Consultancy

From Insights to Implementation

I'm Michael MacLennan, and I've built Applied Comms AI to share what I'm learning as I help organisations actually implement AI in their communications work.

Every insight you read here comes from real projects I'm delivering through Faur: from workflow audits for multinationals to custom agent development for membership bodies. I'm not theorising about AI in communications. I'm building it, testing it, and showing you what works.

What Makes This Different

I've spent 15+ years in strategic communications – at Brunswick, Red Bull, and Barclaycard – combined with hands-on technical capability that most communicators don't have. I recently completed Imperial College London's Professional Certificate in Machine Learning & Artificial Intelligence, where I built production-ready AI systems, including an assistive moderation model that achieved top-quartile performance in competition.

That rare combination – strategic comms experience plus the ability to actually code, train models, and deploy AI systems – means I can bridge the gap between what your communications team needs and what AI can realistically deliver.

How I Work With Organisations

AI Workflow Audits & Strategy
I assess where AI genuinely improves communications effectiveness—and where it's just an expensive distraction. You'll get honest recommendations grounded in what actually works, not vendor promises. Recent projects include community platform evaluations for renowned sports bodies and content strategy work for leading multinational corporations.

Custom AI Development
Sometimes what you need doesn't exist yet. I design and build bespoke systems: whether that's a morning monitoring agent for media tracking, strategic intelligence frameworks, or content workflow tools. I can write the code, train the models, and deploy systems that solve real communications challenges.

Implementation Workshops
Practical, hands-on sessions tailored to your organisation's maturity level. From prompt engineering fundamentals to advanced agent design, I train teams using examples from your actual work, not generic case studies.

Crisis Communications AI Preparation
Working with crisis specialists, I help teams develop AI-supported protocols, build tested prompt libraries, and establish governance frameworks so you're prepared before the pressure hits.

Strategic Advisory
Senior-level counsel for communications directors navigating AI adoption. Whether you're building business cases, managing stakeholder concerns, or designing transformation roadmaps, I provide perspective informed by both strategic experience and technical reality.

My Approach

I'm transparent about what I know – and whenever there is something beyond my own expertise, I will know who best to bring in. I share failures alongside successes because in a field this new, the mistakes often teach more than the wins. I don't sell AI tools: I evaluate them honestly and help you implement what actually serves your organisation's needs.

All consultancy services are delivered through Faur, which I launched in 2024, but you'll be working directly with me. I occasionally bring in specialist associates for specific capabilities, but the strategic direction, technical implementation, and hands-on delivery comes from someone who's done work with global leaders at Brunswick and Grayling, built expansive international platforms at Red Bull, and is now building production-ready AI systems for communications teams.

Get in Touch

Explore Faur's full services | Email me directly: michael@faur.site

Currently based near Edinburgh, Scotland | Working with organisations across the UK and around the world