10,000+ people trained across 500+ organisations
What we do
Bespoke AI training designed to work.
Every programme is built from scratch around your team. Your workflows, your tools, your problems. We deliver in person, at your offices in London, across the UK and beyond. And we measure everything, so you never have to take our word for it.
We practise what we teach
Our instructors are founders and operators using AI in their own work every day. We teach what holds up in practice, not what sounds good in theory.
Designed around your team
Every workshop is shaped around your workflows and the tools you already use, from ChatGPT and Copilot to Claude Code. No templates, no generic demos.
In person. Hands-on.
Small cohorts, real work, and hands-on practice from the first session. Not a webinar, not a video course, and not passive training.
Your team leaves ready
Every participant leaves with a workflow they have built themselves. Something practical they can use straight away to work better.
We prove it works
We measure what changes before, during, and after the work. Surveys, check-ins, and resurveys give you clear evidence of impact.
With you for the long haul
Strategy, governance, tool selection, and culture change don't end after one workshop. We stay close as your team’s AI needs evolve.
Featured in
Case Study: Frontier Economics
AI strategy and training for 300+ people across Europe
Frontier Economics is a staff-owned economics consultancy with nine offices across Europe. Since 2023, General Purpose has worked with Frontier Economics on AI strategy, Mastering ChatGPT workshops across its offices, an AI Activation Programme and 1:1 AI Coaching, with Agent Builder next.
13x
projected first-year ROI
+47 min
saved per person each day
£478k
annual productivity recovered
98%
would recommend the training
Real numbers. Real results.
79%
Reported using AI daily within a week of training
47min
Saved per person, per day
13x
Return on investment
93%
Would recommend to a colleague
Based on post-class surveys from a sample of 500+ attendees.
Who this is for
You know AI is changing everything. Now you need to make sure your team doesn't get left behind.
Most teams will settle for a free webinar and a Copilot licence. This isn't for them. This is for the teams that actually want AI to work.
You see what's coming.
AI is reshaping your industry. You want to be the team that got there first.
You're building something bigger than a training programme.
You want an AI-native culture. You need someone who's done it before.
You've seen what bad training looks like.
You've sat through the webinar. You've watched the enthusiasm fade. You're not doing that again.
You're putting your name on this.
You're championing this internally. We give you the data to back it up and make your team look good.
Why we're different
AI training that drives real results
Not e-learning
We build culture change and an AI-native mindset. Clicking through modules doesn't.
Not generic training
We make it relevant to your team's actual work, so people get value from day one.
Not academic theory
Your team wants to do their job better with AI, not study for a degree. We get them there in half a day.
Not a consultancy bolt-on
AI isn't our upsell. It's the only thing we do, every single day.
What we offer
Everything your team needs to get ahead.
Go from dabbling to delivering results. Strategy, training, tools, coaching, measurement. Everything is bespoke to your team and we'll handle the lot.
AI Enablement
We map your workflows, tools, and team structure to identify the highest-value AI use cases for your specific context. We help you choose the right tools for your organisation and create practical AI usage policies that people actually follow. It's never off-the-shelf: the output is shaped around your team, your documents, and what you need to unlock first.
AI Strategy
A facilitated session for leadership teams that uses competitive landscape analysis and your internal data to build consensus on AI priorities and a pragmatic roadmap with clear next steps. Quarterly check-ins help keep that roadmap up to date and aligned with the latest trends. You leave with an actionable AI roadmap aligned to your business objectives.
Bespoke AI Training
Hands-on workshops covering ChatGPT, Claude, Copilot, and Gemini, tailored to your team's real tasks and data, plus advanced sessions on Cowork and ChatGPT Work, and Claude Code and Codex courses for both non-developers and engineering teams. Every in-house class is a half-day session, built around the tools your firm actually uses. Participants leave with techniques they can apply to their work the same day.
Workflow Redesign
Half-day workshops where we help your team reorganise how they work to get the most from AI. We map a real workflow, then rebuild it around AI, with working AI agents where they help, by the end of the session. No coding experience required. These usually work best as an ongoing series, each session shaped around the next high-value workflow your team wants to change.
Find out moreAI Activation
We run an AI in Action session to show your team the art of the possible across different tools and use cases, set up your AI champions programme and support it on an ongoing basis, provide template comms for rollout, and help you develop a practical best-practice usage policy.
Ongoing Support
Ongoing access to our instructors for anyone in your team. This includes tailored coaching to help people go further, push the boundaries of what AI can do in their role, and get extra support where it's needed, alongside monthly emails on the latest feature releases and why they matter for your team.
What we train on
Deep, tool-specific AI training courses
Whatever your team uses, we go deep. Every workshop is shaped around the assistant your firm has actually adopted, so people leave able to use it on their real work the same day.
ChatGPT training
Custom GPTs, deep research, and analysis, built around your team’s real work.
ExploreAdvanced ChatGPT and ChatGPT Work training
ChatGPT Work for confident users ready to hand over whole tasks.
ExploreClaude training
Long documents and careful writing for teams that live in the detail.
ExploreAdvanced Claude and Cowork training
Cowork, Claude Code, Skills and sub-agents for confident daily Claude users.
ExploreMicrosoft Copilot training
Real value from the AI already inside Word, Excel, Outlook, and Teams.
ExploreAdvanced Copilot and Agent Builder training
Researcher, Analyst, Cowork and Agent Builder for confident daily Copilot users.
ExploreGemini training
Get more done across Google Workspace, from Docs to Sheets to Gmail.
ExploreAdvanced Gemini and Workspace Studio training
Gems and skills, Gemini Notebook and Workspace Studio for confident daily Gemini users.
ExploreClaude Code for non-developers training
Non-developers building the tools their work needs, from plain English, safely.
ExploreClaude Code for developers training
A half day in your own repo, from sharp brief to reviewed, tested change.
ExploreCodex for non-developers training
OpenAI’s coding agent for the people closest to the work, not just engineers.
ExploreCodex for developers training
Reliable, reviewed results from OpenAI’s coding agent in your own codebase.
Explore
Your instructors
Practitioners, not trainers
We don't teach AI from slides. We use it to run our business. Our workflows, our reporting, our client work. Everything. When we train your team, we're teaching what we do, not what we've read.
Tom Hewitson
Founder + Chief AI Officer
Webby-award-winning technologist and entrepreneur with over a decade of experience working in AI. Visiting lecturer at City University London and commentator on AI. Previously worked at Meta, BBC Worldwide and the Government Digital Service.
Meet the team
Tom Hewitson
Founder + Chief AI Officer
Webby-award-winning technologist and entrepreneur with over a decade of experience working in AI. Visiting lecturer at City University London and commentator on AI. Previously worked at Meta, BBC Worldwide and the Government Digital Service.
Josh Page
Enablement Lead
Former digital transformation consultant at a leading advertising and media organisation specialising in data modernisation for AI. Previously senior relationship manager for a leading edtech company.
Tom Ursell
Operations Lead
Operations Lead keeping programmes running smoothly through automation and better processes. Previously at the Financial Times, cutting digital event setup from an hour to around eight minutes. Proudly dyslexic systems thinker.
Cien Solon
AI Instructor
AI Transformation Consultant for the financial services industry. 10 years experience in delivering AI solutions for fintech companies. Founder of LaunchLemonade, safe AI agents for businesses.
Aaron Jones
AI Instructor
Exited founder, generative AI pioneer, and BEM recipient building creative tools for the AI video era. International speaker on generative video and human-computer interaction.
Susi Castle
AI Instructor
AI Instructor at General Purpose with over a decade in marketing. Ally of the year at Bloom Awards and 3x Mini MBA alum. Taught English in France & Japan, worked in banking in Germany and in the EU Parliament.
Charlie Cadbury
AI Instructor
A multi-award winning technologist working at the leading edge of human-computer interaction with a focus on voice/AI assistants. Regular industry thought leader and commentator.
Meena Sangar
AI Instructor
OneTrust Responsible AI certified advisor helping organisations build people strategies for AI transformation. Future of Work Lead at Global Tech Advocates and Advisor at Enterprise Nation.
Louis Whittal
AI Instructor
Product designer and product manager with a background spanning front-end development, GenAI training, growth marketing, and advertising. Passionate about helping people build confidence with new tools and technologies.
Gerhild Pirker
AI Instructor
Digital Publishing & Marketing Consultant with 16 years experience in Advertising and Communications with a focus on AI. Mental Resilience and Ikigai Trainer and cycling enthusiast.
How it works
Designed for your team. Built to stick.
Every programme is shaped around your team, guided by what we've seen work across 500+ organisations: align the work, build momentum, train the right people, then measure what changed.
The typical journey
Start with strategy
A typical engagement begins with strategy and enablement work so we can understand your workflows, goals, tool stack, and where the biggest opportunities sit.
Build momentum with activation
Then we help create internal pull with AI in Action all-hands sessions, champions programmes, and rollout support that keeps adoption moving across the firm.
Train the whole organisation
From there we build AI literacy team by team with bespoke Mastering workshops, tailored to whichever assistant your organisation actually uses.
Redesign how each team works
Then we work through the organisation team by team with Workflow Redesign, rebuilding real workflows around AI and the agents that run them, with 1:1 coaching for advanced staff and internal leaders.
Start with strategy
A typical engagement begins with strategy and enablement work so we can understand your workflows, goals, tool stack, and where the biggest opportunities sit.
Build momentum with activation
Then we help create internal pull with AI in Action all-hands sessions, champions programmes, and rollout support that keeps adoption moving across the firm.
Train the whole organisation
From there we build AI literacy team by team with bespoke Mastering workshops, tailored to whichever assistant your organisation actually uses.
Redesign how each team works
Then we work through the organisation team by team with Workflow Redesign, rebuilding real workflows around AI and the agents that run them, with 1:1 coaching for advanced staff and internal leaders.
Proven across 500+ organisations
From discovery call through to post-training measurement, we handle customisation, delivery, and follow-up so you can see exactly what changed.
What our clients say
The Forward Institute
Candy Kittens
“This course is excellent, providing a gateway to the vast opportunities that AI and GPTs present for both individuals and workplaces. Whether you're a novice or not yet an expert, the value and insights gained from this course are invaluable.”
Chris Lloyd
EVP and Head of Operations, Dow Jones
“As an insurance executive in an industry where AI is expected to be a massive disruptor, understanding the limitations around AI and data, as well as the powerful tools around text-based work and how to best use them, the course was right on point.”
Erik Johnson
Active Underwriter, Lloyd's of London
“An incredibly informative, educational and enjoyable course that helped me understand how AI can be utilised in several ways - and easily implemented to help me work smarter, not harder.”
Lewis Reynolds
Funding Associate, Thirty Percy Foundation
“Really good introduction to the power of AI and ways in which it can be used. Hands-on and valuable from knowledgeable trainers.”
Matthew Leopold
Head of Brand, PR and Content Marketing, LexisNexis
“An excellent course to help you understand the fundamentals of how to use tools like ChatGPT effectively. This course aims to boost your productivity and ensures you don't get left behind in this ever evolving technological wave!”
Cecilia Ting
Senior People Partner, Virgin Media O2
“This session had everything you need to get started using AI in an impactful way. We had a range of different people in the room and they all left with a number of new ideas and techniques.”
Daniel Wardle
Founder, Rampart
Frequently asked questions
AI workshops, answered
Do you run AI workshops?
Yes. In-person AI workshops are the core of what we do. Every in-house class runs as a half-day session with an instructor and a dedicated tutor in the room, built from scratch around your team’s workflows and tools.
What do your AI training courses cover?
Our AI training courses are built around your real work rather than a fixed syllabus. We cover the tools your team uses day to day, practical prompting and workflows, and how to use AI safely with your own documents and data. We also run AI strategy workshops for leadership.
Do you train in person or online?
In person by default. We put an instructor and a dedicated tutor in the room so nobody gets left behind, and it is hands-on from the start, using your team’s own tasks and documents. We can also run sessions remotely when that suits your team better.
Which AI tools do you train on?
We train on ChatGPT, Claude, Microsoft Copilot and Gemini, run advanced sessions for each of them, including Claude Cowork, ChatGPT Work, Copilot Agent Builder and Google Workspace Studio, and teach Claude Code and Codex to both non-developers and developers. We tailor every session to the tools your organisation actually uses.
Where do you deliver training?
We design our programmes in London and deliver them wherever your team is.
Questions? Let's talk.
Get in touch. We usually reply the same day.
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