Case study: CreateFuture
Shaping a consultancy’s AI adoption story through whitepapers and independent research
Overview
CreateFuture is a digital consultancy helping enterprise clients with AI adoption, cloud transformation and digital engineering. In 2024 they ran a controlled internal study — putting generative AI in front of their own engineering teams to measure what it actually did to speed and quality. They wanted the findings turned into a content campaign that would earn them a credible voice in the market.
🧰 Role: Content strategist and editor with ownership of research commissioning, editorial direction and media relations across a two-part campaign.
The challenge
CreateFuture had done something most consultancies hadn’t — tested AI on themselves before selling it to clients. The job was to make sure that story reached the right people, in a form they’d take seriously.
What I delivered
Whitepaper one — internal research
CreateFuture put generative AI in front of 30 engineers and measured what happened to the speed and quality of their work. I edited the findings into a whitepaper — shaping the structure, tightening the argument and making sure the data did the talking.
Whitepaper two — independent market research
I commissioned an independent research house to survey over 1,000 UK business decision-makers on their attitudes to AI adoption. I edited the findings into a second whitepaper and wrote the press release that went out with it.
Media relations
The press release secured national trade coverage, getting CreateFuture’s research in front of a relevant professional audience.
Video series
I interviewed CTO Jeff Watkins across four sessions, turning the research into a video series distributed across social and owned channels.
Outcome
📈 Impact
- Two whitepapers shaped and edited from brief to publication
- Independent research commissioned across 1,000+ UK business decision-makers
- National trade press coverage secured
- Four-part CTO video series produced