Can we stop talking about AI now and start using it? AI is…useful.

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But we’re heading into an era of AI-generated ‘sameness’/ You can already see it – AI-generated marketing campaigns that all feel weirdly similar, the product descriptions that could be from anywhere, the stock-standard AI generated images that are losing the ‘wow factor’ and AI thought leadership content. And yes, I did run this through Claude to tidy up my Mancunian style but the content is mine.

What’s got me thinking is how we’re starting to create digital versions of ourselves that actually think and work like we do. Not just automation or efficiency gains, but genuine digital representations of ourselves that understand our working style, our decision-making patterns, our quirks and personalities. We are already seeing agentic AI—autonomous AI systems designed to operate independently and collaborate with other AIs. These agents cannot only execute tasks but also interact with one another, exchanging information and delegating responsibilities to achieve complex goals. This AI-to-AI collaboration enables seamless workflows, amplifying efficiency and innovation, so a digital version (twin) of ourselves in more mainstream tasks will be interesting to see.

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Imagine your digital twin handling initial client conversations, sorting your inbox based on how you actually think, or running preliminary project discussions while you focus elsewhere, like having a second ‘you’ that really ‘gets you’. And on top of that, the ability to coach not only yourself (some exciting things coming from us here, watch this space) but also train and coach your digital twin.

The workplace implications are vast. Teams could collaborate across time zones through their digital twins, making decisions that align with their real-world counterparts’ values and expertise. Your digital twin could be in three meetings at once, each one reflecting your actual insights and approach, maybe we can solve the “never enough hours in the day”.

But it raises fascinating questions about authenticity and human connection. When does it become crucial to step in as your physical self? How do we maintain genuine relationships in a world where our digital twins are handling more of our interactions? The CEO of Bumble, Whitney Wolfe Herd already shared last year that she sees a world where app users would be assigned personal AI ‘dating concierges’, who would then ‘date’ hundreds of other users’ AI concierges to determine compatibility, saving time and narrowing down matches that then allow for the human connections behind the concierge.

2025 isn’t just about the tech – it’s this shift in how we think about human presence and creativity in an AI-saturated world. We’re not just delegating tasks anymore; we’re extending our human capabilities in ways that could make work more meaningful, not less.

What will make all of these interactions and generated content powerful is where we humanise the tech as much as possible but importantly where we are intentional about what sets us apart from AI – our humanity, our experiences, being present, our emotions and thoughts. All whilst we continue to consider and be aware of deep fake content, data privacy, regulation, diversity in development and any over-reliance on AI.

In summary, our intentional curiosity about AI and its use cases will continue to grow and expand, become more ‘background’ as these tools become part of our day to day and workflow and holding onto what makes us unique and human.

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