Creative Engineers launches to scale AI content

A new consultancy, Creative Engineers, has launched to help brands redesign how they create, manage and scale content, with a focus on embedding AI into day-to-day marketing operations.

Founded by Helen Weisinger, Niall McKinney, Morgan Cox and Cressida Laing, the business aims to address the gap between AI experimentation and practical implementation.

The consultancy begins operations with three founding clients, including Allwyn, operator of The National Lottery, and will work with brands to improve content production models and governance frameworks.

Bridging the gap between AI pilots and production

Creative Engineers focuses on helping organisations move beyond isolated AI tests by building operating models that integrate technology into existing workflows. The consultancy combines creative, production and engineering expertise to support marketing teams in delivering content efficiently without disrupting established processes.

Niall McKinney, founding partner, Creative Engineers: "Most organisations don’t need more AI pilots – they need an operating model their teams actually want to use every day. We built Creative Engineers to move brands from ‘we should use AI’ to ‘AI is how we work’, with practical workflows and playbooks that drive real adoption, and guardrails that protect brand equity."

Helen Weisinger, founding partner, Creative Engineers: "AI can unlock speed and scale, but it only works when the fundamentals are right. Real change happens when ways of working evolve – when teams, roles and governance adapt alongside the technology. That’s why we focus on building operating models that people can actually use, and bringing AI in where it genuinely adds value."

Focus on in-house capability and workflow integration

The consultancy’s model centres on reorganising and upskilling in-house teams, enabling brands to retain and develop capabilities internally. It deploys AI within live production environments, identifying use cases, testing processes and scaling effective solutions through a proprietary framework.

This approach is designed to help marketing leaders manage increasing demand for content across formats and markets, while maintaining quality and brand consistency under tighter budgets and timelines.

Built on production consultancy foundations

Creative Engineers evolves from Production Works, a consultancy founded by Helen Weisinger to optimise production models. The expanded business brings together specialists from across marketing, media, production and digital transformation to address operational challenges in modern content creation.

The founding team includes experience from companies such as Travelocity, Time Inc, Prodigious and Tag, and will collaborate with a network of external partners.

Steve Parkinson, brand and marketing director at Allwyn: "As we continue to evolve our in-house creative capability, we’re focused on meeting growing demands for speed, quality and relevance without compromising brand standards. Working with Creative Engineers has helped us rethink how we operate and strengthen how our teams work together. We’re building a more agile, multi-skilled model that enables us to deliver high-quality, relevant content at scale."

www.thecreativeengineers.ai

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