At the recent Women and AI Summit, hosted by Next Big Thing in collaboration with Google, industry leaders gathered to discuss the evolving role of AI. Among the speakers was Kate Ross, co-founder of eight&four, who shared her insights on the shifting landscape of GenAI and its real-world applications.
With eight&four’s proprietary platform, Platform12, the agency has been at the forefront of developing customised GenAI solutions for global brands like HSBC and Hyundai.
About Next Big Thing
Next Big Thing Studios is dedicated to empowering individuals and organisations to thrive in the evolving digital landscape. They offer a variety of resources, including a weekly podcast, corporate training programs, AI-focused events, and workshops designed to demystify emerging technologies. Their mission is to make the next iteration of the internet accessible and beneficial to all. Through initiatives like the Women and AI Summit, they aim to foster knowledge-sharing and practical innovation in the AI space.
Navigating the AI Tool Landscape
When asked about the most impactful AI tools, Kate emphasised the importance of skepticism in an industry overflowing with new solutions:
“I have a mild form of PTSD from watching about 3,000 demo videos of the ‘hottest’ tool, which turn out to be totally useless.”
While acknowledging the constant influx of new AI tools, she identified ChatGPT as her preferred choice for productivity and as a complementary tool to eight&four’s internal developments:
“There is no better prompter for an AI tool than another AI tool. It can speak to our tools better than we can. It is our translator!”
Lessons from Integrating AI
Reflecting on eight&four’s AI integration journey, Kate shared key takeaways:
Be Wary of Hype: Many AI solutions are overhyped and may not deliver tangible value. A critical approach to evaluating tools is essential.
Nuanced Application: AI is a powerful solution for specific tasks but isn’t a one-size-fits-all remedy. Blind adoption can be as detrimental as complete neglect.
Efficiency Over Enhancement: AI’s primary strength lies in accelerating processes rather than improving creative quality. Its real impact is felt in high-pressure, resource-constrained environments, as demonstrated in our work with HSBC.
Task Alignment: AI excels in handling tasks that could be delegated to less experienced individuals, but struggles with those tasks requiring seasoned creative judgment.
Despite eight&four’s advanced GenAI capabilities, Kate reinforced that success still hinges on original creativity:
“Even when we have the best GenAI capabilities, it doesn’t always mean we’ll win the pitch. The best creative idea still comes top.”
Fostering a Culture of Curiosity
At eight&four, fostering curiosity is paramount. Kate believes “Curiosity is not something that can be taught. But it can be killed.”
To cultivate curiosity, the agency has established open forums, allowing naturally inquisitive individuals to emerge. These teams can then be given motivating work streams that are focused on practical business applications of AI technology.
Evolving Client Perspectives on AI
Kate also noted a significant shift in client attitudes toward AI. Initially viewed as a potential existential threat to creative agencies, AI has now become a key part of business discussions. Over the past three months, she has observed a shift from general AI cost-saving enquiries to in-depth strategic briefs:
“Not just ‘how would AI save money’—I mean seasoned, professional briefing on how AI could be integrated into a product. That’s been really exciting—but still early days, and taken much longer than I thought!”
Encouraging Female Participation in AI
As the AI industry remains male-dominated, Kate offered words of encouragement to aspiring female entrepreneurs:
“The only person stopping you is you—AI is the most democratised technology in history.”
She urged women to focus on AI’s practical applications, cautioning against developing AI for its own sake. The real opportunity lies in solving genuine problems using AI as a tool, rather than making AI the product itself.
AI Productivity Hack
Kate closed the panel with a valuable AI-driven communication tip:
“Turn Memory on in ChatGPT, and after a while of back and forth, ask it to summarise your communication style and share how this could be improved. This gave me the best communication feedback I’ve ever had. Eye-opening.”
Final Thoughts
The Women and AI Summit highlighted the transformative potential of AI and the importance of critical thinking in its adoption. As Kate emphasised, while AI is an invaluable tool, human creativity and strategic application remain the ultimate drivers of success.
If you’d like to explore how GenAI can be tailored to your business, get in touch with eight&four to learn more about Platform12 and our cutting-edge AI solutions.
