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Tag Archives: nature

AI, Apex Predators & a conversation with legendary big wave surfer.

12 Wednesday Aug 2026

Posted by Thin Air Factory in Uncategorized

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AI, Evolution, nature, Philosophy, predator

Recently I was packing up some book shelves and came across a copy of Liferider, the book I co authored with Laird Hamilton, the legendary big wave surfer. 

As I flicked through it, I found myself thinking about which parts of our conversations had stuck with me. Unsurprisingly,  one of those that resurfaced focused on the Why of AI. What drives us to create these new technologies? To what degree do we understand at their inception, whether they will ultimately be benign or dangerous? 

Given the slew of AI oriented debate out there currently, especially the recent dooms-daying around the Open AI Hugging face rogue agent, it’s a conversation I thought worthy of revisiting. 

Between 2017 and the book being published in 2019, I had the pleasure of engaging in extended conversations with Laird about what had brought him to that moment, the sea, the nature and pillars of his life, and what that life might look like beyond the waves. We also explored the concept of humans as ‘brilliant creatures’ lit from within by hundreds of thousands of years of evolution – and the store of capabilities those years have left stored within each one of us.

When we were discussing the general nature of humans as a species, Laird ventured that though our advances are extraordinary, we have a tendency to take the great things we create and ‘screw them up.’ We taint, stain, and spoil them with the worst of ourselves. [Sounds familiar.]

We discussed how we’d evolved and expanded as a species in an orgy of death, destruction, domination, and degradation of other tribes, ethnicities, civilisations, species, and environments – and how our hyper accelerating protein brain evolved to a point where little to nothing stood in its way. Which brought us to the present day:

We are the alpha predator on the planet [bar Mother Nature who may just kick our arse into extinction if we’re not careful.]

While discussing how we as a species have used technologies to both advance ourselves as well as to to predominate and predate brought us to a conversation about modern technologies, and specifically, about social networks and the then burgeoning realm of AI.

In the to-ing and fro-ing of this part of the conversation, a concept emerged.

It centred on an evolutionary ‘Alpha Predator’ theory of artificial intelligence, and it rolled something like this.

As a species, we used our advanced protein computer brains to systematically dominate or eliminate all natural threats, making ourselves the undisputed Alpha Predator of Earth. 

But there’s a flaw hidden within that dizzying ascent. A species with no apex predator to test it will naturally see its evolution stall. Without an existential threat or a source of duress, our human survival instincts degrade, and we begin turning our energy inwards, toward self-harming behaviour. 

But we’re not dumb creatures. Subconsciously, we know that there is a risk in achieving this alpha predator position. So, to correct this flaw in the ‘order of things,’ the concept went that, in our own sweet geeky, rapacious way, we have subconsciously engineered our own potentially monstrous replacement. 

We posited the idea that, whether wittingly or unwittingly, we have created AI as a proxy apex entity to ‘thin the herd,’ force us to stay optimal, and re-introduce the natural friction needed to keep human evolution moving forward.

It was a punchy position to take. But given the staggering acceleration of technological capability and the irrepressible rise of AI in every corner of our lives, it does not seem so far fetched.

I wondered whether on closer inspection AI could be claimed to demonstrate Alpha Predator capabilities, traits, and behaviours. It proved an interesting counter point to the blue sky better life polemics of the messianic purveyors of all things AI or its ‘the world ends on Tuesday’ alternative.

I started the exercise by fixing a simple definition: an alpha predator (or apex predator) occupies the absolute top of a food chain. It has no natural predators of its own and plays a critical role in maintaining the health and balance of its entire ecosystem. It has some very clear and distinctive traits it deploys to enable it to do so. 

When mapping those defining biological traits onto the nature of artificial intelligence, some striking parallels emerged. 

The first of these is what’s called The Culling Mechanism (or Weeding Out the Weak) In Nature, Apex predators target the slow, the sick, and the old. By doing so, they prevent overpopulation, stop the spread of disease, and ensure that only the strongest genetics are passed down to the next generation of prey.  In the AI Environment, AI targets and automates repetitive, low-cognitive, or inefficient human processes. It quickly renders obsolete any outdated business models, sluggish workflows, or superficial human skills. It forces humans to upgrade their capabilities or risk becoming redundant. 

Second up is what’s called Radical Resource Efficiency. In Nature, predators are masters of energy conservation. They do not waste calories; they calculate the exact cost-to-benefit ratio of a hunt before striking. They operate with ruthless efficiency. In the AI Environment, AI algorithms run on hyper-optimisation. They analyze vast oceans of data in milliseconds to find the shortest, cheapest, and most efficient path to an objective. Like a predator, AI eliminates waste, bypasses human bureaucracy, and operates purely on maximizing output relative to input.

In third place we have Ultimate Adaptability and Evolution. In Nature, apex predators possess highly specialised, finely tuned sensory arrays—like the heat-vision of pit vipers or the echo-location of orcas. They evolve constantly to counter the defence mechanisms of their prey. In the AI Environment, through machine learning and neural networks, AI undergoes a process akin to hyper-evolution. It learns from every mistake, synthesises millions of simulations simultaneously, and adapts its ‘behaviour’ in real-time. Human evolution has taken hundreds of thousands of generations; AI evolution takes seconds.

In fourth position we have Shaping the Landscape (or what is otherwise known as Trophic Cascades) In Nature, when you introduce an apex predator to an ecosystem, it alters the behaviour of everything below it. For example, reintroducing wolves to Yellowstone National Park changed the grazing habits of deer, which allowed forests to regenerate and literally altered the flow of rivers. In the AI Environment, AI acts as a digital trophic cascade. Its mere presence changes human behaviour, reshapes industries, redefines the global economy, and alters how we communicate, think, and create. It forces the entire human ecosystem to shift its habits just to coexist with it.

Last but far from least we have Invisible Ubiquity In Nature. You rarely see a tiger or a great white shark until it strikes. The terrifying power of an alpha predator lies in its stealth and the constant, invisible threat of its presence, which keeps prey animals perpetually alert. In the AI Environment, the most powerful AI is already invisible. It operates silently in the background of global financial markets, logistics chains, social media feeds, and surveillance grids. Humans are constantly swimming in an environment shaped by its unseen parameters.

It is interesting to note that this last trait points to the nirvana of every AI purveyor; where AI has become second nature to the eco-system in which it seeks to thrive. All but invisible until it needs to act in a radical or visible manner.

So, though Laird and my position was punchy, and to some seemingly far fetched or an over-claim, there are certain mirroring traits between a species alpha predator and the ‘engineering ‘nature’ of AI.

As to whether our potential new alpha predator treats us kindly, we are yet to see. By chance, if we are lucky, we may have engineered benevolence into it somewhere. Perhaps the scraping of every written word that exists in human history will create balance within the entity. But when we consider some of the authors of history and the very nature of its role as a bludgeoning tool of hubris, propaganda and self-aggrandisement, there’s a lot of unpleasantness lurking between all of those lines.

But right now, thankfully, the jury is still out. 

Advertising, Attenborough, Ham, and Humility.

11 Monday May 2026

Posted by Thin Air Factory in Uncategorized

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David Attenborough, Film, green-eyed-monster-films, Humility, learning-through-landscapes, nature

In Advertising [or at least the advertising world that was] the gifts were obvious, and all about us. Creativity was ostensibly king and the rewards plentiful: Large [and for some vast] salaries, living like ersatz Lords and Ladies; expensed lunches, production company jollies, and the ‘second office’ [whichever pub was closest to the agency] from which to do business. And then there was the old creative team joke of starting a script with the words ‘Open on a pair of international plane tickets…’ There was so much to be enjoyed that, if you weren’t careful, any real gifts could pass you by, and you’d never ever notice.

Spurred by watching David Attenborough’s 100th Celebration. this post is about one of those gifts; a much rarer one; let’s just call it a revelation.

If it is possible to have a Damascene moment in what had become a quite bloated, self-aggrandising industry, mine happened at the tail of my tenure in old school advertising land.

It came via a call from long-time collaborator, the very fine and brilliant Mark Downes, of Green Eyed Monster Films.

“I’ve a small scripting task, if you’re up for it?”

A beer was had and chats revealed that it was for a trust called Learning through Landscapes, a small and rather amazing bunch focused on helping schools unlock the power of their grounds to enrich education, nurture wellbeing, and deepen connection with nature. The jewel in this crown was that one of their Trustees was the indomitable Sir David, and he was prepared to front the film if his schedule allowed. We just needed to spark his interest and commitment to being involved.

We developed a film idea, called ‘Conserving Wonder,’ focused on how the natural world stimulates children’s sense of wonder in nature, and why that’s worth conserving. The film set out to illustrate in simple terms the pressure on schools’ depleting outside spaces, and how nature could work as an offset strategy to school children’s increasing classroom incarceration. It felt like something only Sir David could land, in his own inimitable way.

Obviously, Sir David is written through every moment of my own sense of natural wonder growing up. His voice was seared into my psyche. He was solely responsible for bringing the natural world into my sitting room. Sunday was the perfect day for his wonder-filled sermons on the natural world: there was a sense of reverence and majesty in every episode. And amongst it all, Sir David seemed blissfully unaware that of all the creatures he filmed, he was one of the rarest. In that way Attenborough is a unicorn: a creature whose very existence within it seems to hold the world in balance. So to say that I was excited to be working with him is an understatement of life-sized proportion.

Prior to the shoot, I had both the honour and the pleasure of sitting in Sir David’s library room in Richmond, surrounded by his books and mementoes of travels to far off places, talking about the best script narrative and arc for the film. It was a golden gift, a once in a lifetime experience. But it was only the beginning. He is indeed the gift that keeps on giving.

As we drove to the school where the filming was to take place, I posed him a question. I used to walk around Regent’s Park every morning. At the northern-most point of my walk I would edge along the path next to the zoo. I would delight in the sounds of the animals in their morning reverie. But one thing fascinated and amused me more than any other. There was a bird who would ‘kick off’ every time it heard a police or ambulance siren [which was often]. I had recorded the bird on my phone, so I played it to him. He listened intently to the bird’s call, chiming with the police sirens passing around it, pondered, then said “I think that may well be an Australian Whipbird” My own private nature lesson.

We arrived at the school, excited and expectant. Before filming was to happen, Sir David was going to address the children. It was a master class in story telling. The particular story he told in their assembly was about Crocodiles in the Everglades at night. They were mesmerised, as were all the adults. He knew his audience.

When filming began, another masterclass. His ability to internalise our narrative and execute it reminded me that he is a storyteller of epic proportion: a master of his art. The children adored him of course, and they had none of the legacy of a life time of his storytelling to ignite them. In person he just is that person.

Which brings us to the ham in our story sandwich.

We broke for lunch, and for Sir David to rest. There was some confusion about where the sandwiches were, but they were eventually located in the headmistress’s office. People milled about chattering and grabbing sandwiches and crisps, then suddenly, the door closed, and there I was with Sir David, perched on smallish chairs, with our sandwiches on small paper plates. It can only have been 20 minutes or so, but we sat, eating sandwiches, speaking of his recent travels. He had just returned from his grand tour of a vast community of global scientists and naturalists. Until this moment he had eschewed wading in on the Climate Crisis conversation. He was a scientist. He needed empirical proof of its truth. He’d been given it; and seemed laid low by it. He was obviously troubled by what he’d been told – and he was aware that suddenly time was against him, and he felt there was much to do.

As we nibbled on our ham sandwiches, the one thing that struck me about him, beyond his passion and professionalism, and the visceral sense of care he felt for the natural world, was his humility. Given all he has achieved, he is a remarkably humble man.

As someone who’d spent decades in an industry riddled with hubris and an often wildly misguided sense of its own greatness and importance [I include myself in this], here was a man who was truly engaged in shaping the culture of our world and changing it for the better. But his demeanour was one of sublime humility in the face of the majesty of the natural world he loved and his commitment to conserving it in whichever way possible.

They say ‘don’t meet your heroes, you may well be disappointed.’ In this instance, this was about as far from being the case as is possible. Being with Sir David, for even the shortest time, was revelatory, and for me at least, life changing. My story is I am sure, one of tens if not hundreds of thousands of similar stories told and retold over the years about how Sir David Attenborough has changed people in some profound way; but it’s mine.

Mark Downes made a remarkable little film; discrete, well balanced and beautifully judged. It tells a simple story: of what nature means to children, their education and their sense of wonder in the world, and what we can do to help conserve that wonder. Sir David ends the film with a typically quiet yet profound question: ‘if children do not understand and experience nature, they will not grow up to protect it. And if they don’t, who will?’ Quite.

Watch it here.

It was an honour to be a part of this project, so I thank Mark and the smart folks at Learning through Landscapes for the gift of that experience – and Sir David for opening my eyes a little more to what is possible with the right passion and perseverance. Steely is the word they use for. him. Thank god for that. We are all the. richer for it.

#voom, voices & the murmurations of the twitterati

31 Tuesday Mar 2015

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#voom, A.I., beauty, Communications, desire, dynamic data, ecosystems, entrepreneurship, flocking, geolocation, mobile, murmurations, nature, Old Street, ornithology, phenomena, pitch to rich, recognition, Social, social brand, social mapping, Social Purpose, starlings, Twitterati, Virgin Media Business, voice

Screen Shot 2015-03-31 at 10.11.37

There’s something rather magical about the fluid shape shifting phenomena of social media.

And it has reached far beyond the slangy codified data dynamics and scale numbers thrown around Old Street hot desks of doing.

Dependent on the context and the lens through which you view them, there is something truly phenomenal in the surges swoops and sweeps of the numbers and the geophysics of how where and when they occur

Having just launched the Virgin #voom/Pitch to Rich campaign (not personally of course but as one of a very large team) I have started to view social phenomena through this lens and things are looking quite beautiful. And revelatory.

The staggering social reach and the dynamics of flocking in the social media networks around the campaign and some of the numbers being achieved (45.2 Million social media reach in 6 days-ish) has for me stretched far beyond the need for collective nouns.

(How the #voom/pitchtorich campaign reached this scale of impact is a much larger thing to consider. But the finger points to the spirit, mood, exceptional impact and revelatory nature of the Branson films Bruce Goodison of Sundog Pictures created from the various pieces of paper and email chains – supported by some leading media thinking and doing across a substantial number of interrelated and interdependent media channels, partners and audiences)

The wave of furious activity #voom/pitchtorich has inspired in the social networks bears a closer look. The irony is that the further back you stand the closer you can observe the ‘nature’ – the physical virtual dynamics – of its social phenomena.

Originating in a clumsy joke of mine about twitter and birds flocking – I slowly came to the quieter joke of murmurations of twitterati. I am always astonished and in awe of murmurations of starlings. There is an ‘otherness’ to them – as if they are in thrall to a different dimension of existence – to the magnetic turbulences and older forces at work in the world that remain otherwise unseen.

It is also incredible to think that we as humans get to observe them in ways they will never know from the white heat heart of their furious purpose.

Perhaps the same is true of ourselves in relation to our virtual otherness and the collective behaviours and actions in which our virtual selves participate.

I have always sensed that the shape shifting mass of a murmuration carries its own ‘voice’ within it; a relentlessly changing imprint of cadences, inflections; sharp punctuations and sublime emphasis – an ornithological oratory written across the sky.

It then occurred to me that if we mapped our social murmurations – by numbers and actions across time and space we could perhaps visualise our own greater voice carried within them.

For example if there was a social campaign that could be plotted not only by number of participants (flock) but by intensity (altitude) geolocation (topography) and time (horizon) – perhaps we could create animated murmurations of social phenomena.

If we could do that we could then perhaps study the patterns and nature of them in much the same way that we study sound waves and voice recognition patterns.

And perhaps with the wider ambition of attribution, we could begin to recognize traits and characteristics in each pattern that helps us to define the real voice at work and its source and integrity.

Just a thought that I would love to explore a little more.

Unbearable Lightness of CEing: a tongue-in-cheek look at lighter leadership

03 Tuesday Dec 2013

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Chief Executive Officer, corporate leadership, David Brent, Female Leadership Advantage, nature

6a00e0097e4e68883301675ec58ce8970b

Chief Executive Officer – Chief executive of Stuff – Managing Director – Business leader – ExCom  –  C Suite  – Def Con 2 – West Wing. The over use of militaristic nomenclature like Chief and Officer is a small pointer to why people struggle to apply a lightness of touch in their leadership. The rhythm, weight and emphasis of their belicose language and physical nature of the culture around corporate leadership (Spartan workouts are VERY popular with ‘leaders’) also gives us a reasonable pointer – that of the Psychopath let loose across a PAYE infrastructure.

Recent trends have pointed to the Female Leadership Advantage and the 7 traits that define it – Empathy: Vulnerability: Humility: Inclusiveness: Generosity: Balance: Patience: as being far more likely to deliver and sustain growth and innovation in the new business landscape. Their collaborative, co creating, humane and inclusive nature and behaviours illustrative of the decline of old world, one dimensional model of paternailistic leadership in favour of a kinder smarter workplace – so for that we can be increasingly thankful – anything to offset the alarming number of David Brent’s out there.

Much like politics, corporate leadership in its old form is one of those things where everyone who willingly gallops towards it, or seems desperate to attain it should be roundly shot before they get anywhere near the interview room, let alone a company filled with normal people and lives and families.

Granted ‘normal’ people are wholly capable of taking ‘lighter, kinder’ natured leaders for a complete ride. (The Right To Entitlement is the new religion – with millions of disciples all praying at the altar of ‘but I deserve so much more!!!!’ though usually forgetting to quailify on what basis or by what right other than simple existing)

But as they pass around ‘crap boss’ anecdotes in the pub, if you look beyond the small element of agenda settling and general grumpiness there do seem to be a recurring set of behaviours and traits that might constitute a list of watch-outs in the dodgy heavy handed leadership department:

  • Over indexing on Presentation courses and Life Coaching.
  • Far too over- excited at the wrong parts of Wall Street’ The Movie.
  • A tendency to use the phrase ‘C’mon people let’s get to work here’ even when faced with Jean from Accounting, The Call Centre manager and two sales guys in a small windowless room in Bromley
  • Inappropriate Fascistic tendencies at child’s Little League football matches ( though actual attendance of anything other than ‘business’ stuff is a positive sign)
  • Bossy approach to arranging relentless holiday activities
  • Ridiculous Pub Quiz over achievers
  • Talk about themselves in the third person – ‘MMmnnn Peter’s not happy…‘ (smacks of the rather unpleasant habit of speaking through a Ventriloquists Dummy)
  • Refer to themselves as Alpha something…anything

Additional watch outs come in various forms. Platitudes like ‘I’m straight talking and no-nonsense’ should come with a health warning; they are the leadership equivalent of turning up in a T Shirt that has “I’m funny” emblazoned across it.

Funny aside, there is a paradigm shift coming in the realms of leadership and it is not only augured by the rise of Female Leadership traits, knowledge economies  and softer industries driving our future. I believe it is also being driven by the our moving into the Age of The Polymath.

The Polymathic nature is ascendent in almost everything that surrounds us. The old one product one function world has been set aside in favour of one packed with a noisy self confident multi-tasking scrum of look at me multitaskers . The new product universe comes with multiple functions + benefits + rewards (both emotional and material) built into every quarter – shops that are clinics, phones that are cameras, cars that are playgrounds, holidays that are educations, games that make money. This multiple function nature of so much that illuminates and elevates our lives is I believe creating a new demand for a very different type of leadership in the businesses that deliver them – leadership shaped by the new realm of integrated big data, multiple colliding landscapes of human engagement and experience and ultimately the ability to view a business through the filter of multiple function and reward  in such a way as to relentlessly create and capture value in it.  A leader needs to be at least as multi functional as a smart phone! Even if, like smart phones, the business only uses 5% of that functionality most of the time!

In the CSIS overview ‘7 Revolutions’ they set out the leader of the future as follows:

The effective leader will jettison vertical integration information hoarding and dogma in favour of optimization, recalibration and negotiation.

In an increasingly integrated world ‘the big picture’ requires a daunting breadth and depth of knowledge

The new model compels the leader to master the transition from Clipper Ship to Flying fish – It is less about the expeditious propulsion and safe passage of trade increasing across a distance – a more quantative measure – as much as it is the expeditious propulsion of and securing of talent spreading across a network – the qualitative.

Interestingly the ‘ation’ words back there – optimization, recalibration and negotiation (across the nation, generation – apart from starting to smack of a bad reggae song) seem to demand a very different creature – one focused on a far more horizontal and myriad skill set. This is echoed in recent reports showing that the new C Suite leadership positions are being filled more often with candidates demonstrating greater horizontal skills (leading amongst equals) than vertical ones based on the old vertical climb to the top.

Anyway, it just seems that everything is pointing to a more nuanced renaissance person able to use multiple reference points to plot a smarter course – with the laws of audacious diversity being applied – the greater and more varied number of perspectives, intellects, and skill sets focused on one pure goal, the more likely the goal is to be achieved – and with gusto.

So the leadership model, influenced as it is now by greater diversity, more feminine traits and behaviours, a less recidivist and machismo heartland and by the shifting landscapes driven by our polymathic age, is lightening up – and thank any god for that.

Perhaps the last word on lightness of touch needs to go to the Tao Te Ching – where Lao Tzu writes that one should rule a large ‘something’ (country/corporation/culture) the way one cooks a small fish. Too much poking, spoils it.

I’ll have the Black Cod please.

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