Welcome To The New Frontier

Futuremade is a strategic foresight consultancy helping organisations navigate the future of identity, artificial intelligence and societal change.

We live in a world where systems now predict, optimise and shape human behaviour.
But people are not just data. Futuremade works at the intersection of systems and selves - helping leaders, institutions and creators understand how AI, digital identity, geopolitical and emerging technologies are changing what it means to be human, and how to respond with commercial clarity, human agency and vision.

Futuremade is founded by Tracey Follows, who is ranked in the Global Gurus Top 30 Futurists (2025 & 2026).


Follows is a board-level strategist and futurist advising organisations on systems change, identity, agency and AI. With 30+ years in senior corporate strategy roles and service as a Non-Executive Director on the board of the UK regulator the Advertising Standards Authority, she works with executive teams and boards navigating technological, societal and governance transformation. Her futures work connects system forces, identity shifts and human agency constraints - helping leaders make decisions under deep uncertainty in the synthetic age.

Logo of the Me:chine Institute with a purple and black abstract background.
Future Shock logo with the words 'Future Shock' in stylized text, featuring a lightning bolt replacing the 's', on a dark blue background.
Purple gradient background with the words 'Futureself' and a lightning bolt symbol.
Cover image for a book titled 'The Future of You: Technology & Identity' with a purple gradient background and black lightning bolt graphic.

  • “Futuremade are able to present a clear vision of future scenarios… better preparing businesses to grasp opportunities and manage risks.”

    —Ruston Smith, Chair, Tesco Pension Fund

  • "A truly outstanding speaker… one of the most forward-looking AI presentations I have ever seen."

    —Katie Gwyn-Williams, Conference Director, FinovateEurope

  • "Exceeded all expectations on all levels — mission accomplished."

    —Chief Transformation Officer, Global Agency Network

  • "Mind-blowing… could easily have inspired a whole new event."

    — Claire Landon, Financial Times Events