Flor(encia) Coelho works for the data team and Proyecto Naturaleza at La Nación, Buenos Aires, Argentina. She was originally a commercial lawyer but her first encounter with the internet in the mid-1990s sparked her interest in digital media. She became a researcher, developing new tools and blogging. Having freelanced for La Nación as a new media consultant and trainer, she was hired in 2008 for its Research & Development in New Media Department. During a JSK journalism fellowship at Stanford in 2019, she focused on the opportunities for journalism inherent in the Artificial Intelligence ecosystem.