Tangent launches dedicated AI unit with ex-WPP chief

Digital consultancy Tangent is aiming is turning AI hype into business reality by investing £5m in a specialist AI division to be headed up by former WPP technology chief Łukasz Mądrzak-Wecke.

This new proposition has been created in response to an overwhelming demand from both clients and prospects, to help them unleash, and capitalise on, the new opportunities made possible by AI, machine learning and automation.

Founded in 2001, Tangent has offices in Newcastle and London, Spain, South Africa, Pakistan and beyond, with clients including Sky, Guide Dogs, UK Power Networks, SAP and Reed.

Mądrzak-Wecke (pictured) spent nearly four years as chief technology officer at WPP-owned Wunderman Thompson Poland (now VML); prior to that he spent more than a decade at Cognifide, laterly as CTO, and five years as a software developer.

At Tangent, he will lead a team of in-house AI architects and engineers, alongside a specialist delivery team. Based in Poland, they will implement bespoke solutions based on a proposition that it is claimed will merge innovation with pragmatism to deliver real results in the field of AI, giving organisations access to a competitive edge.

Through strategic consultancy and practical support, Tangent maintains that organisations can tap into these AI services in ways that can foster an increase in revenue, drive down operational expenditure, and improve operational efficiencies.

This includes use case development to aid the identification of the areas where AI can help deliver better, more streamlined, or enhanced outcomes for businesses, alongside the design, build and delivery of tailor-made enterprise AI solutions that address specific and bespoke business challenges.

Tangent chief executive Leigh Gammons joined the consultancy in 2022 from his role as CEO of Wunderman Thompson Technology. He said: “Like many in our space, we have already been delivering AI projects at scale for a wide range of clients. This new division aims to facilitate the adoption of AI innovation to deliver digital transformation programmes that are effective and have an impact.

“We may be at the beginning of an AI super cycle, but are well positioned to ensure our clients and prospects can take full advantage of these exciting new technologies through a combination of consultancy and delivery.”

Mądrzak-Wecke added: “At Tangent, we are fuelled by a belief that AI can truly enhance operations, streamline processes, and unlock new growth opportunities for enterprises across all sectors.

“With a team of highly experienced AI professionals, we are well equipped to design and deliver AI at scale and with purpose; fulfilling specific business objectives, from strategic reviews through to the design and build of proprietary models.”

Madrzak-Wecke and his team will report to Tangent technical director Andy Eva-Dale and integrate with the wider Tangent team. The new AI services dovetail with Tangent’s existing proposition of helping enterprise clients build future-ready digital experiences, products, and capabilities.

Tangent’s AI division has been funded by Oli and Theo Green, the brothers behind AIM-listed digital media, marketing, and technology company Brave Bison, and social and influencer agency SocialChain.