Every future is written between the system and the self.

Tracey Follows is a futurist, author and public thinker exploring how AI-mediated systems are reshaping identity, agency, brands and human capability.

Known for original work on the relationship between systems and selves, she helps organisations anticipate change and act on it through research, advisory, keynotes, executive education and practical methods.

Through Futuremade, her commercial platform, Tracey works with global organisations, governments and institutions navigating an AI-mediated world. She was ranked among the Global Gurus Top 30 Futurists in 2025 and 2026.

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THINK

Explore original ideas and research.

Futuremade develops original thinking on identity, agency and the relationship between systems and selves. This is where you'll find the Me:chine® research programme, Futuremade Views, papers and publications, and the concepts that underpin our work, including Database Brands, Database Selves, Identity as Infrastructure and Unmachinability.

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UNDERSTAND

Explore the ideas through books, conversations and media.

The Future of You is Futuremade's broadcast platform, bringing together books, podcast conversations, YouTube, newsletters and essays that explain emerging ideas and make complex change understandable.

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APPLY

Bring the ideas into your organisation.

Futuremade works with leadership teams through advisory, executive education, workshops, the AAA curriculum and selected keynote platforms to help organisations anticipate and navigate systemic change.

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PRACTISE

Build capability.

System & Self is Futuremade's practical methodology for perceiving and authoring futures under systemic pressure. Through cards, tools, workshops and learning resources, it helps people and organisations build the machinable and unmachinable capabilities needed to navigate an AI-mediated world.

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  • “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