This week, we spotlight Filipa Peleja, an AI and Machine Learning leader with over a decade of experience driving business impact through data.
Holding both a PhD in Machine Learning and an MBA, Filipa has led data science teams across industry and academia. Her work spans organizations such as the LEGO Group, Levi Strauss & Co., Yahoo! Research Labs, and Vodafone. In parallel, she is an invited professor and bootcamp lead dedicated to supporting women+ in tech.
Filipa champions a “human-centric shift,” shaping data science strategies that empower personal growth through meaningful work while advancing global digital innovation.
In this interview, she discusses the critical need for MLOps maturity and robust development practices in today’s rapidly evolving AI landscape. She also explores how the Nordic region can lead the way in responsible, people-first AI and explains why focused curiosity, paired with a commitment to knowledge sharing, is the most powerful tool for the next generation of data leaders.
Hyperight.com: What’s the best way to describe your job to someone outside tech?
Filipa Peleja: In my day-to-day work, I learn from product teams about their mission and explore how data-driven techniques can empower them. It is a collaboration with business experts to build practical solutions that leverage data to support their goals. I often use e-commerce or content platforms as an example, where it can help surface the most relevant options, from classic recommendation engines to advanced approaches that understand intent or support through conversational search. 
Hyperight.com: What originally sparked your interest in AI/data, and what keeps you inspired today?
Filipa Peleja: Looking back, I was amazed by how AI/ML solutions could learn from data without being explicitly told what to look for. At the time, there was no hype, and I remember being curious as I explored their capabilities on my own. From those early days to today, the reality has shifted from working in a field that was known but not very popular to one that is now everywhere. To be honest, I sometimes feel overwhelmed, but I am mostly truly amazed and inspired by what we can do today, and deeply thankful to be part of teams that are reimagining how we can do better by leveraging these solutions.
Hyperight.com: What is one challenge you’re trying to solve, and why does it matter?
Filipa Peleja: How can we bring solid development practices to people building AI solutions in such a fast-moving space? Poor practices can impact long-term production systems, yet the low maturity in how to do things makes it hard to provide clear guidance. We can say we have maturity in MLOps, but how do we extend this to the constantly emerging new AI landscape? It matters because having a trustworthy, scalable, and ethical mindset is essential when building AI solutions.
Hyperight.com: A tool you can’t live without (tech or not)?
Filipa Peleja: It’s hard to pin down one thing, since what I rely on today might not matter tomorrow. I wouldn’t say there’s any tech I can’t live without-what truly matters is the support and warmth I get every day from my family, friends, and my little rascals (my cats).
Hyperight.com: What trend in data or AI do you think will shape the Nordic region the most?
Filipa Peleja: Rather than focusing on a specific AI trend, I believe the biggest impact on the region will come from how responsibly AI is developed and regulated. By putting people first and upholding strong ethical standards, the region could become a role model for others.
Hyperight.com: What’s one piece of advice you’d give to others entering the data and AI field?
Filipa Peleja: Be curious and keep learning, but don’t try to learn it all. Focus on where your knowledge can actually make a difference, and start there.
