The purpose of the council will be to make sure that any AI initiative at Opinium upholds the agency’s standards, delivers measurable value for clients and enhances its human-centric approach.

The council brings together research, technology, data science and operations to seek to guarantee that every AI tool Opinium adopts is ethically tested, strategically aligned and designed to amplify, not replace, human expertise.

Josh Glendinning, director and partner at Opinium, will chair the council, with the council having been initiated earlier this year following a strategic review initiated by Opinium chief executive James Endersby (pictured) and led by a team of former Microsoft AI specialists.

The formation of the council is part of Opinium’s wider global AI strategy, which focuses on re-engineering workflows, deepening and accelerating consultative insight, supporting a human-led workforce and expanding the boundaries of research.

Endersby said: “AI is already reshaping what’s possible in research, from how we uncover meaning in data to how quickly we can turn insight into action and impact. But this isn’t about machines replacing people; it’s about equipping our people with extraordinary new tools.

“Our responsibility is to make sure every innovation we adopt strengthens trust, sharpens thinking, and keeps human understanding at the heart of decision-making. The AI council is how we turn that belief into action, combining technology and empathy to help our clients see further, faster and with more confidence than ever before.”

Glendinning added: “AI can transform every stage of the research process, but it must be guided by purpose, rigour and responsibility.

“Our AI council is here to make sure we get that balance right, unlocking innovation while protecting the craft of insight.”