Ahead of the Game

What does “responsible AI” look like in practice? In one of our most engaging episodes of the year, host Will Francis speaks with  Gordon Ryan, Senior Managing Consultant and Design Process Lead at Sopra Steria, about the growing impact of AI on work, business, and society, and the hidden trade-offs behind its adoption. 
From the future of design and marketing to productivity and identity, Gordon shares his perspective on where AI could take us next, and whether we’re building the kind of future we want. 

Gordon’s top 3 tips for responsible strategic use of AI: 
Reflect on what you value most in your work: Identify the parts of your role that feel meaningful and uniquely human 

Use AI intentionally: Focus on solving real problems instead of adopting tools simply because they’re available 

Think beyond productivity: Consider how AI could improve wellbeing, relationships, creativity, and quality of life at work 

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube, Apple Podcasts, Spotify, and all other podcast platforms. 
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team! 
 
Timestamps: 
0:01:57 – What systems-oriented design means 
0:04:31 – UX design, digital experiences and systems thinking 
0:05:10 – Will AI replace designers? 
0:08:24 – Creativity, craft and the human side of design 
0:09:24 – Are companies adopting AI without a clear strategy? 
0:11:37 – The “Wild West” of AI inside organizations 
0:14:41 – Gordon’s most practical uses of AI today 
0:16:00 – Using AI to analyze complex environmental and forestry data 
0:18:36 – The human impact of automation and lost relationships 
0:21:13 – What ethical AI really means beyond compliance 
0:22:41 – Productivity, profit and the future of work 
0:26:12 – Why business growth can’t continue forever 
0:30:18 – Is Gordon optimistic or skeptical about AI? 
0:31:30 – AI, inequality and the environmental crisis 
0:34:59 – Reconciling AI’s benefits with its environmental impact 
0:36:00 – Could AI enable shorter working weeks? 
0:39:36 – The future of marketing and behavioral manipulation 
0:45:50 – Marketing, persuasion and ethical responsibility 
0:46:37 – How to use AI more mindfully

Ever wondered what really makes social content go viral? In this episode of the DMI podcast, host Will Francis speaks with Stuart Larkin about viral social campaigns, creativity on social media, and why “going viral” is rarely the right starting point for a brand strategy. Drawing on his background in comedy writing and his work at UNILAD creating reactive, social-first content, Stuart explains how brands can create content that entertains, educates, inspires or invites participation while still staying authentic to who they are.
From the role of humor and trend-jacking to the importance of platform fit and consistent publishing, Stuart breaks down what it takes to build stronger social content over time. He also shares why brands should experiment with repeatable formats and give themselves permission to learn through imperfect content, rather than expecting instant viral success.
For marketers and brand leaders alike, Stuart offers a practical look at how to balance creativity with strategy, build social-first teams, and develop a more audience-led approach to content that can earn attention in today’s fragmented feeds.
Stuart’s top 3 tips:
Understand your audience – create content for a specific person, not a vague mass audience
Commit to a clear social strategy – build long-term value instead of constantly chasing trends
Treat content as an experiment – publish consistently, learn from what performs, and don’t lose your nerve when content doesn’t land straight away
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show,  ⁠email the podcast team⁠!

Wondering how AI is changing the hiring process? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with Katie Fortunato, Co-Founder and EVP of Innovation and Platform Strategy at Hire Innovations, about how AI is transforming recruitment, reshaping the job market, and creating new opportunities and challenges for employers and job seekers alike. 
Katie shares insights from the front lines of talent acquisition, unpacking how automation, the creator economy, and shifting workforce expectations are redefining how companies connect with talent. From the rise of AI-driven hiring tools to the growing importance of employer branding and personal networks, this episode offers a practical look at what it takes to succeed in the future of work.  
Katie’s top 3 tips: 
Learn AI and apply it to your work - understand how AI can streamline processes and make you more effective as a marketer.   
Stay curious and keep up with change - platforms, tools, and algorithms evolve constantly, making continuous learning essential.   
Network proactively (especially in person) - Build real connections, show up, and create opportunities beyond job applications.   
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show,  email the podcast team!  
Timestamps 
0:02:14 – How AI is disrupting recruitment (and creating new problems)  
0:04:40 – Where AI works best in the hiring process  
0:07:13 – What job seekers need to change in an AI-driven world  
0:08:03 – Employer branding: where marketing meets HR  
0:11:24 – The evolving job market and Gen Z expectations  
0:16:05 – The impact of AI on marketing careers  
0:18:25 – What’s working in marketing today: the creator economy  
0:20:59 – Turning employees into influencers and brand advocates  
0:24:51 – The reality of applying for jobs in today’s market  
0:25:53 – Advice for entry-level candidates  
0:31:16 – How senior professionals can stay competitive  
0:33:32 – The rise of the gig and fractional economy  
0:36:02 – Small teams, AI, and the future of work  
0:39:19 – Personal branding and standing out to employers  
0:41:23 – Katie’s top tips for junior marketers

Ever wondered how fast fashion brands tackle sustainability? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Sarah Whittaker⁠, Head of Sustainability Communications at Primark, about how one of the world’s largest fashion retailers is navigating the challenge of becoming more sustainable while maintaining affordability at scale. 
From addressing common misconceptions around fast fashion to embedding more responsible practices across teams and supply chains, Sarah shares a behind-the-scenes look at how communications helps shape perception, influence behaviour, and avoid greenwashing. She also explores how brands can simplify complex sustainability messages, empower employees as advocates, and balance commercial realities with ethical responsibility. 
 
Sarah’s Top 3 Tips: 
Keep sustainability messaging simple and focused – narrow in on what matters most to your audience  
Back up every claim with evidence – avoid absolutes and communicate progress, not perfection  
Engage your internal teams first – employees are your most powerful (and credible) advocates  
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!  
 
Timestamps: 
0:00:49 – Sustainability communications vs marketing explained  

0:02:47 – What Primark stands for as a global brand  

0:05:50 – Tackling perceptions of fast fashion and low cost  

0:08:56 – Communicating sustainability reports in a more engaging way  

0:12:03 – What circularity means in fashion  

0:14:10 – Working with suppliers to drive sustainability  

0:16:16 – Regulation vs voluntary sustainability efforts  

0:19:15 – Do customers really care about sustainability?  

0:23:52 – What sustainability actually includes (beyond environment)  

0:25:41 – Most effective channels for sustainability communication  

0:28:41 – Empowering employees to talk about sustainability  

0:31:34 – Keeping messaging clear and avoiding greenwashing  

0:35:33 – Sarah’s career journey into communications  

0:37:58 – Agency vs in-house: key differences  

0:40:02 – Career advice for marketers and communicators

In this special episode of the DMI Podcast for International Women’s Day, host Taz Kelleher speaks with Areej AbuAli, founder of Women in Tech SEO, and Maeve Kneafsey, entrepreneur, host of the Transform Gov podcast, and long-time leader in digital and public sector innovation. 
 
They share practical lessons from building communities, scaling businesses, securing funding, and leading with clarity in a fast-moving industry. This conversation is full of grounded advice about confidence, decision-making, community building, and the shift that AI is creating for founders. 
Top 3 tips from Areej & Maeve 
Be decisive and stop waiting for perfect conditions: Progress comes from action, not from over analysis. 
Push yourself forward: Say yes to opportunities, speak on stages, and treat visibility as core to leadership. 
Build and invest in community:  The right network accelerates your business, your learning, and your confidence. 
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.    
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!   

Timestamps 
01:26 — Acting on an idea 
03:29 — Knowing which ideas to commit to 
04:53 — Recognizing meaningful innovation 
06:19 — Representation and confidence 
09:14 — Finding your voice 
11:07 — Evolving beliefs about success 
16:39 — Early decisions that shaped growth 
20:17 — Pricing, confidence, and commercial conversations 
22:19 — What people underestimate about scaling 
24:36 — Testing, learning, and dropping what doesn’t work 
26:39 — Patterns in companies that succeed 
30:22 — What matters less than people think 
31:58 — The power of community 
36:19 — How to find a mentor 
40:45 — AI and the future for founders 
44:22 — Leadership habits for women 
47:10 — Biggest opportunities for women in digital marketing