What is the true state of AI adoption in business today? In this unscripted keynote from the Mediaspace.global Leadership Club & Mixer, James Welch (Growth Lead at WPP Choreograph Tech & AI Consulting) breaks down the realities of artificial intelligence using a classic cinematic lens: Sergio Leone’s The Good, the Bad, and the Ugly.

From the dangers of AI hallucinations and the impending "slopocalypse," to the financial traps of legacy "celery tech," James shares candid, behind-the-scenes insights on how companies are actually using machine learning. Discover why true AI success requires more than just buying off-the-shelf tools—it demands prior preparation, solid guardrails, and a privacy-first approach to data.

Recorded live in London at an exclusive roundtable of top marketers, media lawyers, and business innovators.

🎧 Listen to the full conversation on the "After Dinner Chats" podcast wherever you get your pods!

📌 Chapters / Key Moments:

• 0:00 - Introduction & The Sergio Leone AI Analogy
• 03:45 - The Good: Prior Preparation & Privacy-First Workflows
• 06:45 - The Bad: Bad Actors, Hallucinations & The AI "Slopocalypse"
• 13:05 - The Ugly: Legacy Systems & The Danger of "Celery Tech"
• 15:15 - Conclusion: Chasing the AI Gold

🔗 Links & Mentions:

• Mediaspace Global: https://mediaspace.global/
• Video Production: Baked Bean Media
• Special thanks to our hosts & sponsors: Hamish Sandison, Kinga Incze, and Cornelia Reitinger (SAS).

#AIAdoption #ArtificialIntelligence #JamesWelch #WPP #TechConsulting #GenerativeAI #MachineLearning #BusinessStrategy #MediaspaceGlobal #AfterDinnerChats

Adam Morgan is the founder of consultancy Eat Big Fish and author of the landmark marketing book Eating the Big Fish.

In this episode, host James Welch sits down with Adam to explore why the challenger brand concept is widely known yet deeply misunderstood — and why a challenger mindset is just as powerful inside Uber as it is inside a startup.

Adam shares the origin story of his consultancy (born from anger after TBWA rejected his book), the Apple stock he regrets never buying, his role in the new collective the Illuminari, and a surprising new chapter: writing children's picture books rooted in what he calls "joyful defiance."

Stick around for the High Five rapid-fire round featuring Tim Harford, Rory Sutherland, and a £350 offer to learn the principles of his own book.

Rigour and standards are the only real competitive advantage left in creative strategy. So why is the industry sprinting away from both?

Rob Campbell is a global creative strategist who has deliberately spent his career moving across countries and cultures — from the UK to the US, China, New Zealand, and beyond — to escape the industry bubble and understand what truly makes people and brands tick. He works with musicians, street culture designers, and major sports brands, and he brings an uncompromising commitment to truth, originality, and depth to every project.

In this episode of Signals & Sparks:

→ [00:52] Why AI is a "corporate truth serum" that reveals what companies actually value — not what they say they value

→ [04:41] The difference between AI as an efficiency tool and AI as a liberator of human potential

→ [08:18] Paranoia, curiosity & rigour: Rob's real process — not a framework in sight

→ [11:37] "Tough love is still love" — why high standards make you a better creative partner

→ [14:24] Truth over harmony: honesty as a creative practice, not a personality trait

→ [16:15] The case against sprint culture — and why going into a company's founding vault matters more than reacting to current data

→ [19:22] Why constantly moving overseas was the best decision Rob ever made

→ [23:05] The Remembrance Sunday church visitors' book story

Key quote: "Rigour and standards — at the end of the day, that's the only thing you've got that will set you apart."

Guest: Rob Campbell — Global Creative Strategist

Host: James Welch

Series: Signals & Sparks — After Dinner Chats #26

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