AI & Automation
Practical intelligence inside customer journeys and internal operations — governed, auditable, and honest about where AI does not belong.
The situation
Most AI proposals fail for one of two reasons: they automate something that was not a problem, or they put a probabilistic system in charge of a decision that has to be provably correct.
The useful version is narrower and considerably more valuable — remove manual friction, answer routine questions from approved information, and keep a human in the loop wherever consequence is high.
How we do it
- 01
Find the friction
Where time actually goes, measured rather than assumed.
- 02
Decide what not to automate
The most important step, and the one usually skipped.
- 03
Design the guardrails
Approval gates, suppression rules, audit trail, kill switch.
- 04
Build narrow
One workflow, proven, before anything is generalised.
- 05
Prove
Adversarial testing on the cases that would embarrass you.
- 06
Operate
Monitoring, review cadence and a documented rollback.
What you get
- Assistants answering from approved, sourced knowledge
- Lead qualification and enrichment workflows
- Document, proposal and report generation
- Internal tools and decision support
- Approval gates and human-in-the-loop controls
- Audit logging and data-handling standards
Where this was the substance
A brand built from nothing — name through to nurture. Identity, messaging, store, acquisition, email and automation delivered as one system rather than six suppliers.
Digital identity · Design · Brand storytelling · eCommerce · Automation · Paid media · Email · GrowthOur own venture — which is why we can publish how it is built, in detail no client NDA would allow.
AI & automation · Platform · DesignA two-sided marine platform we built and operate ourselves — crew profiles, employer credits, verified unlocks.
Platform · Automation · MarineRepositioned from financial advisor to retirement partner — competing on confidence rather than products — with a custom CRM behind every form on the site.
Digital identity · Brand storytelling · Design · Development · Automation · EmailA seaside guest house positioned where coastal luxury meets corporate stay, with booking handled properly.
Design · Development · AutomationAn internal ordering portal so every branch buys on-brand merchandise, fulfilled through our reseller network.
eCommerce · Trade portal · AutomationBranded merchandise ordering for a national network — clothing, gifting and display, controlled centrally.
eCommerce · Trade portal · AutomationStore and staff ordering for a national restaurant franchise, on one approved catalogue.
eCommerce · Trade portal · AutomationQuestions we get asked
Where should AI not be used?
Anywhere the output must be provably correct rather than probably correct: payments, pricing, legal commitments, medical or safety information, and any irreversible action. Those stay deterministic, with AI restricted to drafting or summarising for a human to approve.
How do you handle our data?
Minimum necessary data, explicit approval before identifiable client information is sent to a provider, a scan that blocks credentials and payment data outright, and an audit record of every submission. We can share the standard we hold ourselves to.
Do you have a working example?
Yes — our own. futr runs a governed agent system on its own pipeline, with named agents, declared autonomy levels and approval gates. Because we own it, we can show you the architecture in detail rather than describing it in the abstract.
Tell us what is changing in the business.
If we are not the right partner for it, we will say so in the first conversation.