// Field Guide · The AI-first agency · London

The agency model, updated.

Field Guide is an AI-first agency. Experienced people make the decisions. AI does the work that used to burn your budget. Strategy, brand, growth and technology, done properly and done fast. No juniors, no account layers, no AI gimmicks.

Tell us what is stuck
0

juniors learning on your budget

Wk 1

you see something real, not a slide deck

£0

paid for meetings about meetings

100%

of what we build is yours to keep

// 01 · The problem

Every agency now says AI. The model underneath has not changed.

The traditional agency bills you for the pyramid: juniors learning on your money, account layers between you and the people doing the work, and a scope written to protect the retainer. Bolting a chatbot onto that model does not update it. It just makes the deck longer.

Most AI projects fail the same way, and for the same reason. Tools bought off the shelf, generic by design, bought for the press release rather than the results. The problem was never the technology. It is who is using it, and what they point it at.

// 02 · The model

Experienced people up front. Machines in the engine room.

/ Direct

Experienced people only

Every job is run by people who have done it before, picked because they fit the problem, not because they happened to be free.

/ Deliver

AI carries the weight

Research, writing, build, reporting. The slow, expensive part of agency work now costs a fraction of what it did, checked line by line by people who know the craft.

/ Own

Everything is yours

The ideas, the code, the accounts, the lot. It all belongs to you, and none of it is held hostage to a retainer.

Built on experience. Sharpened by technology.

// 03 · How it runs

Prove it small. Scale on results.

  1. Week 1 · The room

    Bring the problem

    The thing keeping you up at night. The call you want a second opinion on. The idea you have been told cannot be done. Within a week you know what fixing it is worth, and who should be in the room.

  2. Week 2 · Working proof

    See it, not a deck about it

    The first thing you see is real: a working version of the idea, a campaign you could run, an answer built from your own numbers. Not a deck about what we might do one day.

  3. Weeks 3 to 8 · First piece of work

    One job, one price

    Agreed up front, tested in the real world. If it works, we do more. You never pay for guesswork.

  4. Beyond · More of what works

    Do more of what works

    When the results show, the work grows. Everything we build stays yours, at every step.

// 04 · In the field

What we are building right now.

Drinks

Guest experience for a global drinks company

Booking, tickets and the digital side of their brand homes, from first click to walking through the door.

Status: In build
Media

An AI media intelligence platform, designed and shipped

Designed, built and shipped by one small team, with AI in the product and in the process.

Status: Shipped
Beauty & lifestyle

Growth for founder-led brands

AI agents working the unglamorous end of marketing: tuning the ads, chasing the leads, filling the diary.

Status: Live
Learning

An AI learning platform, strategy to build

How it should teach, then the build: AI tutors that hold a real conversation, adapt as they go, and know when to hand back to a human.

Status: In design
Google Microsoft Samsung Lego Bacardi Patrón Heineken Merlin Entertainments Wizz Air America’s Navy Marie Curie Sour Patch Kids Reju Pertemps Exposure ThreeSixty Duck & Dry Dexerto
// 05 · Questions

Asked often, answered straight.

What does AI-first actually mean?

Experienced people decide, AI does. The slow parts of the work run on AI, and a person who has done it before decides what is right and what goes out. You get experienced thinking on everything, without paying a day rate for the donkey work.

Who actually does the work?

A small core team, plus specialists brought in for the problem at hand. Everyone on your job has done the work before, for brands you would recognise. Nobody is learning on your budget.

Do we own what you build?

Yes, all of it. The ideas, the code, the accounts, the data. Where it matters we build inside your own systems, so walking away from us is always easy. That is deliberate.

How does it start?

Small. One piece of work with a fixed price and a clear end point, usually inside eight weeks. If it works, we do more. If it does not, you have lost very little.

We already bought AI tools. Why did nothing change?

Because tools are not the job. Off-the-shelf AI does not know your business, and left alone it never learns it. The value is in wiring it into how you actually work, and that takes people who understand both the technology and your business.

// 06 · Start here

What is stuck?

Tell us the problem. We will tell you who should be in the room, and what you will see in week two.

hello@wearefieldguide.com