Strategy for futures people want.

I turn technological and industrial change into strategy and stories people can believe in.

Erik Mashkilleyson
Strategy & AI Director, Avidly
Previously Siegel+Gale, London

Systems.

How technology changes industries, organisations, value chains, products and everyday life.

Stories.

Complicated technology and ambition, made into narrative, positioning, brands and experiences.

Society.

What change means for people, trust, culture, consumption and work.

I have helped science-led companies articulate new ways of producing the things society depends on, from food made with carbon dioxide and electricity to chemicals refined from algae and critical metals recovered from industrial streams.

Generative AI is making polished output easier to produce. That changes the value of the choices around it: which question to ask, which direction to pursue, what to keep and when a piece of work is ready to enter the world. The Human Premium is my ongoing exploration of those choices.

In practice

• NeverlookMaking autonomy understandable.
• Avidly AIBuilding an agency’s everyday AI capability.
• The Human PremiumThe idea I talk and write about