Choosing the right AI model
Our AI Director, Luke Budka, breaks down how useful the latest AI models are for different tasks.
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The panel
Nick Padmore, Head of Language
Padders heads up the plucky band of writer-consultants we call our Language team. He’s been writing for businesses for nearly 20 years, working with the likes of Monzo, Specsavers and Disney+. Along with his team, he leads Definition’s projects on tone of voice, naming, brand storytelling and, unsurprisingly, writing – as well as working with our AI team to craft prompts that actually work. He studied English Language at university, and is a co-founder of greeting card company Deadpan cards, which you’ll probably find in a shop near you, and which still somehow manages to remain resolutely unprofitable.
Hannah Moffatt, Creative Director
Hannah Moffatt is one of our Creative Directors, a children’s author and a word nerd through and through. After studying French and Spanish at Cambridge University and Creative Advertising in Falmouth she’s spent the last 16 years helping global businesses find their brand voice and training them to use it. She’s written everything from charity appeals to whitepapers. And when Hannah’s not writing for clients, she’s writing for children too. Her debut, SMALL! was a Sunday Times Children’s Book of the Week and shortlisted for the 2023 Waterstones Children’s Book Prize.
Nick Banks, Senior Writer
Nick writes for our language and PR teams. From tone of voice and naming to thought leadership for niche industry publications and nationals, he’s done it all. He’s also a key part of our AI team, specialising in prompt engineering and AI training for big-name brands like PepsiCo. Nick studied English Literature and History at Goldsmiths College, University of London, before earning an NCT Seniority Certificate in Journalism.
Tom Pallot, Head of Marketing
Tom leads our marketing team. He’s spent the last decade building brand awareness and generating leads (with a focus on PR, SEO and content) for B2B brands. He’s certified in data journalism by Google, generative AI by Microsoft and prompt engineering by Vanderbilt University.
Louise Watson-Dowell, Head of Digital PR and Social Media
Lou’s been making digital PR and social media magic for ten years. She’s the boss of our digital PR and social team. Lou cut her teeth studying film and photography at the University of Leeds. That’s where she first learned to tell digital stories that grab people’s attention. Before she stepped into the comms world she spent a while writing scripts and assistant producing on shoots. Lou takes new and established brands to market with clever content and channel strategies and runs PR campaigns that make people sit up and take notice. And she’s done it for some massive names like GE, EY, KPMG and Mastercard.
Isabel Pitts, Social Media and Content Consultant
With 12 years under her belt in charity, sustainability, tech, and education, Izzy’s our go-to for all things social. She studied broadcast journalism at the University of Huddersfield, where she wrote a dissertation on the power of social media and user-generated content in journalism – clearly a sign of things to come.
Since then, she’s produced for major TV stations and led social campaigns that have generated millions in revenue. If it’s social, Izzy’s all over it: organic and paid strategies, advertising campaigns, crisis comms, community management, personal branding – you name it. She proves daily that emotion-driven content with a strong narrative is the best way to genuinely engage an audience.
Katie Chodosh, Head of Media Relations
Katie’s our Head of Media Relations. She’s worked in PR and communications for more than 10 years. After studying speech and language therapy, she started her career working exclusively with cyber security companies (at Eskenzi PR) and has since stayed in B2B.
Katie loves working on CEO and company profile pitching because it gives her the opportunity to interview really interesting people. Over the course of her career, her approach has landed interviews for clients with BBC, BBC Click, Wired, The Next Web, The Times, The FT, and more. She also spends a lot of time working on the exact wording of survey questions, article pitches and press releases, which have landed with nationals and a whole host of trade publications over the years.
The advisory board
The two members of our AI Leaderboard advisory board:
- Consult on the methodology, to ensure that the benchmark results are consistent, unbiased and useful.
- Ratify the results.
- Provide analysis and insight on the performance of the different models.
Neil Taylor, Chief of Brand
Neil looks after our team of clever researchers, strategists, writers, designers, film-makers, trainers, and CX and UX experts.
Since studying linguistics and French at the University of Cambridge he’s gone from coming up with names (his tombstone will say ‘He named Ocado’), to writing whole sentences, to defining tones of voice and whole brands. He wrote Brilliant Business Writing, and has helped everyone from Cabinet ministers to call-centre workers think about how they express their organisation’s brand. And, he co-founded Deadpan Cards with our Head of Language, Padders.
Luke Budka, AI Director
Luke builds, experiments with, and shapes our AI solutions (including our award-nominated private AI environment). His impactful work for us and our clients led to him being named one of the UK’s top AI Innovators in 2024. He brings 16 years of linguistic, content and tech agency experience to the table. He’s just as comfortable speaking at conferences as he is judging tech awards (which he’s done for over a decade) and he helps our clients use AI to get stuff done.
See the marketer's AI Leaderboard