety reports.
Data-Driven Innovation
He has been nominated three times for "Innovation of the Year" at major data awards for his work on machine learning and AI projects.

Media Appearances

Max has no verified media appearances

Work History

10-2025
Commercial AI & Automation Manager at British Airways
2-2025 - 10-2025
Team Lead - Short Haul Analytics & Insight at British Airways
5-2024 - 1-2025
Senior Data Scientist - Sustainability at British Airways
6-2021 - 8-2021
Data Analyst at Homesearch
8-2020 - 2-2021
Data Scientist at BAMM

Education

2016 - 2019
Sociology BSc from University of Exeter
2009 - 2016
Education details unavailable from Simon Langton Grammar School for Boys

More Information

Social Presence :

Prographics :

Exp : 2 Location : United Kingdom Job Level : Middle Designation : Commercial AI & Automation Manager at British Airways
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Insights For Selling To Max

During A Call Or A Meeting

DO's

  • Tell them that you will come back if you don’t have a good answer for a question
  • Emphasise more on facts and measurable benefits
  • If you have a lower priced product compared to the competition, call out the same

DONT's

  • Avoid rushing them, be polite and patient
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Max is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Max

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Max move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Max take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Max

Personality Compatibility


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