Innovation. A buzzword, a KPI, a post-it on a whiteboard somewhere. Everyone wants it, many say they do it on a daily basis, some even claim to own it — but let's get something straight: you can't innovate in isolation.

You would expect -especially at the dawn of a new year, with the sense of fresh beginnings that it entails- a leading digital business agency like ATCOM to be cheerleading technological developments and the magnificent opportunities these present to its clients.  Indeed, one would be barely surprised if such new paths to be trodden centered around AI, in particular the transformational, generative kind that disrupts (or even potentially destroys) business models and upends strategic frameworks...