About Us

/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / Our mission

Today, we stand at the dawn of another paradigm shift – the rise of AI and machine learning. With open eyes, we see both the incredible opportunities these technologies present and the potential risks if misused.

However, we know real change requires balance. Our approach isn’t just about implementing AI – it’s about doing it thoughtfully and ethically. We help clients predict and mitigate risks from the start, so they can avoid worst-case scenarios.

Human First / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /

Our extended team brings decades of experience guiding businesses through times of rapid technological change. We’ve learned hard lessons about moving fast without considering consequences.
That’s why our approach is grounded in curiosity, passion and research. We stay on top of where AI is heading while questioning hype and assumptions.

Most importantly, our philosophy is about augmentation, not replacement. We build AI that enhances human skills and abilities rather than rendering them obsolete.
The future may be unpredictable, but our commitment to ethical, human-centric AI remains constant. Let’s work together to ensure the coming years are defined by progress, not peril.

/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / Augmented Humans

Jon Bains

Founder, CEO

Jon Bains has been recognised as a digital leader for decades and more recently as a pioneer in the practical use of AI for business. Jon has over 25 years of experience in delivering successful and award-winning digital experiences, and is a founding partner of What & Why, a consultancy that uses Generative AI tools to help clients develop and execute their communications & brand strategy. Over the years he has worked with clients such as Levi’s, Nintendo, Five, Which?, CIPD, AXA Wealth, TES and Amnesty International.

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The Principled / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /

Andrew Gerrard

Snr Assoc, Venture

Andrew Gerrard is a business strategist and recognized business development leader with extensive experience in technology, capital markets and digital media

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Meena Sangar

Snr Assoc, HR

Experienced HR professional focused on talent acquisition, development, and alignment with business goals.

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Jake Shaw

Snr Assoc, Ops

Building brighter futures for entrepreneurs and startups whilst talking very loudly. He fancies himself one of the 12 ronnies

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Daryl Bannon

Snr Assoc, Finance

Experienced finance leader advising companies on transformation, efficiency, and sustainability with an energetic and thoughtful approach.

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Simon Collins

Snr Assoc, Training

Skilled at business development, partnerships, innovation & strategic leadership

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/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / The Experienced

Lindsay Butcher

The Creator

Lindsay Butcher, creative strategist and director, co-founder of What&Why and Reaxion Limited.

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Sam Collett

The Knowledge

Original Obsolete. Digital expert with 20+ years of experience. Co-founded Practically.io agency.

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Scott Lawson

The Eloquent One

A master at harnessing the power of AI to blend data analysis, storytelling, and creativity. His unique approach aims to bridge divisions among people, fostering understanding and unity through technology.