About AI Value Worx

Founded by Mike Baxter and Peter Abraham to meet a need we saw repeatedly in discussing how AI was being used within organisations … to which we couldn’t find a solution. So we built one!

The pattern we kept seeing: organisations clear about AI’s potential, with frameworks, policies, and pilots in place, but no reliable way to move from awareness to value actually operating in the business. AI Value Worx is what we built to close that gap.

Mike Baxter

Co-founder

Mike has been a strategic advisor since 2001, working with organisations including Google, Cisco, Sony PlayStation, and HSBC. His background spans psychology, design, and research; he holds a PhD, a personal Professorship, and Chartered Designer status.

He is the author of The Strategy Manual (2020) and AI-Augmented Decisions (2025), and founded Goal Atlas — a consultancy specialising in strategy governance: the discipline of building the systems and practices that turn strategic intent into measurable organisational performance.

He lives on a houseboat on the River Thames in West London.

Peter Abraham

Co-founder

Peter brings more than two decades in digital and a further fifteen years in the creative industry before that. He was Executive Vice President at Econsultancy, where he led a global consulting function working with multi-nationals on marketing transformation, digital disruption, and business strategy across B2B, B2C, and D2C.

He is co-author of Your Number’s Up! (2021) and Building the Agile Business through Digital Transformation (2021), and co-founded weareCrank, a performance-marketing agency focused on measurable, data-driven outcomes for B2B and B2C brands. His remit there spans strategy direction, technical architecture, and the operational discipline of moving complex AI and marketing work into production inside client infrastructure.