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

With 30 years in digital innovation, Jon guides organisations through AI transformation with a fiercely human-first approach. From launching the original Obsolete.com in 1995 to now advising governments on creative industry impacts, partnering with businesses on ethical implementation, and coaching leaders through technological upheaval—Jon cuts through hype to deliver practical outcomes. His mantra remains consistent: solve real problems, not AI for AI’s sake.

Operators / / / / / / / /

Jake Shaw

Snr Assoc, Ops

Combines his diverse experience in entrepreneurship & filmmaking with a passion for leveraging AI to enhance human potential and build sustainable futures for businesses.

Troy Norcross

Snr Assoc, Enterprise

AI governance and enterprise innovation helping align AI adoption with business goals balancing technological advancements with ethics, risk, and compliance for sustainable success

Rebecca Allen

Snr. Assoc, Strategy

Commercial, strategy & content ninja. Agent for good. 20+ years scaling businesses across marketing, media & tech. AI & leadership alignment speaker, advisor & NED.

Sam Collett

Snr Assoc, Solutions

Veteran Digital strategist who co-founded Practically.io, contributed to the original Obsolete. Brings unique insights through his passion for causal maths to enhance user experiences and business outcomes.

Iain Bennett

Snr. Assoc, Policy

Veteran creative industries and digital economy specialist who transforms cultural sectors through strategic consultancy, bridging public policy and commercial innovation across the UK.

/ / / / / / / / Specialists

Laura Jordan Bambach

Snr Assoc, Creative

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

Simon Collins

Snr Assoc, Training

Skilled AI educator who demystifies AI for SMEs through engaging, practical programs that transform complex technological concepts into accessible, human-centred business solutions.

Eva Pascoe

Snr Assoc, Retail

Futurist & Founder Cyberia & Cybersalon. Digital retail pioneer who revolutionised e-com through groundbreaking ventures, now transforming high street futures.

Paul Bay

Snr Assoc, Comms Strategy

A transformative force bringing decades of expertise to those seeking cultural change, brand evolution and strategic communications through his roles as speaker, mentor and founder of multiple innovative consultancies.

Brian Fitzpatrick

Snr. Assoc, Media

Serial entrepreneur, investor and advisor supporting innovative tech ventures across digital media, advertising and services.

Nicole Bachmann

Snr Assoc, Leadership

Founder Haywood Mann. expert in leadership development & facilitating collaborative edge, drives business performance through strategic insight and emotional intelligence.

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.

Marc Lawn

Snr. Assoc. Enterprise Strategy

Strategy. Simplified. Connecting the dots in complex international businesses. Human centred approach to transformation that sticks

Django Beatty

Snr Assoc, Platforms

Fractional CTO. Digital transformation expert with 20+ years of enterprise experience. AI & ML strategy & ops. Focused on scalable adoption and product development.

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.

Dan Jordan Bambach

Snr Assoc, UX

UX and product design expert with 15+ years of digital experience across sectors.

Chris Houghton

Snr Assoc, Strategy (AU)

Digital strategist and creative producer skilled in content strategy, UX design, and publishing across business and arts sectors.

Natalie Semmes

Snr Assoc. - Kindness Value Architect

I use AI to unlock efficiency and reinvest in what only humans can do — lead with clarity, show care, recognise others, and build real connection — so that you, your people and your business can thrive and prosper.

Allison Alexander

Snr. Assoc. - Growth

Revenue acceleration architect for scaleups across B2B SaaS, AI, Tech. Powering high-growth through commercial operations and transformative partnerships.

James Stevens

The Tall Guy

Co-Founder of Obsolete in 1995 and founder of seminal arts cybercafe Backspace. He is tall.

Hallidonto

The Future

Accomplished Purveyor of the post human condition. Future of work and humans. Proudly Scottish mentalist.

Jon Luini

The Sound & Fury

Co-Founder of IUMA in 1993, Godfather of Obsolete.com. Founder of Chime Interactive.

Ben Greenaway

Snr. Assoc. Words and Code

Veteran digital strategist, published author, and technical expert who’s co-edited books on digital futures with decades of hands-on experience spanning ecom, dev & now AI.