2018
Chief Revenue Officer
Revenue and go-to-market for a Microsoft partner, on the distribution side of the IT channel.
About Jay Janes, practical AI adviser
I run Reformat Labs, an AI consultancy.
AI adoption starts with one useful job.
Fix it, make it stick, then take the next.
The businesses
How I got here
2022
xpandly
Founded xpandly, a go-to-market agency built only for the IT sector: vendors, distributors and managed service providers.
2023
Growth Strategy CEO of the Year
Named by CEO Magazine for the growth work at xpandly.
2024
AI State of the Nation
Research into how SME end users were actually using Microsoft Copilot, rather than how it was being sold to them.
2024
IT Channel Marketing Strategy CEO of the Year
Named by EU Business News in its European CEO of the Year Awards.
2025
2,000 AI leads
xpandly passed 2,000 qualified AI leads for clients in the IT sector.
2025
Reformat Labs
Founded as a text to video AI platform. That build is where the AI work started.
2026
Reformat Labs today
Now an AI adoption agency: choosing the first job, building it, and staying until the team keeps using it.
A note from Jay
Start with the work.
AI earns its place bymaking one real job easier.
My work starts with how a business actually runs: busy people, imperfect information and no spare time for experiments that go nowhere. I help you find one job worth doing with AI, test it properly, and turn it into something your team keeps using.
01
Find the friction
Start with a real job that slows good people down.
02
Make it useful
Test a simple AI-assisted way of doing it with the team.
03
Build from proof
Keep what works and leave the rest alone.