PPL - Home of the M&A People Integration Playbook

PE investors and SME founders need sharp, senior expertise that delivers value fast.

That’s why PPL exists.

We’re built to ensure deals deliver real and lasting value:
✅ Precision in people integration
✅ Speed at deal pace
✅ Real-world outcomes, not theory

From diligence to post-deal integration, we lead the people side of M&A so investors protect value and founders scale with confidence. Through ppl.io, we share the playbooks, tools, and insights that turn people risk into people value.

The deal model justifies the investment.
The people deliver the returns.
And PPL is the smarter alternative.

Founder & Principal

CUBE

CUBE is a global AI RegTech business setting the gold standard for regulatory change in financial services.

I act as the primary advisor on people risk, integration strategy, and change leadership, and led all People Integration workstreams across 17 countries following CUBE’s acquisitions of Thomson Reuters (thomsonreuters.com), Reg-Room (reg-room.com), and Acin (acin.com).

Key Achievements:
- Delivered complex, concurrent people integration programmes across carve-out and acquisition environments.
- Scaled CUBE from 450 to 720 people, and from 11 to 22 countries.
- Designed and implemented a global benefits review, aligning packages across 5 regions to upper-quartile benchmarks.
- Led multiple TUPE consultations in the UK.
- Replaced incumbent Employer of Record (EOR) with GoGlobal across 12 countries.
- Established a new US PEO with ADP, significantly enhancing healthcare and benefits for existing and acquired employees.
- Partnered with executive leadership to define the post-merger operating model and org design, ensuring role clarity and alignment across 3 acquisitions.
- Set up a new employing entity in the Philippines, enabling CUBE to directly employ talent from recent acquisitions.

"Dylan played a key role in ensuring our integration with CUBE was a success. He built a strong and trusting partnership with our HR team, kept communication productive and timely, and made sure employee feedback was acted on. Thanks to Dylan’s approach, important commitments were honored, employees felt supported, and retention remained strong throughout the process."
👏 'Confidential', HR Director, Thomson Reuters

M&A People Integration Lead

Better Hiring Institute (BHI)

The Better Hiring Institute exists to transform the UK labour market by bringing in a revolution in the way the UK hires staff. Working with UK Government the Better Hiring Institute has developed Better Hiring Toolkits to cover 80% of the UK workforce, a Better Hiring Charter to transform fairness in UK Hiring and runs the Modernising Employment APPG in Parliament.

Expert Panel Member - Faster & Future

AxeTrading

AxeTrading is a global provider of Fixed Income trading solutions, which provides access to all major fixed income trading venues, and offers customisable pricing and quote management, and automated workflow tools.  Following its acquisition in 2023, AxeTrading is now part of Trading Technologies, provider of the world's leading professional futures trading platform.

"Dylan was instrumental in helping AxeTrading's Board to understand the legacy management issues, guided the Board with regards to leadership transition at the Company, and executed with integrity and action throughout the restructuring and acquisition programme."
👏 Farooq Jaffrey, Fintech Venture Capital Investments

"As COO, Dylan steered AxeTrading through a difficult time when there were changes at executive level.  Dylan worked closely with the CEO to implement a turnaround strategy and successfully positioned the company for its successful acquisition by Trading Technologies."
👏 Mark Rodrigues, Venture Partner, Illuminate Financial

My varied role included:
- Hired, mentored and embedded entire new C-suite
- Managed the successful acquisition of AxeTrading by Trading Technologies in March 2023
- Closed AxeTrading's German entity, successfully transitioning all development capability to new external partners in Brazil, Europe & Indonesia
- Worked closely with shareholders to raise new Convertible Loan Note funding & establish clear Board governance 
- Led AxeTrading's People, Talent, Operations, Strategic Partnerships, Legal & Compliance functions
- AxeTrading’s Company Secretary & Chief Information Security Officer

Chief People & Operations Officer

Board Member

HR Director (via PPL)

Barclays

Led an accelerated high-profile people change programme across the US, UK and India

Workforce Programme Manager

FNZ Group

FNZ Group is the fastest growing FinTech firm in the world and the market leader in the provision of technology and investment services to major financial institutions in the platform and wealth management sector. Responsible for over £1.5 trillion assets-under-administration, held by over 20 million customers of some of the world’s largest financial institutions. 

Reporting to the Group Chief Human Resource Officer (CHRO) my role partnered with FNZ’s leadership team to embed behaviours and HR processes to motivate and empower over 1,100 colleagues across the UK, Czech Republic, Finland, Ireland, Germany, Switzerland, Italy, South Africa, Hong Kong, US, and China. 

Historically a PE backed scaling FinTech Unicorn FNZ is a high-growth, regulated technology and services supplier to large, global, established Financial Services organisations which achieved a £1.7bn sale valuation in 2018.

• Re-established HR business partnering model with HR as trusted and credible advisors and implemented a single HR and Talent team model to embed the business partnering approach.
• Led significant large-scale organisational change and multiple TUPE programmes via mergers, acquisitions and services transfer.
• Introduced FNZ as a new employer to multiple countries across EMEA.
• Partnered with senior leaders to maintain the fun elements of start-up culture whilst also balancing that against the needs of delivering HR and Talent projects within a regulated FS environment.
• Introduced brand new global Employee Recognition scheme allowing colleagues and clients the opportunity to nominate employees for either cash awards, team experiences or new technology.
• Delivered the successful implementation of Workday as the new global HR and Talent system across 15 countries and consolidated payroll providers across EMEA.
• Oversaw all HR matters relating to employee relations and engagement, improving retention and increasing internal development and Talent opportunities for colleagues.

Human Resources Director

Reported to the Group Chief Human Resource Officer (CHRO).  This role combined responsibility for all Talent, Resourcing, Learning and Development cycles across the Group ensuring that people at all levels developed the skills, knowledge and experiences to fulfil the Group’s short and long term Talent agenda.

Historically a PE backed scaling FinTech Unicorn FNZ is a high-growth, regulated technology and services supplier to large, global, established Financial Services organisations. 

• Partnered regional leaders to develop and embed a robust Talent Strategy.
• Conceived and implemented FNZ’s new group Talent, Performance Management and Succession Planning model – ‘GO FAR’ (Goals, Objectives, Feedback, Assessment and Recognition).
• Developed and implemented regulatory focused Talent, Learning and Development programmes.
• Implemented direct sourcing across the Group with direct hires improving from 10% to over 80% in 6 months.

Group Head of Talent

NatWest Group

Reported to Group TS Chief Operating Officer.  Set RBS Technology Services Resourcing policy including operational delivery of permanent, contract and temporary recruitment via direct channels, third party suppliers and managed service vendors.

•	Designed and implemented new HR operating model improving team capability and performance.
•	Contract manager for 600+ UK contractors.
•	Implemented new vendor model reducing contractor margin costs by over £1m/annum.

Global Head of Resourcing, Technology Services

Reported to HR Chief Operating Officer (HR COO).  Initially a contract role, working closely with HR experts across dedicated teams to improve business engagement and HR effectiveness

Group HR Operations

The HEINEKEN Company

Head of Resourcing, Europe

Resourcing Manager - Integrated Supply & Trading

People & HR Director || Technology Start-Ups & Scale-Ups

Stop overpaying big consultancies for average integration results.

M&A isn’t just a financial deal. It’s a human one, and when the people side gets overlooked, even the best strategy can unravel. Yet time and again, I see PE investors and founders leaving the most critical part of integration to chance (or to the wrong advisors).

Big consultancies will sell you armies of juniors and endless slide decks. Specialists often lack the depth to deliver globally, at deal pace. Both can be costly mistakes.

That’s why I built PPL, the home of the M&A People Integration Playbook.

PPL exists to replace the old model with something sharper:

✅ HR Due Diligence → Spotting risks, talent gaps & liabilities early
✅ Leadership & Culture Integration → Aligning the people behind the business
✅ Retention & Change → Keeping your best people engaged and moving forward

I’ve led people strategies across high-growth scale-ups, international acquisitions, and PE/VC-backed businesses. The pattern is clear: when people integration works, deals deliver. When it doesn’t, value leaks.

👉 At PPL, we make M&A human, scalable, and successful, so founders and investors can unlock the returns their deal models promised.

If you’re about to invest, acquire, or integrate, then let’s talk. There’s a smarter way to do this.

===========================================

"In an extremely fast moving and challenging environment, Dylan joined the Integration Team leading the People, Culture and Comms workstream of 200 people from Reg-Room and Thompson Reuters Regulatory Intelligence into CUBE. He hit the ground running, prioritising and delivering urgent and strategic requirements from his first morning."
- Andrew Scola, M&A Integration and Carve-out Expert -- ex Deloitte, PwC

"What Dylan doesn't know about M&A you could write on your toe nail!  He is super knowledgeable, knows his way around M&A like the back of his hand and is SUPER patient. He is objective, thoughtful and puts the employees first - always."
- Elinor Brett, FCIPD, Interim CPO/HR Director

"Dylan guided the Board with regards to leadership transition at the Company, and executed with integrity and action throughout the restructuring and acquisition programme."
- Farooq Jaffrey, Fintech Venture Capital Investments

"As COO, Dylan worked closely with the CEO to implement a turnaround strategy and successfully positioned the company for its successful acquisition by Trading Technologies."
- Mark Rodrigues, Venture Partner, Illuminate Financial

===========================================

Dylan Roberts

Didn’t expect this… but I’ve been named one of the 30 men to follow in M&A this International Men’s Day.

What didn’t surprise me?
🌟 That the industry is finally waking up to one simple truth:

>>>> Deals don’t fail because of spreadsheets.
>>>> They fail because of people.

That’s why I show up here.

Not for recognition, but because founders and investors keep getting sold “integration” that ignores the humans who actually make the deal work.

If my posts help even a few teams navigate M&A without losing their culture, their leaders, or their sanity… then it’s worth it.

Appreciate the shoutout Thomas, now back to championing the people side of M&A.

#MergersAndAcquisitions #PeopleIntegration #PrivateEquity #InternationalMensDay

https://lnkd.in/e3c2xrEW

Available for New Contracts Jan 2026 | M&A People Integration Expert | HRi Innovation Award Winner 2025 | Founder @ ppl.io | Turning People Risk into Deal Value

Helping B2B Leaders Make Smarter Market Decisions with Consulting-Driven Analyses. Research That Prepares You for Tomorrow’s Market.

Happy International Men’s Day! 
Best of Male LinkedIn: Strategy, M&A & Investments 
 
Let’s be honest for a second:
We talk a lot about equality (as we should).

We celebrate Women’s Day (as we must).
But today?
Today the spotlight shifts.
 
Back in March, we created a special edition for International Women’s Day.
Now it’s time to give the men their moment - 
not with ego, not with noise…
…but with impact.
 
Because International Men’s Day isn’t just “another day.”

It’s about role models who show up,

health that often gets ignored,

and the ongoing hustle for real equality - 
for everyone.
 
So here’s something I’m really excited about:
 
The “Best of LinkedIn: Men’s Day Edition"
We curated 30 men to follow in each category - in:
- Private Equity
- M&A
- Strategy & Consulting, and 
- Venture Capital
 
Not because of titles.

Not because of hype.
But because they consistently show up on LinkedIn with
real insights, real expertise, real value.
You know… the stuff that actually makes LinkedIn worth opening : )
 
Enjoy the read - and take good care of yourself!
And to everyone who shares thoughtful, honest content in these fields: Thanks for bringing real insight to a platform that often rewards everything but.

View newsletter: Strategy, M&A & Investments

Hello Everyone, Happy International Men's Day! Equality is crucial to us! Back in March, we created a special edition for International Women’s Day. N

Open article: Best of Linkedin: Strategy, M&A & Investments - 30 Men to Follow by Thomas Allgeyer • 13 min read

Best of Linkedin: Strategy, M&A & Investments - 30 Men to Follow

⏰ A date for your diary!

I'm excited to be a part of this panel on 3 December, talking about how to manage HR complexity in cross-border M&A including entity timing, employment models, compliance pitfalls and talent retention during transition. 

#hr #mergers #acquisitions #people

https://lnkd.in/ejZs-VRS

On December 3, we're hosting a webinar on how to manage HR complexity in cross-border M&A including entity timing, employment models, compliance pitfalls and talent retention during transition.

You’ll hear firsthand from experts who have guided carve-outs globally:
🌍 Andrew Lindquist, GoGlobal
🌍 Sariah Lutkin, GoGlobal
🌍 Chuck Moritt, Mercer
🌍 Dylan Roberts, PPL - Home of the M&A People Integration Playbook

If you’re involved in deal execution, integration, HR or transformation, this session will give you clarity — and a roadmap 🗺️

https://lnkd.in/g5_G--NF

#GoGlobal #Mercer #PPL #HR #MergersAndAcquisitions

🌟 Reminder that I will be joining this brilliant group of people for a fireside chat on all things People in M&A next Wednesday!

https://lnkd.in/e5nXsyy4

🚨 ⏰  4PM TODAY (UK)

I'm excited to be a part of this panel this afternoon, talking about how to manage HR complexity in cross-border M&A including entity timing, employment models, compliance pitfalls and talent retention during transition. 

#hr #mergers #acquisitions #people

Register here --- https://lnkd.in/ejZs-VRS

axetrading

pplio

pricewood

myhr-club

qrota

li_at

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LinkedIn Login, Sign in | LinkedIn

(7) Feed | LinkedIn

Talks about #culture, #startups, #investors, #leadership, and #humanresources

🚨 🚨 🚨 Breaking News: Labour backs down on ‘Day One Unfair Dismissal’ in the Employment Rights Bill

The government has stepped back from its plan to give workers the right to claim unfair dismissal from day one.

Instead, protection will now apply after 6 months, following pressure from business groups and resistance in the House of Lords.

What’s still due from April 2026
✔️ Day-one sick pay
✔️ Day-one paternity leave

What’s changed from the manifesto commitment?
❌ Immediate unfair dismissal protection
✅ Replaced with a 6-month qualifying period

A clear shift in one of Labour’s headline employment reforms, and another reminder that bold policy rarely survives contact with political reality.

Polly Barnfield, OBE

Maybe* Tech CEO | Creator of Social Media Management Platform I High Street Task Force Partner I Senior Fellow IPM I Social Entrepreneur | 3x Founder | Mum

I am building AI that gets work done. It is invisible, trusted, and already part of how your team works.

After training 25,000 businesses and interviewing more than 1,000 professionals for *The Big AI Secret* research, we uncovered a major problem. 92% of businesses use AI, but only 8% trust it. Most teams are unknowingly wasting between £20,000 and £400,000 a year on disconnected AI, paying for scattered subscriptions that do not talk to each other, while team members lose 5 to 10 hours a week copying data between tools.

The Problem with AI Adoption Today:
Businesses are drowning in new tools and disconnected education. They do not need to become AI experts. They need AI that blends into their existing workflows and delivers measurable results in days, not months.

What We Built:
Maybe* is a secure, patent-pending AI Agent platform that closes the confidence gap between AI adoption and AI trust. AI Agents work where your team already does, inside Slack and Teams. They respond in threads, generate reports, create on-brand content, and connect with over 2,000 tools, saving 8 to 12 hours per week, per AI Agent.

Your team can launch and manage AI Agents independently or work with a trusted partner to build a bespoke system or product, no coding required. We have already saved over 100,000 hours for agencies working for Fortune 500 companies, UK Government departments, and thousands of growing businesses that need AI to work as part of their team, not as another system to manage.

Why I Believe Technology Should Be Invisible:
Before Maybe*, I spent a decade building technology that raised £40 million for charities by turning everyday online transactions into donations. That work earned me an OBE and taught me one simple truth: powerful technology should be invisible to the people it serves. That philosophy drives Maybe*. AI should amplify people, not overwhelm them.

Where We Are Going:
Every team should be able to enhance performance with AI colleagues that deliver results without technical complexity or delay. That is the future we are building.

A Bit About Me:
I think best when walking my greyhound. Before building technology companies, I won a gold medal riding horses, and learned that the discipline of training applies to more than just animals. I am also a mother, grandmother, and fanatical jam maker. Whether it is training a horse, building a business, or getting jam to set, I believe you do it properly or not at all.

👉 Start free: https://maybetech.com
📊 Read The Big AI Secret research: https://maybetech.com/ai-research

Founder and CEO

Maybe* is an AI-powered that helps ambitious businesses transform their digital communications

In one easy-to-use platform, we deliver:

1. Personalisation at speed: Harness AI to elevate your work efficiency.
2. All-in-one digital suite: From social media to CRM, access a comprehensive range of digital communication tools in one seamless platform.
3. Smart automation: Ensure your message resonates at the perfect moment and follow up flawlessly.
4. Targeted AI-Driven Ads: Position your message directly in front of your desired audience.
5. Unparalleled Support: Benefit from our 24/7 expert assistance.

> Explore Maybe* with a free trial at www.maybetech.com
> Do your best work faster: Join our Masterclass  www.maybetech.com/masterclass.


Maybe* is a proud collaborator in the UK Government's High Street Task Force, a five-year initiative fostering High Street rejuvenation. We're committed to helping local UK businesses amplify their digital presence, connecting them more effectively with their customers.

I pitched at NOTWICS 46 this week. The room was full of investors and founders. Thanks for the invite 🦖 Christopher Lowe

The panel said something that stuck with me:
"All the money in UK and EU VC is focused on AI". 

And yet. Our research shows that 92% of businesses are using AI. Only 8% trust it.

That is The Big AI Secret.

Money is flooding into AI. Trust is not following. Yet.

Here is what I shared with the room:
The AI market does not have a technology problem. It has a confidence problem.
And closing that gap is the biggest opportunity in the space right now.

61% of businesses say AI has increased their workload.
Only 12% see consistent commercial outcomes.
Only 7% have truly embedded AI with results.
That is not adoption. 
That is experimentation without trust.

At Maybe*, we are building something different. AI Agents that act like colleagues, not chatbots. They work where your team already works. Slack. Teams. The tools you trust.
They deliver measurable results. Not hype. Not dashboards. Outcomes.

The panel was right. AI is where the money is going. But the winners will not be the companies building more AI tools. The winners will be the ones who close the confidence gap. That is our focus Maybe*.

Thank you to NOTWICS for having me on stage alongside brilliant founders from InicioAI, EverybodyCounts Ltd, BlueSkiesSpace, VortexAI, HeySavi, Mycena, and Blue John.

Thank you to BKL for hosting, to the panel for the honest conversation about where the market is heading, and to the investors and founders in the room who stayed to talk about what trust in AI actually looks like. Even if my voice failed me 🤒, I enjoyed the insights  from the panel of  Eyal Malinger, Pierce Polak, Piotr Bukanski, Stephen Lemon

Our research reveals 92% use AI. Only 8% trust it. That gap is closable.
That is the opportunity. That is the mission. AI Agents that get work done.

If you were in the room, I would love to hear what resonated. And if you were not, what do you see as the biggest barrier to AI trust?

#AI #NOTWICS #Startups #TheBigAISecret #AIAgents #Founders #Leadership
Thank you Barbara Spurrier, Lucy Tarleton, Nikita Francis, Daniel Shear for hosting us.

CEO, Maybe | Teams waste £20K–£400K/year on disconnected AI | We fix it with AI Agents That Get Work Done inside Slack & Teams

Founder & CEO of NOTWICS - a London based event & IR consultancy helping scale Early Stage Technology companies through Sales, Strategy, IR, Events and our network, enabling many to achieve successful outcomes

NOTWICS enjoyed hosting the 46th edition of Notwics, with the wonderful partners BKL, in Blackfriars last night. We saw 8 great founders pitch and heard insights from some of the leading VCs in the UK and EU. 

Quotes of the night from the panel: 

“All the money in UK and EU VC is focused on Ai/Deep Tech/LLM/Lovables and cool Defence Tech. If you are building anywhere else forget getting funding”

“If you are a sharp, young AI founder - just move to San Fran. It’s the only place to get a good seed round in the £ms”

“I do not discuss IPOs as an option with any of the portfolio”

“The new normal for a VC is to invest at Seed when a founder has £1m ARR. Series A you need £5m ARR. Bar is higher now and in 2026 as VCs chase more lovables and less risk”

All in all a great night which wouldn't have happened without these wonderful people:

BKL 
Barbara Spurrier, Lucy Tarleton, Nikita Francis, Daniel Shear

Founders of ..
Inicio AI, EverybodyCounts Ltd, Blue Skies Space, Maybe*, Vortex AI, Hey Savi, mycena, Blue John

Panel & CQA wisdom from
Eyal Malinger, Pierce Polak, Piotr Bukanski and Stephen Lemon from Resurge Growth Partners, Fuel Ventures 🚀, Acurio Ventures and Volution

Thanks to the audience too:
Edward Keelan, Robin Maxwell, Alex Tosetti, Mihail Turlakov, Paul Naha-Biswas, James Klein, Michael Von der Geest, Ayse Suevari, Barnaby hall, Stephen Bloch, Stephen Mitchell, Cain Ullah, Elena Pérez Celis, Sina Ataherian, Stephen O'Brien, FCIM, Paul Excell, Terry Irwin, David Stroud and many more investors and supporters - but we've run out of space to mention !

🚀 Breaking the AI Illusion: Why Marketers Are Overwhelmed

Something that's been bugging me: AI was supposed to simplify our lives. 

Yet, 61% of marketers feel their workloads have ballooned since adopting AI. 

Surprised? You're not alone. 

Thank you, FutureWeek, for sharing their thoughts on The Big AI Secret from Maybe*.

Research based on 1,000 interviews reveals the truth behind AI's impact on business and marketing. Despite widespread adoption, teams still face hurdles such as data quality issues, fragmented tools, and a lack of AI literacy. 

The promise of AI efficiency seems like a distant dream for many. This research informs our product development roadmap.

Here's the kicker: we need AI that integrates seamlessly into our workflows and delivers real outcomes, not just more work. 

At Maybe*, we're committed to making AI invisible and effective. 

Our platform works where you do, saving time and boosting productivity without the complexity. That's why we've integrated AI Agents into Slack, and we are doing the same with Microsoft Teams and WhatsApp.

Let's embrace AI that truly supports us, not overwhelms us. 

Are you ready to transform your AI experience? Dive into the report.

Love to hear your thoughts and AI experiences >> over to you.

Emma Powell, Rory McCallum, Chris Seymour, Digs Simons, Lee-Anne Scott, Andrew Busby, David VL Smith

#AI #Marketing #Innovation #MaybeTech #AIIntegration

AI has hit the private equity boardroom.

The real question now isn’t whether to deploy it; it’s how to do it without adding cost, complexity, or chaos.

Next week in London, I’ll be joining Daniel Hulme (WPP, Satalia) and Marco I. (Virgin Active) to talk about what actually works when you try to make AI deliver commercial results inside portfolio companies. Thank you, Renovata, for inviting me.

My answers will be shaped by 'The Big AI Secret,' our new Maybe* research with over 1,000 business leaders on where AI is creating value and where it’s quietly falling short.

If you’re not in the room (link to book below), I’d still love to hear from you.

 Where do you see the most significant friction between AI ambition and execution?

The AI question in private equity isn't whether to deploy. It's how to deploy without adding cost, complexity, or distraction.

Portfolio companies are experimenting. Some are seeing results. Others are burning budget on pilots that won't scale. 

The difference comes down to execution: which use cases deliver commercial outcomes, how to build teams that drive value without organisational drag, and when in the hold period AI actually makes sense.

On November 18th in Central London, we're bringing together three executives who've operationalised AI at scale, under commercial pressure, with accountability to results.

Daniel Hulme, Chief AI Officer, WPP, CEO, Satalia
25 years of academic and commercial insight into how firms can adopt AI without sleepwalking into complexity. Daniel brings the strategic lens needed to architect AI that drives value, not overhead.

Marco I., Chief AI Officer, Virgin Active
A decade of real-world implementation experience across mid-market and enterprise businesses. Marco has embedded AI where execution and commercial outcomes matter more than potential.

Polly Barnfield, OBE, Founder and CEO, Maybe*
First-hand expertise in AI-driven value creation, shaped by transformation delivered for 25,000+ organisations including FTSE companies and UK Government agencies. Polly knows what works when scale and impact are non-negotiable.

What we'll cover:

• Which AI use cases are already delivering commercial results across GTM, pricing, and operational efficiency
• How to build lean, focused AI teams that drive results without adding organisational drag
• What PE firms get wrong about timing, and how to place AI in the value creation lifecycle for real impact
• When to build, buy, or partner, and how to avoid the false economies of internal AI overreach

This is a working discussion for investors and operators who need practical answers on where AI creates value in the portfolio, and where it doesn't.

This event is invite-only, however a limited number of spaces are available for PE investors, operating partners, and senior executives of PE-backed businesses. 
Please contact Julia Barber for more information or register your interest: https://luma.com/4haol5u9

#PE #AI #valuecreation #networking

The AI confidence crisis is real – and it's costing businesses dearly 

Last week, we released "The Big AI Secret" – our landmark research into what's really happening when over 1,000 senior business leaders explain how they are getting on with trying to make AI work across their teams. 

The findings? Honestly, they shocked me.

Here's the uncomfortable truth:
While 92% of businesses have jumped on the AI bandwagon in the past year, only 8% feel truly confident using it. That's not just a skills gap – that's a crisis of trust that's paralysing entire teams.

But here's what really got my attention: 61% say AI has actually increased their workload.

Think about that. The technology promised to free us up is drowning us instead. Teams are juggling multiple AI tools, struggling with inconsistent outputs, and spending more time managing AI than benefiting from it.

The measurement problem is even worse. Nearly half of businesses admit they're not measuring the right things. How can you prove ROI when you don't know what success looks like? How can you secure a budget when your metrics tell no clear story?

But here's the thing – some businesses are quietly winning. In our research, we found a small but growing group who've cracked the code. They're seeing real efficiency gains, genuine ROI, and – crucially – their teams actually trust the AI they're using.

What are they doing differently?
They're focusing on outcomes, not features.
They're choosing AI that integrates seamlessly into existing workflows.
They're measuring what matters: time saved, quality improved, revenue impacted.

Most importantly, they're using AI that feels like a natural extension of their team, not a foreign entity they can't control.

The wake-up call for leaders
We've been so busy chasing the latest AI trend that we've forgotten the fundamentals. Technology should serve people, not the other way around. When AI works properly, it should feel invisible – doing the heavy lifting while keeping you firmly in control.

I can focus that is 100% our focus Maybe*

My prediction?
The companies that bridge this confidence gap first will dominate 2026. While competitors struggle with AI overwhelm, the winners will be those who've found AI they can actually trust and use effectively.

The full research dives deep into both the challenges and the solutions. If you're tired of AI hype and want practical insights from 1,000 business leaders who've been in the trenches, it's worth a read.

What's your experience been? Are you part of the confident 8%, or still finding your way? 

The comments might be more revealing than the research itself...

Download "The Big AI Secret" from my profile or in the first comment below. No tricks to get you to comment, but I would love to see your feedback...

The early adopters who get the fundamentals right always come out ahead. The question is: will that be you?

#MarketingAI #DigitalTransformation #MarketingStrategy #AIConfidence #Leadership

🌟 Excited to address the real skills gap in AI

The real value of AI lies not in chasing every new model, but in combining the right partners with a business's existing IP, knowledge, and talent. The speed of change makes it unrealistic for most organisations to build everything internally.

Looking forward to this panel discussion with Marco Iannone of Virgin Active and Daniel Hulme of WPP at the event, “From Hype to EBITDA: Operationalising AI for Value Creation.” 

This exclusive event is invite-only, with limited spaces available for PE investors and senior executives of PE-backed businesses. Please feel free to reach out to Julia Barber or register your interest all details below.

Please share the questions you would love to have answered in the comments below.

Polly Barnfield, OBE, Founder and CEO of Maybe*, speaks candidly about the real skills gap in AI and why the speed of change makes it unrealistic for most organisations to build everything internally.
 
Her point is clear: value doesn’t come from chasing every new model. It comes from combining the right partners with the IP, knowledge, and deep talent already inside the business - and scaling that through AI.
 
Polly will join Marco I., Chief AI Officer of Virgin Active, and Daniel Hulme, CEO and Chief AI Officer of WPP, on November 18 in Central London for our panel and networking breakfast, “From Hype to EBITDA: Operationalising AI for Value Creation.”
 
This is an invite-only event, though a limited number of spaces remain for PE investors, operating partners, and senior executives of PE-backed businesses. For more information, contact Julia Barber or register your interest directly here: https://luma.com/4haol5u9

My Big AI Secret... #AIPolly 👋

Confidence is the real AI KPI.

After training 25,000 businesses and interviewing over 1,000 professionals for The Big AI Secret, one thing became clear: the top-performing organisations do AI differently.

We call them Transformers.

With Maybe*, we work with many of them, and we’ll be introducing their stories over the coming months.

But first, a little test of confidence...

I never seem to have enough time to create video content, so please meet hashtag
#AIPolly, one of the AI experiments we’re currently running.

She’s learning to tell our story when I’m not in front of the camera.

So, eating our own doc food of Outcome Before Adoption...

Transformers start with one question:
 “What result will this deliver in 90 days?”

If it can’t be measured in time saved, revenue gained, or cost reduced, it doesn’t happen.

👉 Our answer: get more engagement with less time in front of the camera.

Curious what you think real Polly or AI Polly?
Would you trust an AI version of yourself on camera?

⚙️ The AI Confidence Gap Part 2 - The Shift Happening in the Top 9%

The top-performing organisations, those achieving measurable returns on investment, are approaching AI differently. We refer to them as Transformers.

Here's their mindset:

Outcome Definition Before Adoption
Each AI initiative begins with a critical question: “What result will this deliver in 90 days?” If it cannot be measured in terms of time saved, revenue gained, or cost reduced, it does not proceed.

Integration Over Stacking
AI is embedded within existing workflows, whether it's Slack, Teams, Notion, or the CRM. There are no additional dashboards or cumbersome logins required.

Cultivating Proof Cultures
Confidence is built through meticulous documentation. Every success is recorded, shared, and scaled. Confidence grows because proof accumulates.

These teams report remarkable outcomes:

📈 45% higher ROI within six months
💡 60% higher employee confidence
⚙️ 3.2× less operational friction


Why Confidence Is the New KPI:
Marketers require more trust in data, processes, and outcomes rather than more tools. The new competitive advantage is confidence. Confidence transforms experiments into systems, and systems into results. Without trust in AI, it won’t be fully utilised, and without full utilisation, ROI will not be realised. This is the cycle we aim to break.

Maybe* is dedicated to helping businesses build confidence-first AI systems. When AI functions as a teammate rather than just a task, everything changes.


Engage with Us:
With 92% of marketers using AI but only 8% confident in it, closing this gap could significantly impact your bottom line. Has AI made your team more efficient, or simply busier? What is the biggest friction between AI hype and its real impact in your organisation?

🔗 Talk to the research here: https://lnkd.in/eDJzDvFM  


Thanks again for being part of this research Zoe Arch Sophie Everett Chart.PR MCIPR Carlos J. Miskinis Amir Zarandouz Will Fleming Sam Channa - wonderful to have worked with you on this.

#AIConfidenceGap #MarketingLeadership #AIAdoption #Productivity #DigitalTransformation #MaybeTech #FutureOfWork #AIPolly

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