Joseph Bradley, former CEO of Tonomus, the world’s first cognitive city, shares his insights with TRENDS on the intersection of AI, leadership, and innovation. He discusses how businesses and governments in the MENA region can leverage cognitive technologies to build smarter, more resilient, and future-ready economies.
In your work with Cognitive Cities, what leadership lessons are emerging for organizations navigating complex ecosystems, and what lessons could help businesses and government in MENA build smarter, more innovative economies?
I think a couple of lessons come to mind. The first is, it’s not what you don’t know that will cause failure, but what you believe to be true. You have to wake up each day and challenge the very foundations of those beliefs to build future-proof systems.
The second is that, especially in the MENA region, being successful with these new cognitive technologies requires a different business model. The governance approach in MENA often mirrors governmental structures even in private-sector businesses. Across the region, the GCC is now saying, “Invest in us,” which is a great thing. But it also means your business model must support fast decision-making, innovation, and the acceptance of occasional mistakes.
Everyone talks about data-driven insights, but not all insights actually lead to action. How do leaders turn AI and data into real-world innovation?
When you are a leader trying to understand AI’s impact, always return to first principles. Don’t try to replace humans. Enhance human productivity, because humans are the greatest intellectual asset on the planet. Focus on how to elevate that asset.
All too often, plans aim to zoom from zero to 100 miles per hour, replacing whole departments or shifts, but they miss the opportunity to create growth through humans and AI working together. No business can cut its way to success. You can’t cut your way to success. Growth comes from the symbiosis of humans and AI.
In a world where AI can predict decisions almost before they happen, what makes a great leader? What mindset or skills are essential?
Several leadership traits stand out. First, you must explain the why, not the what, because AI will execute the what. So you have to be able to explain the why. Storytelling and inspiration become crucial.
Second, leaders must give up some autonomy and control. Just as consumers have choices, employees will too. With the rise of the gig economy, people will engage and disengage at will. Leaders are going to see a huge shift in jobs. Leaders succeed by offering choice and building an environment that attracts people naturally.
Third, critical thinking is essential. Don’t learn the code, learn to think. We live in a world where all the answers are known. Value, therefore, lies in understanding what questions to ask.
What were your key takeaways from your experience in the region, especially with the project as big as NEOM?
First, the Saudi people are amazing. Across the entire region, we have never felt such a welcoming environment.
Second, there’s an immense hunger among the youth. They remind me so much of Silicon Valley. They’re hungry, energetic, and excited to learn.
Third, despite the technology, this region values relationships. Understanding people, communicating directly, and building trust will be crucial as the region progresses into the future.
How do you see creativity and humans working together to shape the future in the region? What can the world learn from that experience?
Technology brings people together. Technologists don’t see politics. And what you saw today (at the NextM: The Canopy Effect event in Dubai) was a great example. Today, we saw humans, robots, and AI intuition merging to bring the physical and digital worlds closer together. This collaboration will drive innovation in customer experience, marketing, professional services, consulting, and knowledge transfer.
