Most businesses are doing AI wrong.
Not because they lack ambition. Because nobody told them where to start, what to put in place, or how to know if it's actually working.
You've tried a few AI tools. Maybe ran a pilot. It felt promising, then it stalled. Now you have a board asking why you're behind, a team that's sceptical, and no clear path forward.
The problem isn't the technology. It's the missing layer — governance, guardrails, and a realistic plan.
“He was amazingly fast and uncomplicated in delivering an extensive, clear, and detailed report about the issues we still needed to tackle.”
— Romina Buchel, Marketing Manager
Briefing
Static Controls, Live Models
A briefing for boards and exec teams adopting AI in regulated industries. Five lenses more useful than the conventional checklist, the August 2026 forcing function, and the diagnostic question most board packs are missing. Free to read. No email gate. Free to forward.
Read the briefing →One clear path. Map it, build it, keep it working.
Every engagement starts the same way: a map of your business and a prioritised roadmap. Then we build what ranks first, and support the tooling as it grows.
Step 1
Map
1–2 people from you · 2–3 weeks
We map how your business actually runs — processes, tools, data, people — and hand you a prioritised AI roadmap: what to automate first, what to fix first, what to leave alone.
Learn more →Step 2
Build
1 technical stakeholder · 4–6 weeks
We take the top process on your roadmap and build the AI version of it. Connected to your real systems. Governance built in.
Learn more →Step 3
Support
Month to month · Scope agreed quarterly
Ongoing development and support. We keep what's built working, extend it down the roadmap, and keep your team ahead of the tools.
Learn more →Education
Your whole team · Half or full day
Practical training for the people who will use AI day to day. How it works, where it fails, how to use it safely.
Learn more →Board / Exec
Board, exec team, or leadership · Single session or programme
Briefings, working sessions, and ongoing guidance for the people deciding what AI does in your organisation.
Learn more →A decade in regulated industries.
Healthcare, legal, fintech, insurance. Sectors where getting AI wrong has real consequences. That experience is in everything we do.
Our founder is a former commercial pilot. Structured thinking, clear decisions, no shortcuts.
35%
fewer unplanned NHS readmissions
Health Navigator
12
countries running a BSI-audited clinical AI
Babylon Health
2 weeks → 2 days
credit decisions, automated
Forward Partners
Adam’s career before and alongside Crox — the roles the experience above comes from. These are employers, not Crox clients.
SideLight AI
Head of Product
2024 — present · Medical & medical-legal AI
Zero-to-one AI products for clinical documentation and evidence review, now running in live pilots with Tier 1 and Tier 2 law firms.
Health Navigator
Lead Product Manager
2022 — 2023 · NHS / clinical AI
Owned the ML risk-stratification products that cut unplanned readmissions by 35% — by finding high-risk patients and changing their care pathway before the crisis.
Forward Partners
Product Manager
2019 — 2022 · FinTech / VC studio
Built Forward Advances, an automated revenue-based finance product. Wired up Open Banking, Shopify, Amazon and Xero to cut credit decisions from two weeks to two days.
Babylon Health
AI Product Manager
2018 — 2019 · Regulated healthcare
Launched the UK's first BSI-audited AI clinical chatbot, live across 12 countries, under ISO 13485, MDR and DCB 0129 clinical safety compliance.
Potato (WPP)
Technical Project Manager
2014 — 2018 · Digital product studio
Delivered a $2M redesign of the Android Developers site for Google. Two FWA awards across work for Google and Saatchi & Saatchi.
Ryanair
Commercial Pilot
Before tech · Aviation
Seven years flying commercial jets with a flawless landing safety record. Where the structured decision-making behind DODAR became instinct.
People who have worked with Adam.
“Adam cares deeply about the quality and impact of his work. Never shirks the tough conversations or sharing an unpopular truth.”
— Jasel Mehta, COO
“Adam is extremely knowledgeable and has in-depth knowledge with fantastic and thorough outputs.”
— Maria Birkmyre, Director
“Adam is that rare breed — a man of many talents who can focus on the job in hand with precision and get results.”
— Sam Smith, Design Lead
“He was professional, holistic and inclusive in his approach. I would highly recommend on projects which need his eye for detail.”
— Scott Beat, Quality Manager
We use what we sell.
Products, research, and working tools — built the same way we build for clients.
Canary
Product · canary.crox.io
Automated CQC monitoring for the UK care sector. Free email alerts on inspection changes; Pro adds AI analysis, multi-area monitoring and a monthly national brief.
Take a look →BBX
Product · bbx.crox.io
A black-box recorder for AI. Captures every request and response your AI systems make, so when someone asks "why did it do that?", the answer comes from evidence — not memory.
Take a look →Radar
Product · radar.crox.io
Early visibility for care homes. Frontline observations become themes, themes become trends you can act on early — no scores, no traffic lights, just patterns surfacing from real data.
Take a look →DODAR
Research · dodar.crox.io
A structured-reasoning benchmark across 8 LLMs: with the right scaffolding, small models match frontier-model quality at a fraction of the cost. Method and results published in full.
Take a look →Fred
Product · fredhelpsyour.family
Your family assistant, on WhatsApp. The assistant patterns we build for businesses, pointed at the admin of family life instead. (Not the assistant in the corner of this page — that one is Adam’s AI assistant, and you can try it right now.)
Take a look →AI Policy Template for a 50-Person Company
A usable AI policy for a firm of about fifty people, written to fit on one page: what we use and who approved it, what never goes into a tool, who checks AI output before it reaches a client, one named owner, a six-month review — plus the amnesty paragraph that stops existing use going underground.
Read the article →Crox was founded by Adam Field — a product leader, former commercial pilot, and builder who's spent a decade shipping products where compliance is mandatory and safety is critical.
More about Adam and why Crox exists →Not sure where to start?
Most people aren't. Take five questions and find out where you actually stand — Adam reads every answer and replies within two working days.
Take the scorecard →