Matthew Kershaw
Matthew runs Woolf Consulting. He helps creative and marketing businesses work out where AI fits, and helps the team to build it.
Over the past three years he’s run AI audits and implementations for in-house teams, agencies and production companies – from 10-person shops to a Plc producing 240,000 assets a year.
Before that, he spent 20 years in digital media, advertising and content – at places like MTV and BBH – and six years in generative AI, including scaling start-up D-ID and shaping their Responsible AI framework.
He’s spent years in the rooms where this work gets bought, briefed, and delivered. His advice delivers value because of it, and makes sense to the people who actually have to use it.
WOOLF CONSULTING & WOOLF & HALE
Woolf Consulting works alongside Woolf & Hale, a training and enablement practice run with Richard Hale. Together we cover the full picture:
Method – where and how to adopt AI (Woolf Consulting)
Mastery – training your teams to use it well (Woolf & Hale)
Making – creating content with AI and our partner network
Sometimes a client needs all three. Sometimes just one.
HOW WE WORK
Start with the work
We talk to the people doing the work before we talk about tools. That's how we find the real opportunities, and why our recommendations stick
Build to hand over
The team builds it, the team owns it. We design the system and support the build – we don't become a dependency
Plain language
No jargon, no frameworks-for-the-sake-of-it. If we can’t explain it simply, we haven’t thought about it enough