Ever wondered why a simple map change boosted London train rides by 400%? Or how a Tube strike forced commuters to discover better routes—permanently changing behavior for 20% of them? This isn't luck. It's choice architecture in action—where thoughtful design reshapes decisions and drives better outcomes for businesses. In our latest in4 video, @George dives into how smart design reshapes decisions—helping businesses boost renewals, cross-sells, and customer loyalty. Watch now to learn how to design for better decisions. Got a blue-sky idea you want to share in an in4 video? DM us—we’d love to hear from you!

For decades, the AI community has been split into two camps: the neats and the scruffies. The neats believe understanding how AI works is crucial—like physicists uncovering elegant equations (think E=MC²). The scruffies argue it’s enough that it works—just like we use our brains every day without fully understanding consciousness (or quantum mechanics!). With generative AI, we’re firmly in scruffy territory: we don’t fully understand how these models are trained or why they behave the way they do. But does that matter? Is it scary? Or is it just part of the journey toward something greater? So, what do you think? Watch the full video and share your thoughts below.

Amazon’s launch of Amazon Autos has sent ripples of fear throughout the automotive world. The tech giant, with no history in the automotive sector, has no specific car to sell—but they’ve already got the attention of the industry. Why? Because they’re armed with an unmatched ability to deliver great customer experience, and that’s enough to disrupt an entire market.

What is the Difference Between Human and AI Intelligence? As AI tools like ChatGPT continue to reshape the world, one key question arises: How does AI’s intelligence compare to our human cognition? In this insightful video, we explore the fascinating parallels—and critical differences—between large language models and the human mind.

After decades in digital transformation, one thing is crystal clear: The commercial structure between the brand and the transformation partner is critical to success. Many partnerships start with time-and-material models, which can lead to tension and misalignment. The fixed-price model that follows only adds more pressure, punishing learning and flexibility in the process. So, how do you ensure a win-win partnership? Enter value-based pricing. This innovative model shifts the focus from production costs to the value delivered—both to the brand and its customers. It fosters collaboration, aligns incentives, and ultimately leads to better outcomes.

From static imagery decades ago to interactive digital experiences, branding has always evolved with technology. But now, with AI, we’re stepping into uncharted territory: decisioning—where AI’s ability to make decisions in line with your brand identity could be the ultimate game-changer. Imagine AI agents acting as brand ambassadors, making decisions as if your CEO themselves were making the decision of how to service and speak to customers. Or tools like Sitecore, training AI on branded content for tone consistency, and Salesforce, ensuring trust and safety in every interaction.

Hear from George Smith, Regional Managing Director for EMEA at Horizontal Digital, as he fascinatingly studies the analogy between biological evolution and technological progress, particularly focusing on how transformative innovations like TCP/IP, blockchain, and AI’s large language models have catalyzed significant productivity gains in the global economy. He highlights that similar to the sudden bursts of biodiversity seen during events like the Cambrian explosion, technology can also experience rapid advancements that fundamentally reshape economic landscapes, often in unexpected ways.

George Smith, Regional Managing Director for EMEA at Horizontal Digital, effectively illustrates Salesforce’s critique of the “golden record” concept by examining loyalty programs in the airline industry and how they often possess greater financial value than the airlines themselves. This disparity indicates that many customers primarily make travel decisions to earn loyalty points, which can significantly influence their choices in various situations. Unlike what the “golden record” approach suggests, George advocates for recognizing customers as multifaceted individuals, each of whom impacts purchasing behavior in unique ways.

George Smith, Regional Managing Director for EMEA at Horizontal Digital, suggests that by 2030, websites may become obsolete, drawing parallels to the significant decline of physical retail stores and the downfall of Blockbuster in the wake of Netflix’s rise. With Salesforce’s introduction of Agentforce, he anticipates a growing preference for AI agents over traditional web navigation, as consumers are likely to prioritize the efficiency and conversational nature of AI interactions instead of the cumbersome experience of navigating complex menus and filling out forms on websites.

In this in4 video, George Smith, Managing Director EMEA at Horizontal Digital, explores how true innovation comes from focusing on the problem rather than the solution. Using Ignaz Semmelweis and germ theory as a historical example, he highlights the importance of exploring the problem with evidence-based approaches and fostering change. Learn how businesses can apply these principles to adapt critical evaluation and drive more effective problem-solving.

Hear from George Smith, Regional Managing Director EMEA at Horizontal Digital, on why marketers need to prioritize DevOps to foster a culture of experimentation. Comparing traditional retailers’ slow deployment cycles to Amazon’s rapid code deployment every 11.6 seconds, he highlights how faster experimentation drives better customer understanding. Learn how aligning marketing with IT and embracing continuous testing can give businesses a competitive edge.

George Smith, Regional Managing Director EMEA at Horizontal Digital, shares his latest 4-minute insight on how choosing the right partner for digital transformation involves embracing uncertainty and co-creation. Successful transformation requires a collaborative journey, where businesses embrace iterative learning. Discover how reframing expectations and focusing on partnership over certainty leads to deeper innovation.

George Smith, Regional Managing Director EMEA explores the business model shift from tangible to intangible assets and how customer experience plays a critical role in modern business valuation. With 90% of S&P 500 value now in intangible business assets like brand, data, and software, learn why it's crucial for companies to invest in customer experience for long-term success and growth.

George Smith, Regional Managing Director EMEA, discusses why digital transformation success requires more than just the technology—it needs a skilled transformation coach. While many brands invest heavily in technology tools, they often see no results without proper engagement. Discover how choosing the right transformation partner, much like a fitness coach, ensures the right support and motivation to drive lasting internal change and maximize the impact on business metrics.

George Smith, Regional Managing Director at Horizontal Digital, goes back to the 1980s to explore the productivity paradox and the lessons from tech transitions in the 19th century. He explains that while AI transformation demands a fundamental reorganization of businesses to unlock its full potential, many companies are merely tinkering with AI, risking missed opportunities for true innovation.

George Smith, Regional Managing Director at Horizontal Digital, explores how digital transformation is more than just implementing new technology—it's about managing change within an organization, from shifting behaviors to fostering continuous learning and support. Learn how managing organizational change and prioritizing continuous learning over quantifiable metrics are essential for long-term success.

George Smith, Regional Managing Director EMEA at Horizontal Digital, curiously explains how the invention of Artificial Intelligence is a reflection of the journey of human development, and how both were triggered by the vast quantity of contextual data available to be learned from.

George Smith, Regional Managing Director EMEA at Horizontal Digital, intriguingly explores the reason why customers choose to tattoo their favorite brand logos on their bodies. He highlights how individuals link their self-perception to the brands they consume, and the importance for brands to recognize the value in that connection.

Watch George Smith, Regional Managing Director EMEA at Horizontal Digital, share his perspective on the importance of learning programming languages to communicate with computing devices, and how AI's ability to understand natural language could revolutionize that approach.

Watch George Smith, Regional Managing Director EMEA at Horizontal Digital, sharing insights on the emergence of Artificial Intelligence (AI), and diving into the origins of such unique technology, all under 4 minutes.