Tracy Sheen

Tracy Sheen – Australia’s #1 AI Speaker for Business | Author | Media Commentator

Tracy Sheen is an award-winning author, professional speaker, and respected media commentator on artificial intelligence, digital transformation, and the future of business. With a career that began selling some of Australia’s first mobile phones in the early 1990s, Tracy has spent more than three decades at the forefront of technological change. She played key roles in the rollout of SMS and the launch of the iPhone in Australia, before founding her own business in 2008. Today, she is recognised as one of Australia’s leading voices on AI literacy, digital capability, and AI governance. Tracy works with organisations, councils, and boards to help them navigate the rapidly evolving AI landscape with clarity and confidence. Her focus on ethical, human-centred adoption ensures businesses don’t just keep up with technology — they lead it with integrity. Her first book, The End of Technophobia, won both Australian Business Book of the Year and Best Technology Book. Her latest, AI & U: Reimagine Business, introduces her REIMAGINE Framework — a practical, strategic roadmap for embedding AI into business with a strong foundation in ethics, risk management, and innovation. Tracy has delivered over 2,000 presentations, keynotes, and workshops across the country and is a regular media commentator known for demystifying complex topics and sparking real-world action. She is a Certified Practising Marketer (AMI), a passionate advocate for regional innovation, and a firm believer that you don’t need to “speak tech” to lead in a digital world. Whether she’s on stage, in the media, or consulting behind the scenes, Tracy delivers sharp insights with warmth, wit, and a deep understanding of what businesses need to thrive.