If you’re looking for it there is a tonne of information and opinion on AI and work now, and rightly so, but this post just caught my eye. It’s called The Cybernetic Teammate. It’s a smart, balanced reminder (based on a fairly robust study conducted at P&G) that AI isn’t replacing knowledge workers anytime soon*. But it is changing what “great work” looks like, and how it makes us feel.

That’s exactly how we see it too.

After 20 years of crafting digital strategies, building platforms, and executing campaigns for pharma and healthcare, we’re not watching this AI wave from the sidelines, we’re embracing it. As we must, to improve ourselves, and our deliverables, but also because if we don’t we’ll be replaced by those that do. That sentiment is already a cliche, but hard to argue against.

Just talking about it, and using ChatGPT here and there simply won’t cut it though. We’ve embedded the best AI tools across design, marketing, and development, not to cut corners, or simply improve productivity, but to enhance creativity, speed up execution, and free up our team to focus on what really matters: solving real problems for our clients.

We're not just using AI. We're conducting it—like an orchestra of powerful new instruments, each one amplifying what our team already does best: analyse, think, create, and deliver meaningful impact. The result? We're delivering more, learning faster, and enjoying work more than ever. We've been serving healthcare clients for two decades, and we've never been more optimistic about the future.

*Not soon. What does that mean? Let’s be real, does five to ten years really count as not soon? And with LLMs already operating at PhD level and improving by the day, that estimate (from the human perspective) is probably optimistic.

Irrespective, from a career perspective, this is happening now. So we’re not sitting back to see how it plays out. We’re moving fast, focused on solving real, user-centred problems with an extended team led by human experts for our clients and helping to bridge the gap to better. Now.

The (AI) Machines Aren’t Coming for Us. They’re Joining Our Team.