What If Now Ltd

What If Now Limited operates as an artificial intelligence consultancy based in Dublin, Ireland. The company assists teams in identifying practical applications for AI within their operations. It focuses on locating manual and repetitive tasks that consume staff time and develops tools to automate these processes. The firm provides services including practical strategy, training, and implementation. It specifically caters to small and medium-sized enterprises and charities, aiming to eliminate administrative drag without compromising compliance.

The business is co-founded by Paul Thompson and Lar Judge, who bring decades of experience in operations, engineering, and digital product scaling. Their background includes roles at major technology and financial institutions. The company emphasises compliance from the outset, ensuring solutions adhere to the General Data Protection Regulation, the EU AI Act, and other regulatory frameworks such as Anti-Money Laundering and Know Your Customer rules. It also addresses cybersecurity requirements under the Network and Information Security Directive.

What If Now offers four engagement formats, which may include AI strategy, custom automation builds, fractional AI officer coverage, and team training. The company has developed products such as righttostay, a plain-language tool for Irish renters, and Stare, a precedent intelligence tool for housing law. These projects demonstrate its capability to build functional applications grounded in real data. The consultancy positions itself as practical and honest, avoiding unnecessary complexity while delivering enterprise-grade rigour to organisations facing daily automation challenges.