The Shift

The Shift

By TPABusinessTechnologyMarketing
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The Shift episodes

  • Episode 4: No Accounting For Taste

    In this fourth episode of The Shift, Jesse and Ben get into taste, and whether AI can make aesthetic judgements. They dig into what taste actually is, how we form it, whether AI can develop it, and why, as speed and efficiency become table stakes for organisations, taste might be the point of difference organisations can't afford to ignore.


    Hosted on Acast. See acast.com/privacy for more information.

    Hosted on Acast. See acast.com/privacy for more information.

    25 min
  • Episode 3: The New Search Party

    In this third episode of The Shift, Jesse and Ben get into GEO and the fascinating shift happening underneath search right now. From the rise of AI as the new information gatekeeper, to why a Reddit thread might matter more than your homepage, to the changes Google and the big players are quietly rolling out, they unpack what it all means for brands and how to stay visible in a world where people ask rather than search.


    Hosted on Acast. See acast.com/privacy for more information.

    Hosted on Acast. See acast.com/privacy for more information.

    21 min
  • Episode 2: In Defence of Friction
    In this second episode of The Shift, Jesse and Ben explore a question that cuts right to the heart of creativity in the AI era: is friction actually good for us? As AI gets better at turning ideas into finished products almost instantly, they dig into why the struggle, the constraints, the messy middle bit, might hold some value. They also get into how consumer taste is shifting, why authenticity is becoming the new premium, and what brands need to do to stay relevant as the ability to create gets democratised.

    Hosted on Acast. See acast.com/privacy for more information.

    21 min
  • Episode 1: Outsourcing Thought

    In the debut episode of The Shift, Jesse and Ben dive into the concept of Cognitive Offloading - the growing tendency to hand over our memory, navigation, and decision-making to technology. While these tools are often viewed as simple assistants, this conversation explores the profound reality that they are fundamentally rewiring how we think, live, and buy.


    Key Discussion Points:
    • The Rewiring of Human Thought: How a reliance on GPS and digital memory is leading to the "atrophy" of spatial memory and the rise of digital amnesia.
    • The New Middleman: A look at the transition from a direct brand-to-consumer relationship to a new triad: Brand — AI Agent — Consumer.
    • Outsourcing Judgment: What happens when we stop using AI just for research and start allowing it to make the final choice on the products we buy?
    • The End of the Mediocre Middle: Why fine is no longer enough. In a world of hyper-personalised recommendations, brands that lack a specific identity risk becoming invisible to the AI gatekeepers.

    Hosted on Acast. See acast.com/privacy for more information.

    23 min

About The Shift

From the publisher's feed

The Shift explores the forces quietly reshaping life, culture, and choice. Hosted by Jesse and Ben, we navigate a world where consumer behaviour is being rewritten by technology and new…