We’re proud to share that our Group CEO, Kate Ross, was recently interviewed at The AI Summit London by Tom Edwards, diving into how eight&four has embraced AI not as a threat, but as an incredible opportunity.
In the conversation, Kate shared how the release of ChatGPT in November 2022 sparked a bold shift within our agency. Rather than wait for disruption, we jumped in—building custom AI tools for some of the world’s biggest brands, including Hyundai, HSBC, and DHL.
One of our favourite moments? Kate recalled a story from the Scottish Open, where a virtual car placed on the green sparked confusion, and nearly a meltdown, from an unsuspecting groundskeeper. It’s a perfect example of how we’ve been blending AI with creativity in powerful (and sometimes unexpected) ways.
But Kate didn’t just focus on the fun. She described today’s AI as “like a toddler,” full of potential but needing careful guidance. She also called out the flood of gimmicky tools in the space, comparing many to “Victorian parlour tricks,” clever novelties that still rely heavily on human strategy and expertise to drive real results.
Watch the full interview below to hear how we’re navigating the AI revolution with clarity, creativity, and a commitment to meaningful value beyond the hype.
