Talent, Leadership and Industry Insights from Ian Wright, Senior Management Adviser

AI is transforming the way communications, marketing and public affairs teams work. But what does it mean for talent and the industry? In our latest series, we speak with senior leaders to explore the opportunities and challenges. In this interview, Madeleine Weightman, Co-Founder and COO at The Work Crowd, spoke with Ian Wright, Senior Management Adviser. Ian has built a portfolio career following a succession of leadership roles in major organisations including Boots The Chemist, Diageo and the Food & Drink Federation. Today, he is a partner in a small advisory firm serving Chairs and CEOs, as well as a non-executive director in a tech start-up where AI plays an integral role in the business.

How are you using AI today?

AI has become an increasingly crucial part of my self-employed work. I mainly use it for research, to help structure my thinking on complex issues and to take notes from calls and meetings. As company Chairman, I also use Read AI for meeting notes and minutes.

Are the skills or profiles you hire for changing because of AI’s role?

The company I chair is set to scale substantially over the next year and AI will significantly influence the skill sets we look for. Candidates who are comfortable with AI tools and able to integrate them into their work will be far more valuable.

How has the rise of AI influenced your team structure, including the types of roles you prioritise and your use of freelancers or contractors?

All new hires will need to show not just technical knowledge, but the ability to work effectively with AI. As the tech company I work with scales, AI-savvy freelancers and fractional hires will also be critical to making the money stretch.

Many people see AI as the biggest driver of change. Do you agree, or do you think something else will have a greater influence on this market?

Both geopolitical instability and AI will have a huge impact on this market. AI will help us to respond more quickly and effectively to these geopolitical shifts. It’s not a question of one or the other — they are intertwined.

Has AI changed the balance between creativity and performance in your work?

Yes, it has. Crucially, I see AI as an enhancer of creativity. It enables me to contribute more effectively by freeing up time and providing new ways to generate and refine ideas.

What excites and worries you about AI?

I’m naturally optimistic, so I see AI as making almost anything possible. At the same time, I’m mindful of the risks, particularly if it is used for harmful or unethical purposes. Responsible adoption is key.

What changes do you expect in your function over the next few years because of AI?

I expect AI to significantly raise the bar in terms of both quality and cost-effectiveness. The expectations on all of us — whether consultants, executives or contractors — will increase as AI continues to reshape how work gets done.

Whether you need interim, fractional or freelance expertise for a project, to plug a gap or upskill your team, or you are exploring new opportunities as an independent consultant, The Work Crowd can help you connect. 

Madeleine Weightman is Co-Founder and COO at The Work Crowd, working with businesses to find flexible solutions and helping consultants build rewarding portfolio careers. 

The Work Crowd is an award-winning platform connecting organisations with vetted freelance and interim experts in Marketing, Communications, Digital, Events & Public Affairs. With a global network and local industry expertise, we make finding the very best freelance, fractional and interim talent fast, simple and effective.