WorkingArtificialIntelligence

“AI isn't the value. Knowing what to make, why, and how to judge it, that's the value.”

Schooled in the North East, raised on music, tech and hard work. Sunderland BA in digital media, animation and music; then a Digital City Fellowship at Teesside University, where he launched and ran a 2D animation studio.

Twenty years later that's turned into a career built on one habit, learning the new thing early and finding what it's actually good for. He founded and scaled the digital and creative arm of a leading UK communications agency, growing it to £1.5m in new revenue and a team of five. As CMO he took a trade-and-sustainability analytics start-up to acquisition. As marketing director he built an FCA-regulated fintech brand from the name up, over a million media impressions at launch, and 100+ inbound leads a month on a £10k budget.

Along the way: global PR landing in BBC News, CNBC, the FT and Politico, a conference convening 50+ policy, security and trade experts: and, for balance, an Amazon-bestselling children's book series.

The through-line isn't the technology, it changed every few years. It's that on the other side of every one of those logos was a person who needed something doing, and wanted someone to take it seriously. That hasn't changed since the first album sleeve.

W'A.I is what happens when you point twenty years of that at an engine. Based in London; the accent and the work ethic are still County Durham.

The twenty years is a separate archive, and it is public: 148 projects at krismakuch.co.uk, with a graph that shows where the disciplines overlapped and how they ended up here.