Creative Thinking
Systems

Creative Thinking Systems is an applied AI company developing tools, diagnostics and agentic workflows for the creative sectors.

We exist to ensure that AI serves creativity rather than displacing it, and that the people and organisations who create retain agency, ownership, and economic reward in the process.

Our mission is to enhance, incentivise, and enshrine human creativity in an era of artificial intelligence.

Our Work

CTS works across three areas:

Diagnostics help organisations adopt AI on their own terms.

  • AI Readiness: Diagnostic assessments, workflow design, training, and implementation, tailored to the specific constraints and opportunities of organisations adopting AI. A structured entry point at any stage of AI maturity.

Systems give them tools they control and study how creative capability compounds.

  • Sovereign Deployment and Agentic Workflows: AI systems built on open-weight models and nationally compliant infrastructure, keeping data, content, and workflows under the organisation’s own control. This applies to any institution managing sensitive assets at scale, from digitised collections to multi-site operations.
  • Agent Culture: Research into how AI agents can cooperate through a cultural substrate in ways that make them collectively more creative over time.

Measurement puts value and loss on the record, what creative work is worth to AI, and how far AI content has displaced human voices.

  • Creative Value Monitor: Measuring the economic value of creative works to AI systems, across training inputs and generated outputs. Developing a valuation methodology (the Latent Value Index) and building toward a collecting society model for the AI age.
  • Dead Internet Monitor: A live diagnostic tool tracking the proliferation of AI-generated content and bot activity across social platforms, measuring how “dead” the internet is becoming.

Who

CTS was founded by Conor Roche with 20+ years building operations and deploying digital products and AI in the creative, media and public sectors across Europe, the UK, China and the Middle East, from London’s Roundhouse to Hong Kong’s West Kowloon Cultural District to a $500B development in the Middle East. He holds an MSc in Artificial Intelligence (University of Bath) and a Harvard CopyrightX certification, has delivered European Commission research on AI policy and creative industries, is a NESTA Clore Fellow, and sits on the board of Dublin’s Gate Theatre.

Get in Touch

If you are navigating sovereign AI, agentic systems, or content attribution, we offer a structured diagnostic as a starting point. We are also exploring co-funded R&D arrangements with universities and funding bodies.