Managing Partner
Prima Nexus
Life-science lab services and research supplies in Malaysia. I joined in 2014 and grew with the company.
Visit primanexus.com.myAbout Nura
Hello, I am Nura.
My full name is Nur Afifah Samsuddin. I am an entrepreneur in life science and genomics in Malaysia, and I lead a team that is mostly women.
In 2026 my team and I learned to work with AI, one step at a time, mistakes included. Now I want to share what we learned with other women, so they can start sooner and with more confidence.
- Managing Partner, Prima Nexus
- Director, Neo Nexon
- Founder, Myself + AI-Self
Community over selling.
What I do
My work, in three places.
Director
Neo Nexon
Genomics and DNA wellness testing, through the ATGC brand.
Visit neonexon.comFounder
Myself + AI-Self
A movement that connects women entrepreneurs, especially Muslim women, to learn AI together through Circles, webinars, free guides and one-to-one sessions.
About the movementIn all of this work, my team is mostly women. We learned much of what I share here together.
What drives me
I build relationships, not just sales.
Three things shape the way I work.
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Community over selling
I would rather build a relationship than push a sale. Good business grows between people who trust each other.
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Trust
In science and health, trust is everything. I build it slowly, by keeping small promises and by being clear about what we can and cannot do.
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Bridging academia and industry
Researchers hold deep knowledge. Industry knows how to bring it to people. I like to stand in between and help both sides meet.
My road so far
How I got here, year by year.
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2014
I joined Prima Nexus
A life-science lab services and research supply company in Malaysia. This is where I learned how much good science depends on good relationships.
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2017 to 2019
Serving the research community
I served on the publicity committee of a laboratory animal science association, helping its news and events reach researchers.
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2018
An international conference on drug discovery
I organised an international drug-discovery conference, bringing researchers and industry together.
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Around 2020
Genomics and DNA wellness
With Neo Nexon and the ATGC brand, my work grew into genomics and DNA wellness testing. Today I am Director of Neo Nexon.
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2026
The AI year, in three steps
This is the year my team and I learned to work with AI. It did not go smoothly at first.
- 1 January to March 2026
No clear plan
We tried to bring AI into the business, but without a plan it did not go far.
- 2 April to June 2026
A costly bootcamp
We ran an AI bootcamp for the whole team. It cost money and gave little back.
The lesson: start with real work, not with a course.
- 3 July to September 2026
Building our own tools
We moved from simple chat tools to building with an AI coding agent. We rebuilt our company website and built portals where staff and clients log in. Now many AI helpers do routine work for us on a schedule.
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Today
Myself + AI-Self
I started Myself + AI-Self to connect women entrepreneurs, especially Muslim women, so we can share, guide each other and learn together.
What I stand for
Four values that guide my work.
Amanah: keeping trust
What is placed in my hands, I look after: people’s time, their data and their trust.
Learning in the open
I share what worked and what did not. Our costly bootcamp taught us as much as our wins did.
Rising together
When one woman learns, she can teach the next. No woman should have to work it out alone.
Faith, family and work in balance
Growth should make life fuller, not heavier. That is why our events end before Zohor and our webinars start after Isyak.
Why this movement
Why I started this, and why now.
Why this movement
I saw what changed in my own team. In a few months, my team, mostly women, went from simple chat tools to building real tools for our daily work.
Many women I meet are capable and full of ideas. What holds them back is access: time, networks, capital, skills and, sometimes, the confidence to begin.
AI cannot solve all of that. But used well, it gives back time and opens new opportunities. It does not replace the woman. It stands beside her.
Why now
AI is changing how work gets done now, not in ten years. But women are taking it up more slowly, and many have very little time to spare.
25% lower
Women take up generative AI at about a 25% lower rate than men, across 18 studies of more than 140,000 people.
Source: Harvard Business School Working Knowledge, February 2025
97%
of women who own micro and small businesses in Malaysia say time is their biggest problem.
Source: The Asia Foundation with KANITA, Universiti Sains Malaysia, July 2024 (1,471 people)
If we wait, the gap grows. If we learn together, in a way that respects our faith, our families and our time, we can close it.
In my words
A letter to you
Dear friend,
I am not a technologist. My work has always been about science, health and people.
This year, my team and I learned AI the slow way. We tried it with no plan. We paid for a bootcamp that gave us less than we hoped. Then we started using AI on our real work, one task at a time, and things began to change.
What I learned is simple. AI does not replace you. It gives you back time and helps you think more clearly. You still decide. Your values still lead.
I also learned that no woman should have to figure this out alone. Many of us carry a business, a family and a community at the same time. We do not need more pressure. We need good people around us, clear guidance and a little courage to begin.
That is why I started Myself + AI-Self. Come to a Circle, join a webinar, or book a session with me. Bring your questions and your real work. We will learn side by side.
Warmly,
Nura
Nur Afifah Samsuddin
For organisers and media
A short bio you can use
Inviting Nura to speak or writing about the movement? You are welcome to use this text as it is.
Nur Afifah Samsuddin (Nura) is a Malaysian entrepreneur in life science and genomics. She is Managing Partner of Prima Nexus, a life-science lab services and research supply company, and Director of Neo Nexon, which works in genomics and DNA wellness testing through the ATGC brand. She joined Prima Nexus in 2014 and leads a mostly female team. In 2018 she organised an international drug-discovery conference. In 2026 she led her team from first experiments with AI to building their own tools and AI helpers, and started Myself + AI-Self, a movement that connects women entrepreneurs, especially Muslim women, to learn and grow with AI together.
Begin with me
Three gentle ways to start.
Book a session
Talk with me one to one. The first step is a short discovery chat about where you are and what you hope for.
20 minutesFree
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Join a Circle
A small, women-only morning to learn side by side, share openly and leave with your own first AI-self routine.
Women onlyFree for this first Circle
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Get the free ebook
Meet Your AI-Self: a 7-day starter guide. Seven short days, one small step each, to set up an AI-self that helps you think, plan and create, in your own voice and your own way.
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