Our journey to becoming pioneers in AI-driven strategy


In our new three-part blog series, Paul Jackson, Managing Director of Bonamy Finch, discusses how STRAT7 has leveraged its data science expertise and embraced generative AI to create game changing client solutions.

Paul kicks off the series by outlining STRAT7’s AI journey and ethical approach to generative AI.

Q: Can you tell us about the genesis of STRAT7’s AI journey? 

A: STRAT7’s adventure with AI began in 2005 when we started building machine learning predictive algorithms and developing our own cluster analysis toolkits. Well before generative AI exploded last year, we were building language models, and using AI to answer business questions from unstructured data.

Q: Fast forward to 2021 – what drove the formation of strat7.ai, and what has been its impact? 

A: Recognising the untapped value in unstructured data – such as images, videos, audio and text – we established strat7.ai in 2021. We brought together a diverse team of consultants, strategists, data scientists, engineers, infrastructure, and information security specialists from across the group to build bespoke solutions that clearly resonated with our clients’ needs – particularly the ability to adapt to and capitalise on ever-changing consumer behaviours at an unparalleled scale and pace.


Q: How is STRAT7 preparing for the future of generative AI? 

A: The future of AI is incredibly dynamic, filled with both promise and challenges. We’re equipping our team with the latest skills, engaging in exhaustive experimentation, and fostering collaborations with academics and industry leaders to enhance and ‘stress-test’ our capabilities. Our focus is on ethical innovation, ensuring we deliver secure and effective solutions.

Q: Can you elaborate on STRAT7’s approach to ensuring ethical and secure AI use? 

A: Data privacy and ethical use are paramount at STRAT7. We’ve developed our own secure platforms, like strat7GPT, which houses all our solutions internally using our own cloud infrastructure, to safeguard client confidentiality. 

Additionally, we employ a wisdom of crowds method for solution development, ensuring diverse inputs and rigorous quality assurance for trustworthy AI applications. This includes assigning clear roles and responsibilities for each stage of the process, such as data collection, model training, content generation, and quality assurance. We have been fine-tuning our models and algorithms to avoid generating inappropriate or irrelevant content.

Finally, whilst generative AI can be a black box without context of where the answer has come from, we instead focus on controlling the sources our AI toolkits use. This provides our analysts and consultants with the context and framing for appropriate delivery of recommendations – using 500,000 validated reviews on smart TVs, rather than the first 5 reviews a generic chatbot finds to base its answer from.

Q: What’s next for STRAT7’s AI journey? 

A: Our vision is clear  to be the vanguard of AI-powered strategy and transformation for the world’s leading brands. We’re not just following trends, we’re setting them, ensuring our clients can leverage AI to stay ahead of consumer shifts efficiently and effectively.

Stay tuned for more insights as we continue to explore how STRAT7 leverages AI to redefine strategic innovation.

To find out more about STRAT7 and how we can help your business, please get in touch.


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.