Artificial Intelligence isn’t valuable because it’s new - it’s valuable when it makes life easier for customers, staff, and organisations. In this Q&A, Tim Fletcher, Head of Technology at Deepend, shares how AI and emerging technologies can be applied in practical, human-centered ways. From building trust through prototypes, to creating competitive advantage in healthcare, to ensuring ethical adoption that supports both organisations and people - Tim explains how technology becomes a genuine enabler of transformation, not just hype.

1. How can AI be applied practically for businesses, beyond the hype?

The real value of AI comes when it solves customer problems in tangible ways. For a superannuation client, we used AI to predict churn among high-net-worth members, giving the fund time to proactively retain valuable relationships. In another case, we made a government department’s AI assistant more effective, improving efficiency of information retrieval and building trust in the technology. Both examples show that when AI is applied through the lens of customer-led technology, it is not about hype but about delivering outcomes that matter.

2. What’s the first step for companies that want to integrate AI into their operations?

The first step is not experimentation but clean data. Without access to the right data, AI cannot provide meaningful insights or experiences. One of the most effective approaches we use is Retrieval-Augmented Generation (RAG), which allows AI models to draw in external data. This results in outputs that are more relevant, and useful. Businesses that take the time to get their data house in order are the ones who unlock genuine value from AI, because the technology has something solid to work with.

3. How do you make emerging technology less intimidating for clients?

We make technology feel less daunting by focusing on what it enables rather than how it works. Clients do not need to understand the inner mechanics of software; they need to see the benefits for customers and staff. By using prototypes, journey mapping, and simple test models, we bring technology down to earth. Once leaders and teams see that what we create can reduce friction, anticipate needs, or unlock new ways of working, the fear gives way to curiosity and confidence.

4. Can you share a case where customer-led technology created a clear competitive advantage?

St Vincent’s Hospital Network, is a good example - the challenge was complexity. Different hospitals used different systems, leading to inefficiencies and inconsistent experiences for staff and patients. By simplifying the technology stack and creating a consistent digital experience across the network, we enabled smoother operations, reduced duplication, and gave staff a clearer, more reliable set of tools. For patients, this meant easier access to information and services, and for the organisation, it created a distinct advantage in efficiency and quality of care. It is a powerful example of customer-led technology improving both experience and performance at scale.

5. What ethical or practical considerations should businesses keep in mind with AI?

AI should be judged not only by efficiency but by its impact on people. Practically, this means ensuring transparency, reducing bias, and protecting customer data. Ethically, it is about asking whether automation improves the customer experience or simply cuts costs. Beyond this, businesses need to acknowledge the human impact of automation. It is not enough to remove old jobs; we must also support people to transition into new ones. Customer-led technology is at its best when it enhances trust, creates value, and helps both organisations and individuals adapt to the future together.