We help you close the AI Profitability Gap™
The space between what you spend on AI and what it returns is a key challenge facing leaders today.
Your team is moving faster with AI, but the P&L looks the same as last year. The gap is rarely the technology alone, it's how far the change reaches your people.
We move your people beyond surface-level AI, so the investment you've already made turns into real profit.
Nearly everyone is using AI. Hardly anyone is profiting from it.
Adoption already happened. The tools are in your team's hands every day. For most companies, the profit hasn't followed. You can see your team using AI. What you can't see yet is the payoff: more output, lower costs, or better margins from the money you've already spent. If that's where you are, you're not behind. Almost no one has cracked that part.
74%
of white-collar workers now use AI regularly, up 20+ points in two years.
Source: BCG, AI at Work, 2026
The real divide isn't who's using AI. It's who turns it into profit.
The rollout ends at the front of the room.
It's Tuesday. The rollout looks like a win: the deck, the demo, the vision of an AI future. Then the experts leave, and nothing changes for the person actually doing the work. The tools sit half-used and the spend keeps running.
The value was never really in the rollout. It's in the last stretch, from the tool to the individual who has to use it well. That's the stretch almost everyone skips, and it's where we do our work.
We spent decades leading people through marketing and tech change.
We've led people through technology upheavals before. We wrote a book about this one.
The profitability gap is a human problem, and the human side of change is our whole career.
Matt Perry
Co-founder & CEO
Matt has spent thirty years in marketing and creative, at M&C Saatchi, WPP, Omnicom, and Genero, where he launched and led the North American business. He has run this change with companies including Google, Meta, Hilton, and PG&E, and studied AI for business application at Kellogg. He co-authored The Elephant in the Algorithm and hosts the podcast.
Rob Cannon, PhD
Co-founder & Chief Product Officer
Rob is an organizational psychologist who studied at Cambridge and earned his PhD at Sydney, with eighteen years guiding people through change, including six years inside Sony Music and BMG as technology remade the music industry. He co-authored The Elephant in the Algorithm and hosts the podcast.
The playbook for putting AI to work in marketing and creative.
The Elephant in the Algorithm is our book for marketing, creative, and talent leaders. Sharper decisions, teams that are more engaged than afraid, and a clear path to closing the AI Profitability Gap™™.
By Matt Perry and Rob Cannon, PhD.
The people actually doing this, in their own words.
Every episode, Matt and Rob sit down with someone living the AI change for real. No predictions, no hype, just what is working and what is not.
The Elephant in the Algorithm · Ep 3
It's the People, Not the Platform
Jennifer Erfurth on AI transformation
The future belongs to the people who get the most from AI.
We do not believe in a world where all workers are replaced by robots. Instead, we see a world where people get more out of an average robot than they could do on their own. That is the idea behind our name, and it is where your AI finally starts to pay.
Your team stops working around AI and starts doing its best work with it. Faster, and with less fear.
The gains land in the everyday workflow, not a one-off pilot. Output climbs and quality grows.
The tools you've already paid for earn their keep. You only add more when they pay for themselves.