WOLFF OLINS’S NEW CEO ON BRANDING, AI, AND THE FUTURE OF THE DESIGN AGENCY

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The newly appointed CEO of Wolff Olins, Sairah Asham, spoke to Co.Design about her new role as a CEO, the intersect of branding and technology and what digital sociology means and how it impacts the design industry.

Digital sociology is about understanding why we behave the way we do, as individuals and as a society, whereas digital sociology is studying how technology influences our behavior. Wolff Olins is partnering with leaders in the field of Artificial Intelligence and is helping shape business strategies for new technology companies. From a business point of view it all starts with a really strong sense of purpose, and thinking about the end result instead of just embarking on a voyage of raw discovery. Asham says that it is about asking the right questions, and being very thoughtful about it, which goes hand-in-hand with Justine Musk's words in one of my latest posts.

There is a lot of change happening right now and almost infinite opportunities arise to use technology, which is very exciting. However, just because we are able to do certain things, does not necessarily mean that we always should, instead we shall not forget "about the legacy we are going to leave behind."