Sometimes, the smartest answer is to explore.

One of our highlights this year was spending time with the Motorsport UK team.

One of the real privileges of working on the frontline with organisations like this is spending time with smart people who are willing to be bold. Focused on giving their teams permission to use AI, build confidence with it and reshape everyday workflows around it - not just talk about it.

The practical, tangible realities of AI are what continue to excite us at Apply AI.

Proud to be partnering with PromoVeritas.

This is a really important collaboration for Apply AI, and we’re incredibly excited to be working with such a smart, thoughtful group of people focused on the important work - bringing rigour, fairness and confidence to how brands run promotions.

Real-world, responsible AI has a powerful role to play where transparency and trust are critical.

Very proud to have worked with the exceptional team at SPQR, creating something special. Grounded in years of institutional understanding of how businesses win the public - now with a new layer of intelligence. And we're only just getting started. Exciting times ahead.

Alongside this, helping bring AI into the organisation with new levels of confidence and clarity.

How could a suite of AI Agents actually support my department?

“Apply AI built bespoke AI agents that are already saving time and streamlining parts of our process. It’s early days, but we can see the potential for a noticeable bump in efficiency and margin pretty quickly.”

Ben Richardson, Founder of The Avenue Group

Think before. you build. What are the business challenges you’re trying to solve? How will AI help you get there?

What does your business look like 5 years from now? How will humans and agents work together on the org chart? At Apply AI, we use this as the starting point in every session - to make sure your teams are exploring with purpose, not just chasing tools.

Rigorously answer the question why - why apply AI? Not just because it’s fashionable to do so.

Our approach as AI consultants is to quickly get you to an AI North Star and start embedding AI into your business in a practical way. It’s an approach that gets you to action rather than theory, allowing you to take a step back, pause and look at a helicopter view of the business.

The Godfathers of AI are predicting we may see AGI emerge in 2026. They are all obsessing over this. So, even if there is a 50% chance that they are right, and it is directionally true. Are we prepared? How do we prepare?

What kind of company do you want to be in the world of AGI?

We’re increasingly seeing value in a layered Agent Strategy:
1. Team-level agents: Enable individuals and teams to build their own agents within a secure framework - close to the work, the workflow, and the context of what they actually need to deliver.
2. Institutional agents: Pre-built, reusable agents that encode core expertise and institutional knowledge across the company - your Vault - enabling multiple teams to work from shared intelligence and scale best practice.

Or require a big upfront investment. Our approach will always come back to two very simple but important principles:
1. AI needs to be practical for teams
2. The AI you do implement needs to align with what you’re trying to achieve as a business.

At Apply AI, we work with teams to move from AI experimentation to safe, practical adoption - embedding AI into real workflows, with clear guardrails, governance, and human ownership.