Episode 03 | Inside the Partnership Between Spurling Legal and Multiple AI Solutions

Dicky Abraham (00:02): Good day everyone and welcome to another episode of Spurling Insights. My name is Dicky Abraham, Principal Lawyer and Director of Spurling Legal.

Dania Foo (00:17): And I’m Dania Foo, a lawyer at Munro Doig and I’m also Dicky’s wife.

Dicky Abraham (00:21): Now, as usual, everything we say or do in this episode should not be construed as legal advice. It’s simply just two of your lawyers having a discussion about law, life, and everything in between. But now that we’ve got that out of the way, this is a very special episode. We’ve got our first guest on the show, Mr. Ali Shahroz from Multiple AI Solutions. Welcome, Ali. How are you feeling?

Ali Shahroz (00:45): Thank you. Excited?

Dicky Abraham (00:48): Well, that’s good. That’s good. While I was preparing for this episode, I realized that I don’t really know much about you apart from the fact that you are Ali, you designed my AI legal assistant, Sophie, or your company did, and that’s about it. So can you tell us a bit about yourself? We are friends. But this is how we continue to be friends.

Ali Shahroz (01:07): I thought we are friends.

Well, I am running this company called Multiple AI Solutions and we design AI agents. So, agentic AI is our specialty. We design AI with persona. We give AI voice, phone number, email address. So it’s essentially digital people.

Dicky Abraham (01:33): Fantastic. Now we’ll get into Multiple AI Solutions, but before that, how did you get into AI? So did you always want to work with AI or did you transition from say a software company? What’s the story there?

Ali Shahroz (01:46): So I was running digital marketing agency and software solution called Perfect Web Solution and we transformed and became an AI-only focused company in 2025. The way I was seeing the workforce in Australia is it’s very challenging for businesses to find right skill set with people and it’s very hard to keep them in the business. So that was a bit of challenge with me when I was designing software

or digital solution. People were complaining all the time, how do I find the right person in my business? Even when we do find the person, they may have hour restrictions, could be a backpacker or a student, or they have a second part-time job and they’re not fully focused. Hours are limited. So that kind of problem I was hearing from the industry and that led me to go more deeper into AI side. And when this agentic AI revolution started,

That was something, it’s just a light bulb moment. if we can design this persona and give a voice to AI and then deploy in a business where AI can work 24-7, that was the game changer. And my first AI sounded like Alexa, very robotic. It was terrible. And people around me, they said, it’s not going to work, you crazy. It takes a lot of money, resources, time. You don’t have skill set. You don’t know what

Dicky Abraham (03:05): Hahaha

Ali Shahroz (03:16): you doing you lost but luckily we also got good people in our team saw the future and thank you to Spurling Legal because when I offered you AI service we were very new I think only two months in this business agent AI and you straight away said yes and rest is the history

Dicky Abraham (03:38): Yes, yes, Spurling Legal. We are looking to engage with businesses, new businesses as well, because we’re a new business. So that was the driving force behind it. The transition from digital solutions to AI, did you find that difficult, or did that happen organically? ⁓

Ali Shahroz (03:57): It’s a mixed approach. So software is software and AI is software, right? So we were doing kind of similar thing. It’s just a new technology to learn something which it’s not really available in the market and you don’t know where to find the right information. There was a lot of trial and error and limited skill sets available. It’s very hard to find AI developers.

They’re in high demand and not many available and more and more workforce is being trained as an AI developer. Now it’s much easier. But something I really wanted to solve, this kind of problem. And again, I was so passionate about how AI can solve the problem, pick up the minor details and free up human time because humans are meant to do something interesting, artistic, productive, not doing repetitive tasks and wasting the time. I don’t like wasting the time.

I am not a person, I have set time for my office, for my employees, contractor or myself. We want to focus on productivity. We want to create something from scratch. We want to create something exciting.

Dania Foo (05:03): You know, lots of people are worried about AI, taking over their jobs. Do you see it as that, or do you see it as AI being like a tool or a collaborator that you can use within your team to actually help you do your jobs?

Ali Shahroz (05:19): I think AI is just a tool as internet, mobile phone, or any machine we use, or electricity. people get scared because they don’t know what it is. And I see it’s the same kind of pattern behavior when humans invented machines and tractors. And everyone thought, human are not going to do any farming and see where we are now. So it’s just, it’s a great tool. We just need to know more about AI, how we can control, put guardrails, parameters around it.

Dania Foo (05:50): And so you mentioned when you created your first AI agent, it sounded very robotic. how did you come to making it sound so human-like? Because when we call Sophie, you know, a lot of people can’t tell that she’s not a human. And I was very impressed when I spoke to Sophie for the first time and, you know, she sounded like a human. way, you know, the rises and falls in her voice, the rhythm of the way she spoke, the vocabulary.

Sorry, sorry, how do you get, how did you get there?

Ali Shahroz (06:24): So, training AI with human emotions, that is one of the project I was working with ECU students. So, very bright student from Sri Lanka. Her name is Poorni, she’s still with us in the company. So she specialized training AI for EQ. So picking up minor details, tone, voice. Funny story, she was working with AI and she made AI so

good, it has started apologizing to telemarketers. So I think it’s still work in progress and people working on that EQ side, they’re very smart and they pick up minor details how AI can listen more and speak less. ⁓

Dicky Abraham (07:01): You

Ali Shahroz (07:18): how to change the tone with a person. If someone is giving short answers, don’t drag the conversation. Finish the conversation as quickly as possible. Or if someone wants to discuss in detail, AI will adopt and give longer answers. That was a bit of challenge, but I’m very happy we got that and it’s still improving.

Dicky Abraham (07:40): Now tell us about Multiple AI Solutions because they don’t just design AI agents for law firms or receptionists for that matter. You guys do a whole range of stuff, right? It’s not just agents as receptionists.

Ali Shahroz (07:56): agent as receptionist was a starting point and now we got so many agents. Agent for social media, agent for SEO, agent for data mining. So we’re doing complex jobs and simple jobs same time. AI agents are there, we can just train for any job we want to get it done.

Dicky Abraham (08:16): So the AI agent I have, Sophie, she receives calls. my AI legal assistant, their company, has an AI agent who makes calls to me. So every Tuesday or Thursday, I get a call asking whether I would like to attend a teaching seminar on Friday. And that’s an AI agent that they’re calling. Very lifelike, similar to Sophie. Is that something you guys are venturing into as well? Agents that can make calls as well, not just receive calls?

Ali Shahroz (08:44): When we started with Receptionist, we got that technology to make outbound calls already. And that’s quite popular with not just making sales calls. A product called Data Reactivation, that’s AI based again, but that is very smart. So average business is sitting with 3,000 to 10,000 contact details. We deploy AI agent to call their ex-client and remind them about the services and see how they’re going and record

conversation and it’s become very personalized call. AI is also equipped with sending email and text messages. So it’s quite popular these days. When we deployed this product three months ago,

I think within 15 days, 30 % sales gone up because it’s easy to sell to existing clients and finding new client and doing the onboarding is pretty hard. So outbound calls are very easy. We’re working with much more complex AI solutions, which is predictive analysis based on the historic data, how AI can predict the future. ⁓

how we can process data to make workplace more efficient, productive, compliant.

We recently started working with a mining company, in oil and gas. They are contractor to one of the biggest oil and gas company. So they’re using DARA to make their workplace more secure. Occupational health and safety is a big thing for mining company. So we have different range of AI agents and different clientele, but our base business is still local businesses, SMEs who need workforce and they can’t hire talent. And they’re using AI agent.

Dicky Abraham (10:33): That’s interesting you say that because not only did I notice that your product or the service that you guys provide is excellent, but it’s a very competitive price point as well. And as a new business, obviously, budget is tight. I have to make sure there’s cash flow. you’re still targeting, your primary target is small, medium enterprises and businesses. And now you’re looking to expand into other areas. Is that right? Yes. Okay.

Now, in terms of Multiple AI Solutions, where do you think the company could potentially go? is it just focused on certain industries, or are you looking to expand into various other industries? Because at the moment, it sounds like you’re in oil and gas, definitely in law. What else are you targeting? What sort of industries do you think are ripe for picking?

Ali Shahroz (11:28): so…

We are working with local businesses. So majority of our clients are SMEs. So service-based businesses such as lawyer, mortgage broker, loan, businesses working as a sole operator or team of three to 10, they love the product because service-based businesses, their time is money. Well, everyone’s time is money, but imagine you as a lawyer pick up the phone call and someone just waste your two hours. That time should be productive and you work

you should be working on a case instead of just entertaining someone who’s just doing window shopping. So service-based businesses are very happy with this product. We’re not advertising for our business because we’re quite busy what we’re doing. The reason why we still focus on SMEs, because when we started Multiple AI Solutions at start of this year, motivation was not to make money.

to serve some product to local businesses. So that’s why the price is very low. I saw the gap in the market. So banks, corporate.

mining companies, they can hire any AI developer all over the world and they can have the technology. But I saw the gap, small businesses, they’re going to struggle for next three to five years. They can’t afford AI technology. They don’t know where to start and they don’t know how to do it safely. So that’s the vision I had in mind and where the multiple AI will go. I really want to focus more and more on local businesses. We’re trying to expand to Eastern states where a lot of SMEs there too.

So we’re not really focused on how much money we’re going to make. My aim is to serve at least 50,000 businesses, small businesses in Australia. So this huge skill shortage can be overcome and we human can free up our time.

Dania Foo (13:23): So you mentioned that businesses don’t necessarily know how they can use AI in what they’re doing. So when they come to you, what’s that conversation like? Is it like, do people already kind of have maybe an idea of how it can be used or is it a collaborative approach where you’re working with them and looking at their business and going, well, I think that this is where AI can help you.

Ali Shahroz (13:54): When we started this, it was very difficult for us to explain to how this AI works. But now everyone uses ChatGPT, the basic tools. Now it’s become easier and there’s more education available on YouTube. On social media, people are more aware of AI agents now. So I think it’s getting easier and having a bit of competition in Australia actually helping us to educate our buyers to be prepared and what to expect with this AI solutions.

Dania Foo (14:25): So most of them already come with some sort of an idea of how they want to use it. Is that fair to say?

Ali Shahroz (14:31): So they’re having a problem and they ask how can we solve this with AI? And I always tell people let’s take a baby step, deploy the first AI agent and then we can see how much we can do more in the business.

Dicky Abraham (14:46): You mentioned various different industries. Is the medical field something that you guys are looking to get into? I’d imagine there’s doctors, receptionists, they need AI transcribers, potential AI receptionists. That’s probably something there. Is that something that you guys are looking into? Because I know that a few doctors that I’ve been to, they’ve got AI transcribers. There have been reports that…

articles in the news that AI receptionists have potentially taken over or been engaged for some practices. Is that something that you guys are looking into as well?

Ali Shahroz (15:20): Well…

I would love to serve the healthcare industry. I had a bad experience last year after undergoing small surgery and I saw it’s a struggle in the healthcare industry. They don’t have enough manpower. They need more resources and I actually tried helping in the healthcare industry. We developed some products for doctors or simple solutions like taking a phone call and booking the appointment. Unfortunately, the industry

is heavily regulated and they got some monopolies. If you’re not coming through the monopoly, you won’t be able to serve them, even though your clients really love your product. They can’t because there’s so many guidelines to follow, regulations, rules apply, and the risk is so high, no one willing to take on. So I am very passionate to help them, but unfortunately we haven’t found a way to give them AI technology.

Dania Foo (16:23): So is it quite difficult having to develop different tools across such a broad range of different industries? Because as you said, there’s different regulations and things and different concerns, I suppose, or different questions that need answers to depending on what industry you’re in. So is that a challenge or is it sort of, you know, we’ve got this technology, we can just deploy it the same way across all the different industries.

Ali Shahroz (16:57): When we started this agentic AI, yes, that was a big challenge, how we can train AI with right data. So AI does not hallucinate or just does not come up with the wrong or old information. But last two months, we have developed our own AI agents, which are helping us to deploy or create new information for different industries. So it become very easy and it’s pretty much automatic.

Dania Foo (17:25): So you’ve got AI helping you. AI. AI. interesting.

Dicky Abraham (17:30): What’s the future of AI in your view? Where can it go? How high is the ceiling? Is there a ceiling? ⁓

Dania Foo (17:37): Is there a ceiling?

Ali Shahroz (17:41): This is one of the reasons we humans feel scared because we don’t feel or see the ceiling. We don’t know what a future looks like. Some people say it’s a bright future, some say it’s scary. We don’t know.

Dicky Abraham (17:57): Is there a world where, potentially in 10, 15 years, an AI can replace my job as a lawyer?

Ali Shahroz (18:04): 10, 15 years, it will be much sooner.

Dicky Abraham (18:07): Okay.

Well, I’m glad I’ve started my own business. Well, that’s interesting you say that because it seems to be the consensus. It seems to be the way AI is advancing, it’s accelerating. The rate of advancement is accelerating. Even just taking Sophie and where we started with Sophie and what she’s been able to do now, the new…

AI that you developed, Sophie. It’s incredible. and how do you feel about that? So how do you, as a business owner, feel about potentially AI replacing human jobs and creating a bit of difficulty in other people’s lives? How do you tackle that ethical issue?

Ali Shahroz (18:54): I don’t think that’s an ethical issue. We humans sometimes become lazy. So it’s just a wake up call and tell us to live and enjoy our life and do something productive and learn new skill and live a life. You can’t just hide in the office all day long. This is not who we are. We’re born with a purpose. So we should be looking for a purpose.

Dania Foo (19:07): We’ve got to innovate, don’t we?

Dicky Abraham (19:20): Now, just bringing back to Multiple AI Solutions. Just run us through the process. I know you touched on it with Dhania just before. But run us through the process of what happens if a client contacts you. What is the process? How does it, is there a brainstorming session to begin with? Because they might have ideas of how they want things to be done. But.

Often that might not align up with reality. Similar to lawyers, clients call us and they have expectations and we have to advise them and say, that’s probably not possible. This is where your case might fall or these are your strengths. This is how we should approach it. So what is the process of Multiple AI Solutions?

Ali Shahroz (19:59): So we now have a different process. But when we started the process is brainstorming session, having a one-on-one meeting with the client, understanding their requirements, and then design a conversation flow. And then we send for approval. But now things have changed. AI is very smart. All we need is the website. We’ll put into our AI, and it will scrape all the data available from the internet and their competitors. And then it design…

It’s very attractive and instead of having a brainstorming session, we create an AI agent for trial and we give it to a client. And 90% of them say, AI know more than me about my business. So things have changed.

Dicky Abraham (20:46): And so how long does that take? Let’s say someone comes to you tomorrow. On average, the timeline, how long will it take before you can deploy a prototype or send the prototype to the client? On average.

Ali Shahroz (20:58): It takes about half an hour.

Dicky Abraham (21:06): Wow, that’s incredible, isn’t it? So you could presumably have a client approach you and let’s say for the argument that this client is quite good, understands what he wants and he’s sort of nailed the brief and he hasn’t set unrealistic expectations. You could presumably design an AI for him within a day and send it to him as a prototype.

Ali Shahroz (21:27): Yes, the time consuming part is the next part when we need to do some automation work or integration with different softwares. And then the delay is generally from the team, business team, what we’re dealing with or the software. Because you might be surprised, still many software CRM, they’re not so open with AI.

Dania Foo (21:50): So I don’t know anything about what you just mentioned, integration. Can you explain that a bit more?

Ali Shahroz (21:56): Sure, so a simple solution like connecting your personal or work calendar, connecting your CRM or ordering system.

Dania Foo (22:08): So do you mean for example like say I’m a potential client, I ring up Spurling Legal, Sophie takes the call, go, I would like to make an appointment with Dickie and then Sophie needs to then look at Dickie’s calendar? Is that what you’re talking about?

Ali Shahroz (22:25): That’s one of the simple solutions. It doesn’t take much time. And now we have technology you can link your own calendar with Sophie AI. But other things, let’s say if it’s restaurant, then we need to connect with the POS System or any third party tool that take a bit time, a day or two, not too long.

Dicky Abraham (22:47): How long does that take? So the prototype you can design in half an hour. The final product on average, how long are you finding the clients are the final product?

Ali Shahroz (22:55): they can use straight away after half an hour and then it’s work in progress. It takes some time to connect different tools software because we need credentials, need API key, sorry it’s a technical conversation. It depends how fast we get the approval from the client, how the software is responding to our AI or setting up the guardrail, don’t just scramble all the information. AI does that sometimes. So yeah, that is not too complex anymore because we’re doing same thing again and again

over and over, my team is getting more efficient with that.

Dicky Abraham (23:29): So is it right, is it my understanding correct? The prototype itself, you could use the prototype and you’re just refining the prototype. So whatever service a client needs the AI for, potentially they can start using the prototype and you’re just refining it as you go.

Ali Shahroz (23:44): Yes, that’s correct. Wow. It’s just adding another leg left and right, a plug and play thing.

Dania Foo (23:52): So you mentioned making sure you’ve got the correct guardrails in place. How do you know what those are? Are they the same across all of the tools that you deploy across all of the industries, or are they different? ⁓

Ali Shahroz (24:11): Most of the time they are the same. There are some minor adjustments because every business is different so we get instructions from the client and then we make that happen.

Dicky Abraham (24:22): So okay, Ali, we’ve covered quite a bit. We’ve learned about Multiple AI Solutions. We’ve learned about you, thank you. If a client wants to contact you or Multiple AI Solutions, what’s the best way to get in touch?

Ali Shahroz (24:34): They can find us on digital platforms or our website, multipleai-solutions.com.au. And We also go to a lot of networking events. We’ve got a good sales BDM team, about five people. And Jared, my business partner and co-founder, he lead that side. So it’s not too hard to find us. Actually, we will find you if you’re interested for AI.

Dicky Abraham (24:58): Fantastic. Okay, well, I think we’ve covered enough. For our viewers, if you want to get in touch with Multiple AI Solutions, you’ve heard Ali provide those details. I can attest regarding their quality and service they provide. They’re brilliant. If you or anyone you know needs an AI solution or just wants to ban some ideas regarding AI, please get in touch. My name is Dicky Abraham, Principal Lawyer and Director of Spurling Legal.

Dania Foo (25:25): I’m Dania Foo and thank you once again Ali for joining us. You are our very first guest on our show so thank you very much for coming in and we’ll see you all next time.

Ali Shahroz (25:36): Thank you so much.