Redefining AI: From Automation to Adaptive Systems with Daniel Hulme, Chief AI Officer at WPP

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In this episode of Data & AI Mastery, host Dr. Raoul-Gabriel Urma sits down with Daniel Hulme, Chief AI Officer at WPP, to explore a bold rethinking of artificial intelligence—beyond automation and into adaptive, evolving systems.

Daniel shares how marketing is being reengineered through AI—dynamic segmentation, synthetic audiences, brand-safe content generation, and more—and how businesses must focus on frictions rather than blindly chasing trends. Drawing on decades of experience, he also reveals a powerful framework for AI defensibility built on data, talent, and leadership.

This is a must-listen for executives, AI practitioners, and innovators eager to move past hype and into action.

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Chapter Markers:

(05:50) The case for goal-directed adaptive systems

(08:05) Why businesses chase tech hype instead of solving problems

(12:34) Case study: Using AI to augment creativity at scale

(15:07) Micro-moments & the future of personalised, timely marketing

(17:00) Real-world transformation challenges (and how to overcome them)

(19:05) What gives AI efforts defensibility in business

(21:39) Biggest misconceptions business leaders have about AI

(24:46) Daniel on staying ahead: predictions, neuromorphic AI, philosophy

Useful Links:

Connect with Daniel Hulme on LinkedIn

Visit the WPP Website

Follow Raoul for more AI insights on LinkedIn

Explore Cambridge Spark’s AI upskilling programs at cambridgespark.com