AI Business
AI, business strategy, and human-centric marketing: In conversation with Richard Sapsed, CI Group’s new Head of sami
CI Group is thrilled to announce the appointment of Richard Sapsed as the Head of sami, our new AI-focused business unit, designed to help clients achieve impactful business results through AI-enhanced services. Below, we sit down with Richard and dive into his industry expertise, his passion for AI-powered business strategy, and his big visions for sami.
Hi, Richard! Can you give us some insight into who you are, your professional background, and what you’re passionate about?
I’ve spent more than 20 years in marketing agency operations, with a focus on helping agencies deliver what clients truly need. My decade as Chief Operating Officer at agency Twogether has been a defining part of my career – growing it from a startup, into a 200-person international agency with a consistent 20% annual growth. My philosophy is simple: great creative work depends on great operations. That’s what shapes how I lead and build businesses.
My passions lie in using AI to energise teams, and make work more human; balancing innovation with sustainable business growth; people-focused leadership, where teams learn and thrive together; and smart risk management, building frameworks that allow creative freedom while remaining safe and compliant.
What attracted you to the opportunity to lead sami at CI Group?
After many years of implementing AI and automation at Twogether, I kept asking myself: our systems have transformed how we work – why are we the only ones benefitting from it? When CI Group approached me about sami, I was initially sceptical – there’s a lot of hype in AI. But after meeting the team, everything changed. They aren’t chasing a trend – they’re passionate about authenticity, creativity, and using the tech to solve real problems, and create real impact. I immediately knew this was a team I wanted to build something valuable with.
What sets sami apart from other AI marketing solutions?
It’s all about our approach. Sami is shaped by people who deeply understand strategy, communications and data – and how to amplify their impact with intelligently applied AI, and human insight at the forefront. This is a key balance for driving results that are both impactful, but also feel human, and genuinely resonate.
As well as offering AI-enhanced marketing solutions, we also help clients to safely and strategically adopt AI within their business through our EASE framework. We don’t push a single platform, or a one-size-fits-all solution – every business is unique, requiring a unique approach, entirely tailored to its goals and challenges. We start by understanding what our clients really want to achieve, and position you for success by building our strategies around that.
What outcomes do you see sami achieving for clients over the next year?
Over the next year, I want our clients to see measurable, practical results from using sami – not just interesting experiments and pilots. I want every client to feel confident that their use of AI is responsible and secure, with clear governance and full control of their data. Ultimately, success for me is when clients stop thinking of AI as something separate or experimental, and start seeing it as a natural, trusted part of how they achieve better outcomes every day.
How important is blending human insight with AI, and how does sami do this?
It is absolutely central to how we work. AI is incredibly powerful, but it only delivers real value when guided by human understanding. At sami, we use technology to enhance expertise, not replace it. Our team uses AI to surface insights faster, generate ideas, and automate routine tasks, but the interpretation, decision making and storytelling always come from people who understand the brand and the audience. It is a partnership: AI provides speed and scale, while people add nuance and empathy. Together, that’s where the real magic happens.
What excites you most about the future of AI in marketing?
What excites me most is how AI is changing the way we think, not just the way we work. I often talk about the importance of sitting at your desk, staring out of the window and thinking about the next big idea – AI helps make that possible again. By freeing people from the repetitive and time consuming tasks, it gives them back the time and headspace to focus on what really matters – being creative, curious and bold. I’m inspired by how accessible AI is becoming, levelling the playing field so more brands can innovate and create impactful work – and while cutting through AI noise and hype poses a challenge, the potential opportunities are enormous. We’re only at the beginning of what AI can do, and its power to support new ways of thinking and working is genuinely exciting.
Contact marketing@cigroup.co.uk to speak to our team about how sami can help your organisation successfully and responsibly adopt AI, with solutions focused on your individual goals and challenges.