GlueIQ × behmn · Case study
GlueIQ already had talented people building with AI. The Reality Gap™ revealed how to turn that individual ingenuity into shared capability—and a live product of their own.
What the Reality Gap™ revealed
Interviews two levels deep, with anonymized voices, uncovered both hidden capability and work ready to change. Those findings shaped the engagement.
25%
A quarter of the workforce was already creating AI tools: video pipelines, automated campaign resizing and internal micro-tool hubs. That capability was concentrated in individual builders, with no structured path to share it or turn mastery into advancement.
80hrs / week
The assessment identified 80 hours of recurring manual work each week across four people. It gave the team a concrete workflow to modernize and helped shape GlueOS, GlueIQ’s own intelligence layer.
The work · February to May
01 · February–March
The Reality Gap™ produced a capability map, a strategic briefing for the CEO and a ranked roadmap of AI workflows to modernize.
02 · From April
Thirty hours of role-based upskilling, a custom capability dashboard for every person and one-to-one coaching for the strongest builders. A train-the-trainer model gave them a way to spread that capability.
03 · Live in May
GlueIQ built GlueOS alongside behmn, then shipped Glue42 on that foundation. behmn’s co-founder and CTO, Matty Squarzoni, served as Glue42’s lead architect.
What changed in the work
The learning connected directly to each person’s role. The results showed up in the systems they built and the work their teams could do.
Leadership
Already the agency’s most AI-fluent leader, Gaston Legorburu now architects and builds production systems himself in an IDE with Claude Code, following one-to-one coaching.
“I am 1000× more productive.”
Finance
The financial controller connected core financial systems and is building a second brain for finance and operations.
Creative
A creative director builds AI-driven creative workflows that the whole team now works from.
IT & infrastructure
The IT lead put models tailored to GlueIQ on every machine, embedding AI capability in the tools people use.
AI Game Day (hackathon)
behmn ran AI Game Day (hackathon) with GlueIQ. Six teams participated, and every idea they produced became a real product or an augmented workflow.
What GlueIQ now owns
GlueOS is GlueIQ’s proprietary intelligence layer, built alongside behmn. On that foundation, GlueIQ’s team built Glue42, a live agentic platform for marketing and commerce.
The product belongs to GlueIQ. So does the capability to keep building.
The engagement also delivered a 90-day plan for a cross-disciplinary Office of AI, with champions across leadership, creative, finance and IT.
Start with your reality
Find the capability you already have—and the work it could change.