Insights and Implications for the Digital Sector
Artificial intelligence is generating significant buzz and for good reason. It’s already changing how we work, communicate, and make decisions. At agencies like Williams Commerce and Un.titled, understanding how AI is evolving, what it means for clients, and how to use it responsibly is vital.
UNESCO recently called AI a “general-purpose technology” on par with the printing press. Think about that. The printing press redefined how knowledge was shared globally. AI is poised to do the same, but even faster.
Governments like the EU are calling for robust frameworks to manage the risks associated with this scale of transformation. While we’ve seen the benefits; automation of repetitive tasks, faster decision-making, and improved personalisation, we must also address critical concerns around bias, privacy, transparency, and security. AI isn’t just a tech issue or marketing trend, it’s a business-wide consideration.
The IMF estimates that AI could affect nearly 40% of jobs globally, and up to 60% in advanced economies. That doesn’t necessarily mean job losses, it means job evolution. Tasks will shift, roles will transform, and new opportunities will emerge. The key is adaptability and responsible adoption.
Insights and Implications for the Digital Sector
Teams across the digital sector are already exploring how AI can enhance workflows, from content creation to campaign planning and data insights. But alongside innovation comes responsibility; to clients, colleagues, and communities, to use these tools ethically and effectively.
Here are a few AI-driven platforms shaping how developers and designers work today.
JetBrains AI: Deep IDE Integration
JetBrains has taken a developer first approach, integrating AI directly into its IDEs. This isn’t a superficial plugin—it’s a context-aware assistant built into the workflow.
At the heart of this is Junie, JetBrains’ AI agent, which is already helping tackle multi-step tasks and front-end-specific actions. With deep code understanding, Junie supports intelligent refactoring and context-aware suggestions, all backed by JetBrains’ robust static analysis.
The result? Developers can code more confidently, with automation that complements their skill, not replaces it.
Cursor: An AI-First IDE for Speed
Cursor reimagines the front-end development experience. Built from the ground up with AI at its core, it brings fast, intuitive assistance into everyday coding.
Its standout feature is the Cursor Tab offering lightning-fast, multi-line code completion based on your project context. Natural language to code? Just type what you need in plain English, and usable code appears in seconds.
Plus, integrated @Web search pulls in relevant docs and Stack Overflow-style answers, reducing distractions and keeping momentum high. Built on VS Code, Cursor retains all the flexibility of its ecosystem while bringing serious AI horsepower to the table.
Real-World Applications: AI in Action
Across recent projects, AI is already demonstrating its value in practical, hands-on development. Examples include:
- Search Interface Apps: Using AI to quickly scaffold dynamic, filterable listings with live state updates and Redux integration.
- Shopify Theme Development: Leveraging AI tools to guide project structure, configure GitHub-compatible workflows, and ensure alignment with best practices.
- Wagtail/Django Backends: Using natural language prompts to navigate unfamiliar codebases and surface key insights about component interactions.
In each case, AI isn’t replacing developers, it’s acting as a smart collaborator, helping teams understand code faster and build more confidently.
Stay Smart, Stay Safe
As AI becomes more embedded in both professional and personal life, the benefits are obvious but so are the risks. Awareness is critical.
Here are some of the top tips from one of our AI experts and senior developers, Angelou Jeffers:
At work:
- Handle data cautiously: Understand where and how your data is stored before sharing anything sensitive.
- Acknowledge AI limitations: Models reflect their training data, which can be biased or incomplete.
- Maintain critical thinking: Let AI assist, not override, your judgement or creativity.
- Upskill continually: AI will reshape roles adapting is essential.
At home:
- Question what you see: Be sceptical of deepfakes or AI-generated media.
- Break out of the algorithm: Recommendation engines can narrow your perspective.
- Prioritise human connection: AI companions aren’t substitutes for real relationships.
- Don’t anthropomorphise AI: These tools are fast and smart but not sentient.
What’s Next: Practical AI Tools Worth Watching
Looking ahead, several platforms are offering real, tangible value across teams:
- Grammarly Business: A strong writing assistant for clarity, tone, and communication especially helpful for client-facing teams.
- Asana / Jira Smart Features: Emerging AI features like task prioritisation and risk detection could significantly improve project management workflows.
- Figma AI: Tools like Figma Make generate early design scaffolding from simple prompts speeding up the creative process.
- Shopify Sidekick & Magic: AI support for ecommerce, helping with everything from store management to content creation.
- Microsoft 365 Copilot: With email drafting, summarisation, and meeting insights, this tool is maturing quickly and showing cross-departmental relevance.
There’s no one-size-fits-all answer for how to integrate AI, but experimentation, collaboration, and open discussion will help us make the most of it.
Staying curious, sharing learnings, and testing tools in real-world scenarios will guide businesses toward responsible and productive use.
