In the Loop
What we’re thinking.
Read the latest insights
from the twisted loop team
The New Way of Work: Human + AI Collaboration in 2026
As organisations move beyond single AI tools toward coordinated networks of specialised agents, leadership is shifting from managing tasks to orchestrating judgement, intent, and accountability.
In this article, we explore how human decision-making shapes multi-agent systems, why leaders must define purpose and trade-offs, and what effective human + AI collaboration will look like in 2026.
twisted loop launches new benchmark revealing UK agencies are “all in” on AI – but only 2% feel prepared
twisted loop has launched a new industry benchmark revealing that while 9 in 10 UK marketing agency professionals now use AI, only 2% feel fully prepared for the pace of technological change.
Produced in partnership with Mustard and Prolific North, the research highlights a growing gap between widespread AI experimentation and the structures, skills and operating models needed to turn adoption into lasting competitive advantage.
What UK leaders are really seeing in the AI transition
Discover what UK leaders are really saying about the state of AI in their companies and industries, based on a flagship survey and thoughts from attendees over 4 events in 4 weeks.
Answering 2025’s Top Five AI Questions
See our responses to the top 5 most-asked questions of our team, in 2025.
Twisted Loop’s Predictions for 2026
2025 was the year businesses discovered what AI could do. 2026 will be the year they discover what it means. Our team shares the technologies, traps, and transformations that will define business growth in 2026 - from the rise of AI agents and recursion to the importance of process literacy, resilience, and data integrity.
Shifting sands: aligning AI and culture in unstable times
AI is transforming work at a pace few expected - but culture is what will determine how businesses move forward. In this piece, we explore how the quiet rise of employee-led AI adoption is reshaping the cultural fabric of organisations, and why leadership must now treat AI and culture as inseparable. For businesses navigating uncertainty, the true differentiator won’t be the tech itself, but how their people choose to use it.