will.i.am, AI, and How Introducing ‘Cross-Disciplinary’ Ways of Working Can Drive The Future of Britain

Recently, I had the opportunity to attend the Future of Britain 2024 conference, hosted by former UK Prime Minister Tony Blair. The timing of the conference, just days after the Labour Party's landslide victory, was impeccable. It highlighted how the UK can navigate political changes alongside rapid advancements in artificial intelligence (AI).

While the event primarily served as a political think tank, featuring prominent politicians and technology experts from organisations like Google's DeepMind and the military, the inclusion of Will.i.am showcased how creativity will be at the forefront of an AI-empowered world. I've never seen so many people from the serious world of politics and public affairs pull out their phones to capture his arrival on stage. ??

A Fascinating Blend of Politics and Creativity

Will.i.am introduced the concept of cross-disciplinary roles. He spoke about the need for people with cross-disciplinary skills to be elevated within organisations, helping shift away from highly structured, often siloed working practices, to embrace and make the most of AI. He emphasised how people like himself and Pharrell Williams, who blend technology, creativity, and traditional skills, defy easy categorisation. In an AI-driven world, this cross-disciplinary way of operating becomes essential, as our current siloed organisational structures often hinder the best outcomes.

Rethinking Organisational Structures

To truly harness the power of cross-disciplinary thinking, we need to rethink how we structure our organisations. Traditional siloed departments like IT, marketing, communications, finance, and legal often fail to recognise and exploit opportunities. Instead, we need agile, cross-disciplinary teams that can drive innovation across the organisation. This holistic approach ensures we are not missing out on potential opportunities.

Embracing AI in Business and Society

Jonah Peretti, the founder of BuzzFeed, once noted that whenever a new medium emerges, people often make the mistake of cramming old ways of doing things into it. Just as early TV broadcasts tried to mimic radio programmes, and early social media mimicked TV, we must avoid trying to fit old organisational models into the new AI landscape. AI offers us new and exciting ways to operate within society, business, and media.

Will.i.am is already embracing this cross-disciplinary approach. At the conference, he introduced his AI co-host from his popular podcast. But why have an AI co-host?

“I can't engage with a million people and have a million different conversations. I can't do that,” says Will.i.am . “My AI co-host can remember every interview that we've ever done and engage with a million people and have a million different conversation trees.” His podcast features an AI co-host, allowing him to scale his unique perspective across multiple languages and audiences. This innovative use of AI has broader implications beyond art and culture, impacting business and society as a whole.

The Rapid Progress of AI Tools

The transformative power of AI is likened to that of electricity. Generative AI is set to catalyse a new breed of businesses ready to harness this technological wave. AI can transform big data into actionable insights, driving innovation across all sectors and touching our daily lives.

Embracing the Future

As AI becomes more prevalent in professional roles, we will likely become more 'cross-disciplinary,' in the words of Will.i.am . This shift will enable us to harness AI's full potential, amplifying our creativity and innovation. Embracing AI is not about replacing humans but enhancing our capabilities and creating new opportunities for deeper engagement and creativity.

The new UK Government, under the Labour Party, is already making positive noises about AI integration, which could have transformative outcomes for the public sector and society at large. For example, the Government Communications Service is piloting AI. By rethinking our organisational structures and embracing cross-disciplinary thinking, we can drive significant innovation and stay ahead. The Department for Science, Innovation and Technology (DSIT) announced last week that they will expand in both scope and size, bringing in deeper experts in data, digital, and AI.