About Us // Obsolete.com

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.

/ / / / / / / / Collaboration at our Core

Deep understanding of each sector’s unique challenges and opportunities is required for this work. That’s why we’re built around a network of trusted partners who bring decades of experience across industries.
We partner with the best minds in each field, from seasoned executives to emerging innovators. By combining their domain expertise with our extensive knowledge, we offer our clients unparalleled value and impact.

Together, we tackle we can most complex challenges. Whether it’s developing responsible strategies, navigating ethical implications, or ensuring that AI benefits workers.
Our partner-based model allows us to assemble bespoke teams for each client, bringing together the perfect blend of sector expertise and AI know-how to deliver tailored, impactful results.

The Door is Wide Open / / / / / / / /

We’re always seeking out new partners who share our commitment to putting humans first in the AI revolution. If you’re a leader in your field and believe in the power of collaboration, we’d love to explore how we can work together.

If you’re passionate about harnessing AI to benefit your sector, let’s talk. Together, we can ensure that this transformative technology serves the needs of businesses, workers, and society as a whole.

/ / / / / / / / 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.

Operators / / / / / / / /

Jake Shaw

Snr Assoc, Ops

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

Troy Norcross

Snr Assoc, Enterprise

Enterprise and Business Architect specialising in supply chain and transport and logistics solutions. Non-Exec Director and Board Advisor.

Phil Dearson

Chief Strategy Officer

Digital strategist Phil Dearson has over 20 years experience working with major brands on digital transformation, emerging tech, and data strategy.

Daryl Bannon

Snr Assoc, Finance

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

Simon Collins

Snr Assoc, Training

Skilled at business development, partnerships, innovation & strategic leadership

/ / / / / / / / Specialists

Laura Jordan Bambach

Snr Assoc, Creative

Award-winning creative director and past President of D&AD. Founded initiatives to empower women in business

Sam Collett

Snr Assoc, Education

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

Eva Pascoe

Snr Assoc, Retail

Founder Cyberia & Cybersalon. Retail tech pioneer focused on the future of shopping and humanity.

Iain Bennett

Snr. Assoc, Policy

Seasoned creative industries consultant helping organizations leverage the power of culture, creativity, and digital for growth.

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

Lindsay Butcher

Snr Assoc, Creative Strategy

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

Scott Lawson

Snr Assoc, Linguistics

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.