Sam Luetters is the Founder of St Lue, an AI consulting firm helping businesses fix ‘AI drift’ - the gap between AI spend and AI ROI. The cure is what St Lue calls Organic Intelligence: the practice of evolving teams and infrastructure in lockstep with the technology.

Over fifteen years as a sales and operations leader, Sam has generated more than $1 billion in lifetime revenue - most recently scaling Glowforge’s AI-powered business and previously building Wayfair’s sales and logistics organization. Sam was recently featured in The Economist’s podcast discussing an AI-powered sales coaching tool he built.

Sam founded St Lue after watching companies invest in technology faster than their teams and infrastructure could absorb it - and after building the operational frameworks to fix it. St Lue takes a focused, founder-led approach to AI consulting. Direct work with owners and principals with a single operating principle: AI should compound, not drain.

Sam lives in Fairfield County, Connecticut, with his wife and two sons.