In the Loop
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from the twisted loop team
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.
Human thinks, AI does: how businesses should build with intelligence
AI adoption is no longer a question of if - it’s about scaling what’s already in motion. Many organisations are using AI in scattered, team-led ways, risking fragmentation without a clear strategy. This article explores how to move from experiments to agentic architecture - embedding intelligence into systems, aligning people and technology, and building a business where humans think and AI does.
Leaders, you need to rethink your role
While companies experiment with AI and employees adapt, hesitation at the top remains one of the greatest barriers to progress. In this evolving landscape, leaders must rethink their role - not as holders of all the answers, but as architects of the systems that unlock them. Those willing to lead differently will be the ones who shape what comes next.
How to measure the impact of your AI initiatives
AI investment is booming - but proving its value remains a major hurdle for many businesses. In this guide, we share a practical, business-first approach to measuring AI’s real-world impact including setting clear objectives, tracking meaningful metrics, and avoiding the common pitfalls that can stall your AI ambitions.