Department B aims to highlight the value of the human advantage to organisations. The company will work with leaders to understand the advantages people bring, what AI and people can do better together, and where AI is best.

Hollingworth (pictured), who is also partner at creative studio Do Not Behave and founder of Art for Social Change, will run Department B alongside these other businesses.

Department B is co-led by David Cunningham, a C-suite adviser specialising in organisational transformation and growth strategy.

Hollingworth said there is a need for businesses strategically protect and nurture human advantages to be innovative and build trust.

He said: “Understanding the value of the human advantage is at the core of The Behavioural Architects and Do Not Behave – and right now this space needs protecting and nurturing as it is increasingly being neglected as we struggle with the important embedding of AI new tools and techniques.”

The aim of the business is to “help organisations unlock the value of the human advantage to drive competitive differentiation as artificial intelligence disrupts and reshapes how we work,” said Hollingworth.

He added: “If you don’t design space for human judgement, curiosity, innovation and ethical thinking, you erode the very value clients will pay for.”