Ian welcomes Joe Mayhew, whose journey into innovation began at the high-stakes frontier of Formula 1 motor racing. Having been part of teams that secured the F1 Constructors’ Championship, Joe developed a unique approach to transformation that emphasizes the essential, often unseen AI infrastructure that drives success. His insights reveal how genuine innovation is rooted in interconnected systems, extending far beyond visible technologies to impact the very fabric of business intelligence and organisational effectiveness. Joe and Ian dive deep into the concept of synthetic intelligence as a transformative infrastructure for diverse industries, reshaping fields from pharmaceutical development to online sales and agriculture. They explore the role of podcast intelligence and business intelligence in amplifying knowledge and fostering AI governance — critical elements in harnessing AI’s full potential. Joe shares how leading organisations are leveraging AI for productivity and reskilling, viewing AI not as a one-off fix but as a competitive advantage integral to long-term growth. The conversation touches on what makes artificial general intelligence distinct and delves into innovation in AI as a step-by-step process, highlighting Joe’s balanced approach to adopting AI. With examples spanning sectors as varied as SpaceX and the drinks industry, Joe paints a vision of AI as a foundational intelligence, an embedded force driving transformation across industries and society. Ending with the question, “Utopia or dystopia?” Ian and Joe invite listeners to consider AI’s future impact on humanity and the importance of leaders in AI in guiding its path forward. (00:47) Intro (01:22) Generative AI (03:00) New methods of engagement and power of podcast intelligence (05:30) Silverstone and British American Racing (07:40) Winning the F1 constructors championship (12:00) Technological innovations in F1 (15:06) AI in pharmaceutical and vaccine development (18:30) AI digital twin (19:25) The reality of consulting and AI (23:00) Artificial intelligence for 10,000 audits (25:40) Reskilling in consulting and Ernst and Young (EY) investment in AI (29:15) Key risks on the adoption of Artificial Intelligence (38:42) SpaceX and catching rockets - exciting business cases (45:53) Artificial Inteligence in agriculture (48:50) Celebrity endorsement in the drinks industry (50:12) AI Utopia or dystopia? What is BASELINE? BASELINE is a podcast exploring the impact of AI on humanity, hosted by technology leader Ian. Each episode dives into critical questions on AI’s potential to create a utopian or dystopian future. Who are the guests on BASELINE? Guests come from diverse fields, including tech, sports, and creative industries, each offering unique perspectives on AI’s influence across various aspects of life and work. What topics does BASELINE cover? Episodes cover everything from AI’s role in emotional intelligence, neurodiversity, and creativity to its impact on industries like finance, aviation, and recruitment. Discussions explore whether AI will enhance humanity or present new challenges. How long is each episode? Episodes are typically around one hour, designed to provide an in-depth look at AI’s impact. Why listen to BASELINE? If you’re curious about how AI might shape our future and want to hear from experts across fields, BASELINE offers thought-provoking insights and invites listeners to consider the possibilities—utopia or dystopia. How can I join the conversation? We encourage comments and discussions on each episode. Follow BASELINE and share your thoughts on whether you believe AI will lead us toward a better future.

In this BASELINE episode, I take a powerful journey with Sebastian Weir, a dynamic thinker whose path from northern England to top-tier financial consulting has fueled a compelling vision for AI’s future. Together, we tackle the high-stakes risks and incredible opportunities AI brings to consultancy, financial security, and everyday life. From battling deepfake scams to exploring groundbreaking family-safe banking systems, Sebastian shares a bold perspective on using AI not only to innovate but to safeguard our humanity. Join us as we push the boundaries of tech, values, and vision—discussing a future where AI truly empowers us all.

(00:00) Intro (01:32) The threat AI poses to consultancy and human capital organizations (02:59) Organisations controlling the messaging around AI (06:10) The benefit of AI for inclusivity in the workforce (07:12) Where should knowledge workers reskill (09:10) The professional journey to work with AI (11:04) The joy of human connection making memorable experiences (15:54) Brutalism and will we live inside multipurpose architecture (17:20) Building heritage and retaining our historic landscape (17:39) The Sycamore Gap tree and the human connection with place (19:04) Parental anxiety about social media (19:40) Shall we replace our smartphones with pagers (20:00) Archaeology to AI in banking (21:10) The opportunity for organizations to benefit from AI and data (23:00) The importance of values and diversity of thought (24:40) The challenge of objective decision-making and critical thinking (25:12) The emergence of deepfake and fraud (27:21) Advice to avoid being a victim of a deepfake scam (29:55) The underwhelming Mark Zuckerberg metaverse avatar (33:33) What to look for when choosing a bank (35:35) Convergence of infrastructure and customer experience (37:45) Explanation of foundation models and multimodal AI (38:46) NASA geosatellite data AI processing (43:43) The value of openness (44:55) Llama Meta foundation model and IBM Granite foundation model class (46:23) Mistral AI-focused French innovation (47:55) Cost reduction for AI in targeted foundation models (48:45) Nvidia GPU usage and how it will be affected by foundation model design (50:10) AI is an unknown, not a threat (51:48) Generational shift and human-machine interface (53:53) School headmasters using ChatGPT (56:27) Utopia or dystopia: an optimistic utopia

Today, we’re exploring the intersection of human creativity and AI with Rob Paton, a branding expert whose thoughtful and gentle approach has shaped some of the most successful campaigns in the industry. With half a billion dollars in revenue generated from his work, Rob unpacks the big questions: Can AI ever support the unique magic of human creativity? Will we still see iconic campaigns and lasting brands with AI in the mix? From the legendary Volkswagen Polo ads to the future of creative expression, this conversation is filled with insights on preserving the soul of creativity in the age of AI. Join us as Rob takes us behind the scenes of building brands that resonate—and what it takes to protect creativity's heart in a tech-driven world! (00:00) Intro (01:13) Is there a risk of redundancy for human creatives (02:27) Why do people ask ‘does that make sense’ (03:03) The human need for validation and being human in the age of artificial intelligence (04:29) How will AI handle the subjective human opinion (05:05) Leveraging AI to adjust the narrative of content (05:30) The urge to humanise technology (06:37) The creative barrier between the client and the output (09:30) Cloud transition for accounting software Xero and Sage (11:20) The democratisation of creativity (11:48) Working in the creative agencies and the first Apple Mac computers (14:24) 1997 Volkswagen Polo advert (16:07) Can ChatGPT come up with creative ideas (17:15) What is the human creative process (17:45) Could language vectoring invent the Apple brand? (19:25) How to create a compelling brand (21:00) The subconscious artistic process (22:16) How AI is the most cost effective method of building brands (23:35) In-house marketing teams enabled by AI (24:14) Speed v thoughtfulness in brand creation (26:16) Can you identify AI and human produced brands (29:45) How to create a brand that lasts (31:10) Leveraging AI to match consumers to products (31:34) Coca Cola biohacking and psyops (32:40) The godlike Coca Cola brand (34:00) How Amazon prefers Chinese brands (35:12) How has Coca Cola persisted over time (36:30) What is the cause of the death of the high street and high street brands (37:00) Does cost trump brand? (38:10) Reviews and access to information informs the consumer (38:50) The easy brand and why are all good brands dated (39:55) Is longevity a function of good brands (40:00) How can you objectively assess AI brands (41:33) Technical v brand innovation (43:21) The requirement to have a human in the loop (43:35) How to build brands that create half a billion dollars worth of revenue (45:12) How will creatives compete with AI (47:40) How brands encapsulate the people in the business (50:05) How was the théâtre d'opéra spatial made? (50:49) Can AI produce art? (51:05) Banksy, pictures on walls and morons (55:08) AI tools that engage with a group of creatives (56:35) How brands appeal globally (58:29) Advice to people starting in a branding career (01:05:00) The rise of creative activism against AI (01:06:00) Human generated content watermarking (01:07:28) Thinking about AI as the matrix (01:09:35) Are people frightened of Elon Musk’s vision of the future (01:11:00) Where do the creatives go? (01:12:00) Will creatives always be creative (01:13:00) AI Utopia or dystopia?

Explore the fascinating intersection of human creativity and artificial intelligence in this BASELINE episode featuring Rob Paton, a renowned branding expert with a proven track record of generating over half a billion dollars in revenuethrough his iconic campaigns. From the legendary 1997 Volkswagen Polo advert to the future of creative expression in a tech-driven world, this conversation delves into topics such as the democratization of creativity, AI’s role in brand creation, and the subconscious artistic process. Join us to uncover how we can preserve the soul of creativity and learn how to build brands that resonate in an era increasingly influenced by AI.