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ONE Strategy isn’t just adding AI tools to an inefficient process—they’re fundamentally reimagining how strategic work gets done. On the "AI Role Models" podcast, strategists from ONE Strategy Studio discuss this new approach.
The experts highlight how they're flipping the traditional model on its head, enabling strategists to spend 90% of their time on critical thinking and client partnership rather than administrative tasks. The result? Insights that are faster, more cost-effective, and just as good—if not better.
The human element in human-centered automation
"It's super creative, and that was one of the unexpected surprises for me working in AI," says Camilla Pugh, Chief Strategist at ONE Strategy Studio. "People sometimes think, 'Oh, what am I going to do all day? It's so boring working with AI.' But that's totally wrong."
This perspective challenges the common misconception that automation diminishes the role of human expertise. Instead, ONE Strategy Studio has developed a model where AI handles the heavy lifting of data analysis and pattern recognition, allowing strategists to spend most of their time on critical thinking and client partnership – a complete reversal of the traditional agency model where only a fraction of time was spent on strategic thinking.
Charlotte White, Lead Strategist in the US, emphasizes this shift.
"The outputs speed up the process for us in terms of the models doing all the heavy lifting – sourcing the right data, joining the dots, getting to those really compelling opportunity platforms," she said. "But it doesn't mean that there's not a manual layer within this, which is where we come in."
Partnership with virtual teammates
ONE Strategy Studio has humanized its AI models. The company has developed five specialized models, each with distinct personalities and capabilities that mirror the core functions of a traditional strategy team. This approach has transformed how strategists interact with the technology.
"They feel like virtual teammates," Camilla explains. "Once you understand how they work, it's a creative task taking that brief from the client and then translating that into what you want the output to look like."
Charlie adds a personal perspective on this human-AI collaboration: "I'm very human-centric... I often think things through by talking out loud. And I find myself doing this with the models. What I'm not doing is talking to a tech interface. I'm talking to a teammate."
One of the most powerful aspects of this human-centered automation approach is its ability to challenge established thinking. Traditional agency processes often reinforce existing biases, but the combination of AI analysis and human guidance helps break through these limitations.
"Working client side, I know certainly you get to a point where every project you're doing, having conversations with internal stakeholders, you're talking about the same thing, and it's reinforcing those biases," Camilla reflects. The AI models provide fresh, unbiased perspectives, while the human strategists help contextualize and apply these insights meaningfully.
The human-centered automation approach has changed how insights are generated. Charlie describes the process as "playful experimentation," noting that "the power is in the ability to ask a question in a slightly different way, taking you to another interesting set of spaces."
This iterative capability has proven particularly valuable for clients.
"The clients do have an opportunity to say, 'Can we push here? Can we bring these areas?' There's a lot of flexibility," explained Camilla. "And that iterative process is actually really energizing, rather than the traditional process where you do the six, eight weeks, you'd have an agency present, and then you think, 'I wish I'd added in this.'"
The future of strategic partnership
Looking ahead, ONE Strategy Studio continues to evolve its human-centered automation approach. They're exploring new capabilities, including:
- Multi-dimensional outputs beyond traditional PowerPoint presentations
- Early validation and sizing of opportunities
- Integration with client segmentation frameworks
- Support for R&D functions
- Multi-market analysis capabilities
Charlie emphasizes the importance of maintaining the right balance between in-house and external AI capabilities.
For organizations looking to embrace this new paradigm, the team offers several key pieces of advice:
Start experimenting: "Just have a go," Camilla advises. "AI is here. The pace of change is rapid. We need to be at the forefront of that change."
Be Discerning: "There's loads of talk about AI," Camilla notes. "There's the AI add-ons, there's the kind of really basic tools... knowing that that's not all AI. Having a go in terms of different ways to think about the models."
Define Clear Objectives: Charlie suggests organizations should "understand what's my ask of AI, what's the job I want it to do for me?"
Trust the Process: "You have to trust them in the way that you would trust another team," Charlie explains. "And I think that's the biggest leap actually when you're playing in this space."
Automation enhances rather than replaces human capability. By handling the time-consuming aspects of strategy development, AI frees human strategists to focus on what they do best: applying critical thinking, guiding strategic direction, and partnering with clients to drive real business impact.
"This is the time for insight," Camilla concludes. "It's the time to drive that impact, to be those strategic partners that we always wanted to be."
