Skip to content
Craig Lovelidge, Senior GenAI Strategy & Adoption Consultant at Grant & Graham
Senior Consultant · Netherlands · Europe · Global

Craig Lovelidge.

Senior GenAI Strategy & Adoption Consultant
Beyond AI hype. Into trusted capability.

Senior GenAI strategy and adoption partner helping organisations move beyond AI hype into confident, practical and sustainable use of artificial intelligence in real business environments. 18+ years bridging brand and creative leadership with hands-on AI implementation. Currently advising one of the Netherlands' largest law firms on GenAI adoption.

Based In
Netherlands
Specialism
GenAI · Adoption · Workflow
Available For
European & global engagements
18+ Years In high-impact global brand, creative and AI implementation programmes
CASSINI EC Mentor Expert Mentor at the European Commission's CASSINI Business Accelerator
UvA Academic Mentor University of Amsterdam Business School — GenAI, Creative, Branding, Communication
Top NL
Law Firm Current Client Advising one of the Netherlands' largest law firms on regulated GenAI adoption
About Craig

Turning Generative AI into practical, trusted capability for leaders and teams.

Craig Lovelidge is a senior GenAI strategy and adoption partner who helps organisations move beyond AI hype and experimentation into confident, practical and sustainable use of artificial intelligence in real business environments. With over 18 years of experience leading high-impact global brand and creative programmes, he brings a rare combination of strategic thinking, creative leadership and hands-on AI implementation.

Rather than positioning himself as a traditional "AI expert" in a rapidly evolving field, Craig focuses on making AI usable, safe and effective in the context of real organisations, real people and real outcomes. He works closely with founders, CMOs and leadership teams to embed AI into everyday workflows — building confident habits, designing custom AI copilots (including AI Twins and "Chief Everything Officer" systems) and reshaping decision-making processes.

A calm, human-first approach — structure and direction for organisations navigating AI uncertainty. Helps leaders move forward with confidence, turning complexity into practical capability that actually sticks.

Craig is currently advising one of the Netherlands' largest law firms on GenAI adoption, supporting leadership and legal teams in a highly regulated environment. His work balances innovation with governance, risk management and quality control — ensuring AI enhances professional standards rather than undermining them. He thrives at the intersection of strategy, creativity and execution — turning AI from an abstract concept into a trusted partner in everyday work.

Credentials & Distinction

Three distinctions behind eighteen years of brand, creative and AI leadership.

Most GenAI consultants come up through engineering. Craig comes up through creative leadership at top-tier global brands — supplemented by Expert Mentor roles at the European Commission's CASSINI Business Accelerator and the University of Amsterdam Business School. The combination is rare: deep creative pedigree, formal mentor recognition, and hands-on AI building.

CASSINI
Mentor European Commission Expert Mentor at the EU's CASSINI Business Accelerator — recognised GenAI, strategy and innovation pedigree at European institutional level.
UvA
Mentor Amsterdam Business School Academic mentor at the University of Amsterdam Business School — covering GenAI, creative direction, branding and communication.
18+ Years Senior High-impact global brand and creative programmes — the operating credibility behind every AI engagement Craig leads.
Where Craig Has Led

Senior creative leadership inside six globally recognised brands and agencies.

Craig has led brand and creative programmes inside the agencies and brand environments that set the global standard for creative excellence — the operating pedigree underneath every GenAI engagement.

DDB Germany
Group Creative Director · Berlin
Jung von Matt
Senior Creative · Hamburg / Berlin
StrawberryFrog
Global Creative Director · Emirates
Staples Solutions
Pan-European ECD · AMS / LIS / BOS
Affinity Group
Executive Creative Director · AMS
Red Cell
Art Director · London
AI Products Craig Has Built

Not just AI consulting. AI building.

Craig is one of very few senior consultants who actually builds the AI products he advises clients on. Three named AI products, all built independently — from the AI Twin to the “Chief Everything Officer” system to bespoke role-based copilots trained on internal documents and tone of voice.

AI Twin
Custom Personal AI Copilot
“Chief Everything Officer”
Executive Support AI System
Custom GPTs & Copilots
Role-Based, Document-Trained
How Craig Can Help

Five capabilities. All AI-led.

Craig's offering covers GenAI strategy and adoption, AI for regulated and professional environments, custom GPTs and copilots, AI workflow design and productivity enablement, and AI training and workshops — built on 18+ years of senior brand and creative leadership across DDB, Jung von Matt, StrawberryFrog and beyond.

01

GenAI Strategy & Adoption

Designs clear, actionable AI strategies that align with business objectives and real operational needs — moving teams from curiosity to confident, consistent AI use.

02

AI for Regulated & Professional Environments

Supports professional services and legal organisations in adopting AI responsibly — with strong attention to governance, risk, data sensitivity and output quality.

03

Custom GPTs & AI Copilots

Builds role-based AI copilots trained on internal documents, tone of voice and operating context — including AI Twins and executive support systems teams genuinely use.

04

AI Workflow Design & Productivity

Redesigns existing workflows using AI to reduce overload, improve speed and enhance decision-making — without sacrificing human oversight, judgement or quality.

05

AI Training, Workshops & Enablement

Delivers hands-on, high-energy workshops that demystify AI and activate immediate, practical application across leadership and delivery teams — not slide decks that collect dust.

Why Work with Craig

Three reasons clients return.

If you want AI to deliver real value — not noise, risk, or short-lived pilots — Craig brings the clarity, structure and leadership to make it work. He excels in environments where trust, quality and accountability matter.

REASON 01

Builder, not just adviser

Craig actually builds the AI products he advises on — AI Twins, “Chief Everything Officer” systems, custom role-based copilots. The credibility of having shipped, not just slidewared.

REASON 02

Regulated-environment fluency

Currently advising one of the Netherlands' largest law firms on GenAI adoption. Balances innovation with governance, risk management and quality control — ensuring AI enhances professional standards rather than undermining them.

REASON 03

Calm clarity, human-first

Brings structure and direction to organisations navigating AI uncertainty — preserving human judgement, tone of voice and culture while unlocking the speed and clarity that GenAI actually delivers.

Areas of Expertise

Disciplines and contexts Craig operates across.

A senior GenAI strategy, adoption and workflow design consultant with European Commission and University of Amsterdam mentor credentials — available for European and global engagements at scale.

GenAI Strategy GenAI Adoption AI Workflow Design Custom GPTs & Copilots AI Training & Enablement AI Twins Chief Everything Officer Systems Role-Based AI Copilots Document-Trained AI Tone-of-Voice AI Training AI Governance AI Risk Management AI Quality Control Responsible AI Adoption Human-Centred AI AI for Legal Sector AI for Professional Services AI for Regulated Environments Executive AI Advisory AI for CMOs & Leadership Teams AI Productivity Enablement AI Decision-Making Creative Direction Brand & Communication Strategy Innovation Leadership CASSINI Mentor University of Amsterdam Mentor Netherlands & Europe
Positions Held

Fifteen senior roles across creative leadership, AI mentorship and product building.

Craig's career arc runs from foundational creative roles in London and Hamburg, through Group Creative Director and Pan-European ECD positions in Berlin and Amsterdam, into independent AI product creation, European Commission mentorship and current GenAI adoption work for senior NL legal and professional services clients.

01
GenAI Strategic Creative Director & Innovation Partner — Grant & Graham Ltd.
Amsterdam, Netherlands
02
Founder & GenAI Strategic Creative Director — Craigology
Europe (Remote / Hybrid)
03
Creator — CEO (Chief Everything Officer) — Independent AI Product
Amsterdam, Netherlands
04
Creator — AI Twin — Independent AI Product
Amsterdam, Netherlands
05
Expert Mentor (GenAI / Strategy / Innovation) — CASSINI Business Accelerator (European Commission)
Europe
06
Co-Founder — Loveson
Amsterdam, Netherlands
07
Mentor (GenAI, Creative, Branding & Communication) — University of Amsterdam — Amsterdam Business School
Netherlands
08
Executive Creative Director — The Affinity Group
Amsterdam, Netherlands
09
Executive Creative Director (Consulting) — Craigology
Dubai, United Arab Emirates
10
Pan-European Executive Creative Director — Staples Solutions (Staples Agency Europe)
Amsterdam / Lisbon / Boston
11
Global Creative Director — Emirates Airline Account — StrawberryFrog / Emirates
Amsterdam & Dubai
12
Senior Creative / Interim Creative Director — Craigology (Agency Leadership Roles)
Amsterdam, Netherlands
13
Group Creative Director — DDB Germany
Berlin, Germany
14
Senior Art Director / Creative Director — Jung von Matt
Hamburg / Berlin / Offenbach, Germany
15
Art Director — Red Cell
London, United Kingdom · Career Foundation
Full Profile

Download Craig's full CV.

Craig Lovelidge CV cover — Grant & Graham
PDF · Free Download

Craig Lovelidge — Full Profile and CV

Contact Craig Lovelidge for practical, human-centred leadership in GenAI strategy, adoption and workflow transformation. With 18+ years bridging creative leadership, commercial strategy and hands-on AI implementation, Craig helps organisations turn AI complexity into confident, everyday capability.

Whether supporting leadership teams with responsible GenAI adoption in regulated environments, designing custom AI copilots that teams actually use, or rebuilding workflows to unlock clarity, speed and better decision-making, he combines strategic insight with pragmatic execution — delivering AI outcomes that are trusted, sustainable and genuinely useful.

PDF · Full Profile · GenAI · Adoption · Workflow
Download CV → LinkedIn profile
Start a Conversation

Beyond AI hype.
Into trusted capability.

If you are designing a GenAI adoption strategy, navigating AI in a regulated environment, building custom AI copilots, redesigning workflows around AI, or running enablement workshops — tell us in 25 minutes what you need. Craig or one of our 40+ senior consultants will tell you honestly whether we can help.