“AI is nothing without the data,” she says. “But there’s a lot to thin — Zöe Webster

"We are in a hype cycle, And there’s a bit of Fomo [fear of missing out] around AI. Everyone thinks everyone else is doing it and doing it at scale and getting it right – and that’s not really the case. Everyone is in the same period of uncertainty."

"Something like ChatGPT is only one possible solution, AI is far broader."

"It may be a lot of fancy maths, but it’s easy to forget there’s a whole supply chain involved with AI,For example, where’s the data from, who’s supplying the algorithms, who maintains it, who’s keeping track, and what happens if something degrades over time or customer behaviour changes? Making sure the right people are accountable in the right way is really important."

"Not only is the underlying data itself a problem – “It comes from a western view of the world which can be full of poor data and horrific stuff,– but also there is not enough diversity among the people working in that space. We need people in the room to be able to say, ‘I’m not comfortable with that."

"There is lots of amazing work being done out there by people such as Maggie Philbin [the former presenter of BBC’s Tomorrow’s World] and Anne-Marie Imafidon [Stemettes founder]. But if you think about who is going to play around with algorithms at the weekend to gain experience, it’s less likely to be a woman with kids or anyone with caring responsibilities. When do women have time to experiment with it?"

"So how should businesses approach an AI strategy? “I first ask clients to think about their goals: what is it they want to change in the organisation? Are they looking to attract more customers or maintain the current ones? What insights would be most valuable or what questions do they have? What would you need to know about customers to speak to them in a way that resonates?”"