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Case studies | Jan 13

AI is an invaluable tool, not a magic wand

Case studies | Jan 13

Artificial Intelligence hasn’t streamlined all of Angel O’Donnell’s processes, but it’s certainly helped

Reading Time 4 minutes

Implementing artificial intelligence (AI) is sometimes sold as the dream solution. You don’t pay it a wage and it can perform trillions of actions per second, unsupervised. Billy Casey from London-based interior design studio Angel O’Donnell argues the reality is slightly different. He says that while AI has streamlined many of the business’s operations and processes, it hasn’t removed all the hard work. After all, AI is an invaluable tool, not a magic wand.

Billy’s path to becoming Operations Manager at Angel O’Donnell is a story of connection. For years, he crossed paths with the founders, Richard Angel and Ed O’Donnell, while working on luxury property projects. ‘We kept passing each other in hallways,’ Billy recalls, ‘and over time, I got curious about their work.’

That curiosity turned into collaboration, and eventually, an offer to join the business. At the time, Angel O’Donnell, an interior design firm specialising in super-prime London properties, was growing rapidly. They needed someone to formalise processes and shape their operational strategy. So in June 2023 , Billy joined the business, stepping into a role that didn’t previously exist.

‘The culture at Angel O’Donnell was refreshing,’ Billy says. ‘They weren’t just looking to grow for growth’s sake, they wanted to build sustainably, with a focus on their people.’ As a father living far from London, Billy was initially nervous about balancing work and family life, but the company’s flexibility and understanding put him at ease. ‘We’re not just numbers to the owners. They recognise that we all have real lives outside of work.’

This culture of trust and openness is what allowed the team to start exploring new technologies like AI to streamline operations that allow the business to do what it does best, design.

Using AI to enhance efficiency

For Angel O’Donnell, employing AI is less about chasing trends and more about solving practical problems. Billy explains that the team has been cautious but deliberate in its approach, using AI tools to supplement their people, rather than replace them.

One innovative use of AI has been in the creation of avatars, detailed profiles that capture the personalities and aspirations of the people likely to live in the homes they design. These avatars inspire the design team and help to bring their creations to life.

Another key application of AI has been in data management. By using a Chrome extension connected to ChatGPT, the team scrapes contact information from supplier websites, populating their supplier database quickly and accurately. ‘Previously, this would have been a manual task that required hours of data entry. Now, we can achieve it in seconds, freeing up our designers to focus on their creative work.’

AI is also helping Angel O’Donnell manage its internal knowledge base. With tools already integrated into platforms like Microsoft Teams and SharePoint, employees can easily access policies, standard operating procedures, and even answers to everyday questions like ‘How do I book holiday?’ Employing AI in this way helps the team to keep documents up to date automatically and minimises the time spent searching for information.

A culture of experimentation

Implementing AI at Angel O’Donnell has been a gradual process, supported by a culture that values experimentation. ‘We’re okay with getting things wrong,’ Billy says. ‘You don’t learn by getting everything right all the time.’ This mindset has encouraged the team to test new applications for AI, from organising dynamic lighting for mood boards to automating routine administrative tasks.

While designers use AI sparingly, the operational side of the business has benefited significantly. Billy sees AI as a way to work smarter, not harder. ‘It’s not about creating anything new, it’s about making our existing processes more efficient.’

Key takeaways

  • Prioritise culture: a supportive and flexible work environment fosters innovation and encourages employees to explore new tools like AI.
  • Start small with AI: begin with practical, low-risk applications like data management or knowledge sharing to ease your team into AI adoption.
  • Encourage experimentation: create a culture where it’s okay to try new things and learn from mistakes. This approach will help uncover valuable insights and opportunities.
  • Invest in learning: professional development programmes can provide actionable tools and fresh perspectives that can transform how you approach challenges.
  • Focus on efficiency, not reinvention: use AI to streamline processes and save time, allowing your team to focus on their core creative or strategic work.

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