Applied AI / Creative Technology / Production Systems

Criss Richards.Technical by nature.
Creative by design.

Applied AI Research Lead, EMEA at Omnicom Production. Twenty years across public and private sector, from NHS infrastructure to global agency networks. The thing I keep getting asked to do is make the complex make sense to the people who need to make decisions about it.

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Current Work

Omnicom Production
(formerly IPG / McCann)

Applied AI Research Lead, EMEA

I work across all IPG agencies in EMEA researching, prototyping, and operationalising AI-driven production systems for creative and marketing teams. Since the IPG/Omnicom merger, I'm part of the lead applied AI research team for Omnicom Production. The day-to-day is hands-on prototyping, workflow development, and senior client enablement.

Applied Research Production Systems Cloud Architecture Client Enablement
Craft Worldwide

Cloud GenAI Production Platform

Concepted and product-owned Craft Worldwide's cloud-based creative technology platform. Complex node-based generation workflows running inside enterprise infrastructure with governance and data security built in from the start. Currently designing the second phase: simplified web interfaces for non-technical users and Adobe plugin integrations for teams already working in their existing tools.

AWS ComfyUI Product Ownership Platform Design
McCann UK

Autoverse: Custom Model Automotive Platform

Built the end-to-end process for custom model automotive creative, from dataset capture through to final asset creation. Developed tooling for training data optimisation, model ranking, and QC along the way. Autoverse is now moving into production with global car brands.

Custom Models Dataset Pipelines Training Data QC Automotive
Research

Custom Model Pipelines and Animatics

Established custom model pipelines for high-fidelity product image generation across IPG agencies. Contributed extensive testing work that fed into the development of dataset-first capture methodologies for production teams. Introduced AI-assisted animatics and previsualisation workflows in the early days of generative AI, iteratively evolving the approach through contextual edit models, AI video, audio, and VFX tooling.

Fine-tuning Synthetic Data LoRA Animatics Previsualisation
02

Brands & Industry

Direct work across live production, innovation days, pitch environments, executive training, and GenAI programmes.

L'Oréal
Kia
Aldi
Kayak
Shark
Ninja
Warburtons
Kimberly-Clark
Poltronesofà

Speaking, Training, and Industry

Training Executive-level GenAI training and governance workshops for global brands, including multiple in-person sessions with L'Oréal in Paris
Council Technical Lead, European AI Council (formerly IPG / McCann Worldgroup). Shaped regional strategy, standards, and adoption frameworks
Speaking Speaker at Made in the North and other industry events on applied AI, creative technology, and automation
Podcast Guest on FLOW Show and other podcasts, translating complex technical topics for creative and leadership audiences
Pitches AI subject-matter expert on major global pitches, including IPG's highest-value account wins
03

Career

2025 onwards
Applied AI Research Lead, EMEA
Omnicom Production (formerly IPG / McCann Worldgroup).
2023 to 2025
Creative Technologist
McCann Manchester. Ran the Tech Innovation Lab.
2019 to 2023
Head of Technology
McCann Manchester. IT strategy, team leadership, production technology.
2018 to 2019
Infrastructure Manager
Midlands and Lancashire CSU. Server and network operations across NHS Cheshire. 20,000 users, 9,000 workstations, 350 servers, 130 GP surgeries.
2016 to 2018
Founder and MD, Eddisbury Digital
Digital transformation and product development consultancy. Clients included Hitachi Solutions, Your Housing Group, H2A Healthcare. Product Owner on a £6M transformation.
2014 to 2016
Senior Consultant, Monmouth Partners
Healthcare, pharma, and health insurance. Data analysis, process improvement, solution design. Created tools published in NHS England approved guidance.
2006 to 2014
NHS Infrastructure, Architecture, and Service Management
No budgets, novel solutions. Eight years from network admin to infrastructure architect across NHS Cheshire.
Qualifications
BCS Practitioner Enterprise & Solutions Architecture Certified Scrum Master ILM Level 3 APMG Certified Change Manager ITIL Practitioner MCSE
04

How I Got Here

I've been in IT professionally since 2006, but the obsession started when I was seven, playing Boulder Dash on my Dad's Atari 800XL. I still have that machine, reconditioned, in my collection. I didn't just play games on it. I learned to programme in BASIC, I learned to troubleshoot, and things spiralled from there. I grew up building PCs at a time when most households didn't have one.

I came up through the NHS: data entry, desktop support, server engineering, architecture. Healthcare IT teaches you something that commercial tech often doesn't. There's no budget to throw at problems. You learn to be resourceful. You find novel solutions because you have to, not because it's interesting. I designed the infrastructure for the UK's largest GP super surgery, built a single management domain across an entire county's NHS sites, and created tools that ended up in NHS England approved guidance. None of that happened with big budgets. It happened because I understood the problem well enough to find a way through it.

That resourcefulness followed me into the private sector. At Monmouth Partners I was analysing billing data and finding multi-million pound savings for healthcare clients. At Eddisbury Digital I was product-owning a £6M digital transformation. At McCann I was hired to run IT but ended up rebuilding their broadcast production environment and, when generative AI arrived, I was already in the right place to make it useful. There's a thread through all of it: understanding a domain deeply enough to build the right product for it, not just the right technology.

I didn't start in creative and pick up tech along the way. I came from infrastructure and learned creative. That's a different perspective, and it's the one that makes production AI actually work.

What I've found is that the most useful skill I have isn't technical. It's translation. I sit between research teams, creative departments, engineering, and executive leadership, and I make complex technology make sense to all of them. That's what gets AI from a demo into a decision, and from a decision into production. The technology is the easy part. Getting an organisation to trust it, adopt it, and build on it is the actual work.

05

Contact

Get in touch

Whether it's about applied AI, production systems, speaking, or just a conversation about where this all goes next.