The Measure Pod #134 Building AI agents, from consciousness to collaboration (with Daniel Hulme at WPP)
Nov 28, 2025
Daniel Hulme, Chief AI Officer at WPP and founder of Satalia, dives into the world of AI with fascinating insights. He discusses building a culture of experimentation at Satalia and how liquid hierarchies can enhance collaboration among AI agents. Daniel explores consciousness in AI, questioning the alignment of ethical values and safety concerns. He shares practical advice for startups on integrating AI and warns against misplaced investments. Finally, he envisions a future shaped by 'protopia,' where automation may redefine human purpose.
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Automated Research Risks Feedback Loops
- Deep research agents that auto-collect sources risk pulling in AI-generated or low-quality content and creating feedback loops.
- Hulme warns that unchecked source automation can erode trust and amplify LLM-generated misinformation.
Portfolio Career Fuels AI Impact
- Daniel Hulme frames his career as a portfolio of AI roles that complement each other and avoid burnout.
- He uses academic, startup and enterprise positions to spin out and scale deep-tech innovation across WPP.
Satalia Built To Sprint, Not Conform
- Daniel describes designing Satalia as a venture builder that avoided traditional VC structures to prioritise credible innovation.
- He kept low bureaucracy to let diverse experts swarm around problems and speed productisation.
