Look Inside Great British Brands 2024
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Look Inside Great British Brands 2024

A sneak peek

Are we human? The latest edition of Great British Brands 2024 explores the intersection of human inspiration and technological innovation, and what we can expect to see from the great AI revolution. Here’s everything you need to know. 

Great British Brands cover 2024 with AI supermodels Shudu

Models wear clothes inspired by Alexander McQueen and earrings by Boodles. Artistic Direction: Nicole Smallwood; Visualisation: Cameron-James Wilson & Tom Lockyer; Production: The Diigitals Agency

Your Preview of Great British Brands 2024

What does it mean to be human in the age of AI? The 2024 issue of Great British Brands explores this idea, starting with its entirely digital cover, created by artist Cameron-James Wilson and starring virtual supermodel Shudu and her human counterpart, Alexsandrah Gondora. Lucy Cleland talks to the AI innovator about why we need to get much better at spotting the difference between AI and human art. 

There are also fascinating essays by thought leaders across the business, technology, luxury, design and creative fields:

–  Josh Glancy on how AI will change our lives – but can never replace human genius

– Irenosen Okojie explores AI’s repercussions for writers and their artistic practices in a rapidly changing landscape

– James Bidwell takes a look at the UK start-ups whose innovations are enhancing the human experience, not hindering it

– Sebastian Conran believes that domestic robots will be able to help with societal challenges such as social isolation and healthcare needs, especially for our ageing population

– Dominique Palmer makes the case for why we need fairer fashion – for planet and people

– Giles Hutchins explores the opportunities of regenerative leadership

Kamin Mohammadi shines a light on the immigrants that have helped weave Britain’s colourful social and cultural landscape

– Diana Verde Nieto argues that luxury brands need to embrace sustainable values to enhance and future-proof their businesses

We also announce all the winners of the Great British Brands Awards 2024 – recognising the businesses going above and beyond to give back to people and planet.

Plus, discover over 100 amazing British brands from all industries, from sword-makers to audio engineers, whose CEOs and founders have generously shared their thoughts on the advantages – and disadvantages – that AI offers their companies, as well as their words of wisdom on what they’ve learnt along the way.