Independent creative communications agency alt/shift/ is making a significant investment in AI, appointing specialist Tommy Hyde to work alongside the national leadership team implementing AI solutions across operations, strategy and creative development. The agency has also launched its first proprietary tool, The Culture Wire.
Since starting with alt/shift in August, Hyde has been tasked with building proprietary AI tools and systems, whilst working alongside clients to identify opportunities within their teams and business.
“We’re thrilled to have Tommy’s skills helping put alt/shift/ ahead of the curve. At a time when a lot of people are talking about the impact or opportunities AI brings, we’re proudly investing and implementing smarter, more effective ways to deliver for our clients. Tommy’s expertise gives us the technical capability to genuinely capitalise on what AI can do, and we’re already seeing the impact of that across the agency,” managing director Sam Vassos said.
The first proprietary tool is The Culture Wire, an AI-powered system that automates alt/shift/’s “culture-jacking” process to keep clients ahead of the cultural curve. The tool was conceived by Damian Davitt, alt/shift/’s head of social and content, who identified an opportunity to use AI to stay on top of the rapidly shifting cultural landscape.
“In PR and social, timing isn’t just important–it’s everything. Cultural moments, news cycles and trending conversations move fast, and if you’re not structured to capitalise immediately, you’re perpetually reacting instead of leading. Our clients are loving the pace at which we’re able to
bring them genuine opportunities, not missed moments. Our team is inherently online; Culture Wire simply allows us to identify more opportunities, quicker and earlier for our clients,” Davitt said.
The Culture Wire aims to tap into cultural momentum before it reaches the mainstream. It does this by analysing patterns across media, online conversation and behaviour, uncovering emerging opportunities and enabling clients to move with speed and relevance.
“Our approach to AI is about amplification, not replacement. We’ve built an AI framework that sits alongside our teams to accelerate speed to market, streamline workflows and unlock efficiencies across strategy, creative and delivery. Tools like Culture Wire are part of a broader system we’re developing to help our people move faster, think smarter and focus more time on the work that truly drives impact for our clients. Watch this space for more to come,” managing director Katie Raleigh said.
The Culture Wire is now operational across alt/shift/’s national offering.
