AI experiences

Some of our best AI work isn’t about AI as the subject – it’s AI as the method. Tools and experiences that use generative AI to do something that wasn’t possible, or practical, before.

We were quick to see the shift coming, and quicker still to start building with it: working prototypes in weeks, not quarters, because the whole point of generative AI is that it collapses timelines that used to take months.

The output isn’t a gimmick bolted onto a campaign. It’s a genuinely new kind of experience – personalised, interactive, and built to hold up to real use, not just a demo.

UST had years of AI use cases and expertise, but no way to make it feel personal to a prospect. Using generative AI, we built a working prototype in two weeks and had the full experience live in six: a next-generation assessment tool that delivers genuinely personalised results every time.

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For GITEX GLOBAL 2025 – the year “AI-native societies” became the headline conversation, with OpenAI’s Sam Altman making his GITEX debut alongside G42’s CEO – we built an interactive experience that let visitors explore their own perspective on what an AI-native society might actually look like. It struck a nerve: most people who tried it felt the future was already closer than they’d expected.

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