Independent agency alt/shift/ has appointed Tommy Hyde to implement AI solutions across operations, strategy and creative development.The announcement:Independent creative communications agency alt/shift/ is making a significant investment in AI, appointing specialist Tommy Hyde to work alongside the national leadership team implementing AI solutions across operations, strategy and creative development. The appointment represents how alt/shift/ approaches modern communications and how they’re finding AI solutions for client problems. Since starting with alt/shift in August, Hyde has been tasked with building proprietary AI tools and systems, whilst working alongside clients to identify opportunities within their teams and business. “We’re thrilled to have Tommy’s skills helping put alt/shift/ ahead of the curve,” said Sam Vassos, managing director, Melbourne. “At a time when a lot of people are talking about the impact or opportunities AI brings, we’re proudly investing and implementing smarter, more effective ways to deliver for our clients. Tommy’s expertise gives us the technical capability to genuinely capitalise on what AI can do, and we’re already seeing the impact of that across the agency.” The first proprietary tool The Culture Wire™, an AI-powered system that automates alt/shift/’s culture-jacking process to keep clients ahead of the cultural curve. The tool was conceived by Damian Davitt, alt/shift/’s head of social and content, who identified an opportunity to use AI to stay on top of the rapidly shifting cultural landscape. “In PR and social, timing isn’t just important—it’s everything. Cultural moments, news cycles, trending conversations move fast, and if you’re not structured to capitalise immediately, you’re perpetually reacting instead of leading. Our clients are loving the pace at which we’re able to bring them genuine opportunities, not missed moments. Our team is inherently online, Culture Wire™ simply allows us to identify more opportunities, quicker and earlier for our clients.” The Culture Wire™ identifies cultural momentum before it reaches the mainstream. It does this by analysing patterns across media, online conversation and behaviour, it uncovers emerging opportunities and enables our clients to move with speed, relevance and confidence. “Our approach to AI is about amplification, not replacement. We’ve built an AI framework that sits alongside our teams to accelerate speed to market, streamline workflows and unlock efficiencies across strategy, creative and delivery. Tools like Culture Wire™ are part of a broader system we’re developing to help our people move faster, think smarter and focus more time on the work that truly drives impact for our clients. Watch this space for more to come.” The Culture Wire™ is now operational across alt/shift/’s national offering.Source: Alt Shift SUBSCRIBE Sign up to our free daily update to get the latest in media and marketing. ADVERTISEMENT Topics Alt Shift Damian Davitt Sam Vasso Tommy Hyde Have your say Login with:Continue with LinkedIn Or comment anonymously Your comment will be marked as unverified Name Comment Δ Latest IAB issues best practice guide for MMM Google to compete with REA and Domain on real estate listings Seven West Media hits five-year price low as SCA merger looms 2025: The year reputational risk moved off the comms plan and onto the balance sheet  Hello appoints Thinkerbell's Josh Manning as head of strategy