After 15 years of running eight&four, Kate Ross - our co-founder and Group Managing Director- has shifted her focus toward developing in-house AI tools, driven by frustration with the limitations of relying solely on ChatGPT.
In a recent episode of The Next Big Thing podcast with Lauren Ingram, Kate dives into the wins and the lessons learned from building custom AI solutions. One standout success: a bespoke tone of voice tool now used across all departments of a major travel brand. It’s a practical, scalable solution that empowers employees to write on-brand content without needing constant oversight.
Alongside the practical insights, Kate offers an honest take on the current state of AI—cutting through some of the hype and exaggerated claims surrounding new tools. Despite that, she remains optimistic about creativity’s role in the future. For her, it’s not AI versus human—it’s AI enhancing the creative process.
Kate’s reflections offer a grounded look at the practical challenges—and opportunities—of using AI in creative industries, especially for those grappling with how to balance innovation with authenticity.
Listen to the full episode here.
