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The challenge:
Across the tech category, AI had entered a new phase. Hype was high, trust and adoption was low, and buyers were increasingly wary. C‑suite decision-makers weren’t short on information. They were short on clarity. Over-sold by vendors, under-served by content, and bombarded with claims that often blurred the line between capability and theatre.
What stood in the way of progress wasn’t belief in AI’s potential, it was uncertainty around practicalities: data, team readiness, managing risk and ROI.
The breakthrough:
To cut through the noise, we designed a bespoke, multi-modal research methodology, built specifically to decode the real blockers to AI adoption for a highly niche, hard-to-reach audience: senior tech decision-makers across the C-suite.
The approach was structured in three layers:
This blend of methods allowed us to move from signal to substance. Surfacing what matters, ranking what’s urgent, and grounding it all in real human experience.
The impact:
→ Emily Gray brings extensive knowledge from her combined agency, client, and startup background, having worked with brands such as Diageo, Bank of New York, Vanguard, ANZ, SchweppesAsahi and O2. She specialises in connecting creativity and commercial outcomes and is a trusted advisor to both CMOs and CXOs alike.
