Helping people thrive in the age of AI.
We are practitioners, not career trainers. We use AI every day to run our business, build our products, and serve our clients. When we train your team, we're teaching what works in practice, not theory from a slide deck.
The problem we solve
AI is the most significant capability shift in a generation. But most organisations aren't getting the value they should from it. They buy tools, run a workshop, see a burst of enthusiasm, and watch it fade.
The issue isn't the technology. It's the approach. Most AI training treats adoption as a knowledge problem when it's actually a behaviour change problem. Knowing what AI can do is the easy part. Changing how people work is hard.
We designed General Purpose around that insight. Every programme we deliver is built for measurable, lasting behaviour change - not just awareness. We track adoption, measure productivity, and prove ROI because our clients deserve more than "it went well".
Practitioners, not career trainers
Every technique we teach, we use daily. Our instructors are founders, operators, and advisors who have implemented AI in real businesses. They understand the commercial pressures, the cultural resistance, and the practical reality of making AI work inside an organisation.
This isn't a team that reads from slides someone else wrote. When a participant asks "but does this actually work?", our instructors answer from direct experience - because they have done it themselves, in their own work, that morning.
In the room
Real classes. Real people.
We teach in rooms full of people doing real work, asking difficult questions, and building workflows they can use the next day.
Why we do this
Our mission is to ensure no one gets left behind in the age of AI.
We give people the skills and confidence to use AI safely and effectively at work. We deliver practical, hands-on training that breaks down the barriers to AI skills, ensuring the future of work is accessible to all.
And by helping people truly understand these tools, we're building a society of informed AI citizens who will thrive in their careers and shape how this technology is adopted in their organisations and beyond.
Want to see how we can help your team?
Get in TouchThe team
A small, focused team that punches above its weight.
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.
Susi Castle
Marketing Lead
Marketing Lead 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.
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.
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.
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.
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.
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.
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.
Join the team
We're always interested in hearing from exceptional people who share our mission. If you're a practitioner who wants to help organisations thrive with AI, we'd like to hear from you.