Ayla Karmali

Ayla is a highly experienced commercial solicitor with a distinct focus on commercial contracts, AI & technology, and franchising. Having worked in-house for some of the world’s most innovative global brands—including Google DeepMind, Pentland Brands (Speedo, Ellesse), and Gett—she leverages this large-corporate knowledge to provide accessible, strategic advice specifically for SMEs (Small and Medium-sized Enterprises).

Ayla helps businesses set up, negotiate and manage the commercial contracts they need to run their operations, including service agreements, supply, and marketing agreements. She helps businesses launch and manage their franchises and assists franchisees in understanding their rights and obligations. Ayla also helps SMEs negotiate crucial tech contracts or establish appropriate agreements to distribute their technology products and services.

Commercial. Transparent. Agile.

Ayla understands that SMEs need clear, proactive answers, not just risk alerts. Her extensive in-house experience has taught her that legal advice must enable growth, not stifle it.

• Commercial Mindset: Ayla doesn’t just look at the law; she applies a General Counsel’s perspective to the overall picture. She helps clients weigh the complex legal risks against their commercial objectives to deliver clear, informed decisions quickly.
• Transparency: She believes in clear communication and transparency. Ayla strips away legal jargon to focus on the terms that actually matter to a client’s bottom line.
• Expertise without Complexity: Whether negotiating a master franchise agreement or a complex SaaS contract, Ayla acts as a strategic partner to achieve the objective.

Ayla qualified as an Attorney in New York in 2011 and as a Solicitor in England & Wales in 2014. Her background combines rigorous private practice training with significant in-house commercial roles, giving her a strong track record of working inside businesses, not just alongside them.

Most recently, Ayla served as Legal Counsel at Google DeepMind, where she advised on data governance, intellectual property, and compliance for cutting-edge AI models. Prior to this, she managed global SaaS agreements for Gett and handled high-value licensing and distribution for Pentland Brands, working directly with C-suite stakeholders to expand global brands.

Ayla also holds the Qualified Franchise Professional (QFP) accreditation, giving her deep specialist knowledge in helping franchisors and franchisees navigate the sector both domestically and internationally.

• Commercial Contracts: Drafting and negotiation of all manner of agreements, including master service agreements, terms and conditions for the supply of goods and services, supply agreements, and marketing agreements.
• Franchising: Drafting franchise agreements, managing franchise expansion structures, and advising franchisees on their rights and obligations (QFP accredited).
• Technology & AI: SaaS contracts, software distribution agreements, AI model governance, data licensing, and support for tech product launches.
• Data Protection: GDPR compliance, data processing agreements (DPAs), risk assessments, and internal training for SMEs handling sensitive data.
• Intellectual Property: Brand licensing, trademark management, and IP protection strategies for small and growing brands.

Ayla’s experience is directly transferable to the needs of SMEs:

• Setting up the Basics: Drafting foundational commercial agreements (Standard Terms and Conditions, Supplier Contracts, NDAs) to ensure a business is protected from day one.
• Franchise Launch: Advising new franchisors on structuring their business model and drafting comprehensive, compliant franchise agreements for UK and international markets.
• Tech Procurement: Helping SMEs review and negotiate critical technology contracts, such as SaaS agreements, software development deals, and licensing terms, ensuring favourable commercial outcomes.
• Data Strategy: Conducting concise risk assessments for SME data collection practices to ensure GDPR compliance without excessive cost or bureaucracy.
• International Sales: Drafting or reviewing distribution and agency agreements to help small businesses launch their products into new overseas markets (e.g., Europe, USA, Middle East).

Ayla maintains a keen interest in personal development, yoga, and meditation, and has professional experience as a life coach. She is passionate about travelling, which gives her a broad perspective on international cultures and markets.

Ayla Karmali was very helpful, professional and very patient with my many questions. I definitely recommend.

Fantastic service and support. Ayla was brilliant. Professional, confident, kind, respectful and informative. Highly recommended

Ayla the solicitor that handle my case was excellent. Very professional and friendly. Always kept me updated. I couldn’t fix a fault if I tried.

Couldn’t be happier with outcome of my dispute. Ayla is knowledgeable and thorough. Thank you very much for your counsel.

I couldn’t have been happier with the service I got from Ayla at Goldstein Legal.  Not only was she very knowledgeable but she was patient and supportive with my endless questions.