Cortex Reply launches in the UK to bring clarity and control to enterprise AI

Cortex Reply, a new AI consultancy spun out of Airwalk Reply, has launched in the UK with a clear goal: to move organisations from AI experimentation to large-scale, outcome-driven deployment.

Drawing on its roots in technology strategy and delivery, the firm combines deep expertise in cloud infrastructure, AI enablement, FinOps, and Digital Colleagues — intelligent, agentic AI designed to operate like a member of the team.

The name reflects the mission. Like the cerebral cortex in the human brain, Cortex Reply exists to filter the noise, focus on what matters, and deliver purposeful action.

What sets it apart is an insistence on structure and context. Rather than offering generic platforms, Cortex Reply helps clients build the right foundations and solutions — strategically aligned, cost-conscious, and embedded into operations from the ground up.

“AI adoption fails when it’s treated as a standalone initiative,” said Rob Ellison, Founder. “We start with secure foundations, add the right capabilities, and deliver AI that actually augments people — not just demos well.”

With FinOps capabilities baked in from the start, Cortex Reply also positions itself as a corrective to the rising cost and complexity of enterprise AI projects.

“There’s a widening gap between AI ambition and business value,” said Abi Wareing, Founder. “We close it by helping organisations choose the right use cases, that align with strategy, deliver repeatable value, and can be developed in a consistent, cost-optimised way.”

Though newly formed, Cortex Reply brings a track record of complex delivery from its time within Airwalk Reply’s AI and FinOps practices. Its launch reflects rising demand for AI approaches that are disciplined, grounded, and built for impact — not just hype.

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