About Us
From AI Experimentation to Practical Adoption
At GenFutures Lab, we help organisations move from AI ambition to practical adoption. We combine strategic clarity, team enablement, and hands-on implementation to help leaders identify the right opportunities, equip teams to use AI well, and deliver solutions that improve real work.
Our Mission
Helping organisations turn AI ambition into practical adoption through strategy, capability building, and governed implementation.
Our Vision
To be the trusted partner for practical, responsible AI adoption, helping modern organisations embed AI in ways that are useful, rigorous, and built to last.
About GenFutures Lab
At GenFutures Lab, we help organisations move from AI ambition to practical adoption. Founded by Melanie Moeller, an AI transformation leader with experience across organisations including Sky, BBC, and HP, we combine strategic clarity with team enablement and hands-on implementation.
Melanie is known for pioneering human-centred AI systems, from launching a Technology Innovation Function for Sky’s Innovation Lab to leading digital products and platforms used by over 35 million BBC users.
Her work spans strategy, experimentation, product, and delivery, always with a focus on making emerging technology useful, responsible, and grounded in real-world needs.
GenFutures Lab has delivered practical AI adoption work for organisations including Kent Online, BPP University, CTAM Europe, IFS, and a leading Omnicom transformation consultancy.
Today, GenFutures Lab partners organisations to:
- Prioritise the right AI opportunities across teams and workflows.
- Build the capability and confidence needed for adoption that lasts.
- Implement practical AI workflows, automations, and agents with rigour.
We have helped enterprises, universities, and growing organisations turn interest into practical application, improve day-to-day workflows, and build stronger foundations for responsible AI adoption.
Meet Melanie Moeller
Founder of GenFutures Lab!
Melanie Moeller is an AI transformation leader who helps organisations move from AI ambition to practical adoption. With experience across organisations including Sky, BBC, and HP, she combines strategic clarity with hands-on delivery to help leaders identify the right opportunities, equip teams to use AI well, and implement solutions that improve real work.
Mel has worked on notable projects including the BBC’s EU Referendum results service across all editions of the BBC News website, BBC iPlayer, Sky’s NOW TV international OTT streaming service, and early-stage Sky Glass prototypes. From 2019-2023, she spearheaded the establishment of a Technology Innovation function for Sky’s Innovation Lab and founded the Sky Metaverse Network in 2022.
Today, she brings that experience to GenFutures Lab’s work in practical AI adoption, capability building, and responsible implementation, always with a focus on making AI useful, rigorous, and grounded in how teams actually operate.
Our Team
GenFutures Lab is a boutique AI adoption partner with a trusted network of specialist consultants and independent partners. This allows us to stay agile while bringing together the right mix of strategic, technical, and sector expertise for each engagement.
In addition to our core team, we work with a wider pool of trusted talent across AI, transformation, change, leadership, and workforce innovation. Below are a few examples from our extended network
Prathama (Prath) Newnham
Change and Program Management Expert
Prath Newnham brings over 12 years of hands-on experience leading complex change, digital transformation, and AI-enabled programs in global organizations.
Prathama (Prath) Newnham
Change and Program Management Expert
Fady Ramzy
Senior Consultant, Trainer and Online Marketing expert
Fady Ramzy is a digital transformation consultant, trainer, and leading Marketing expert in the Middle East with over 27 years of experience in online marketing, social media strategy, and personal branding.
Fady Ramzy
Senior Consultant, Trainer and Online Marketing expert
Jenny Fortich Varias
AI Researcher and Data Analyst
Jenny has a background in Data Science and Education, with strong experience in mixed-methods research and curriculum adaptation. She contributes to research and data analysis initiatives at GenFutures Lab.
Jenny Fortich Varias
AI Researcher and Data Analyst
Theo McCabe
AI Engineer & Architect
Theo is a principal software engineer, founder, and AI consultant with deep expertise in building and delivering AI agent systems across enterprise and consumer environments. He was a key contributor to the open-source project behind Lovable, the hyper-growth AI software engineering startup.
Theo McCabe
AI Engineer & Architect
Kiyana Katebi
AI Consultant & Head of Operations, GenFutures Lab
Kiyana is an AI consultant and operations lead at GenFutures Lab, specialising in automating workflows, streamlining digital operations, and enhancing user experiences.
Kiyana Katebi
AI Consultant & Head of Operations, GenFutures Lab
Mark Evans
Senior Technologist & Full-Stack Developer
Mark brings nearly two decades of experience in the tech industry, specialising in full-stack web development and scalable digital solutions.
Mark Evans
Senior Technologist & Full-Stack Developer
What Clients are Saying
As a brand strategist - not a trained creative - Mel's course was incredibly impactful in showing a step by step process to develop strategy, ideate, and ultimately produce high quality creative content, from key messaging and imagery to a finished video piece. Her approach to the class is holistic and hands-on. I was delighted by how much I was able to put to immediate practical use during (and after) her intensive class sessions. In addition to finished content pieces, I walked away with new tools, techniques, and approaches to content development that will be invaluable for my personal and professional marketing initiatives.
I highly recommend this course to other marketers that are either new to AI or have already dabbled a bit. The prompts provided can cut campaign development time by at least 60%, and you'll gain access to tools that streamline creating effective campaigns quickly. The cost savings on production mean you can allocate more of your budget to media.
Melanie is a great instructor! She has her finger on the pulse of the latest and most effective technology. Highly recommend this course!
Excellent overview of a professional AI-powered video workflow from start to finish. I picked up a ton of practical tips and tricks that I can start using in work right away.
Mel introduced us to a great set of AI tools and laid out the process from beginning to end. I will definitely use it for my products.
This course is a must for any marketer or entrepreneur looking to stay ahead of the curve. The hands-on experience with AI tools is incredibly beneficial, and Melanie’s expertise truly shines through.
Really helpful to quickly get to grips with the basics and create a professional looking Ad!
Its a really helpfull course, Melanie is a great teacher.
Great training into a new subject. For sure... the trainer is an absolute expert in AI.
Melanie was a presenter and moderator at our 2024 CTAM Europe Symposium in Soho,London. Her keynote on generative AI in media showcased deep expertise and delivered valuable, practical insights. Melanie’s energy, clarity, and ability to make complex topics accessible resonated strongly with our audience, earning outstanding feedback. I would gladly work with her again as a moderator, keynote speaker, workshop facilitator, or panellist.
The sessions were practical and very hands on. They gave me useful tools and techniques that I can apply straight away. I would recommend it to anyone who wants to understand how to use AI effectively in marketing and communications.