Four Agency is thrilled to announce that our Chief Digital and AI Officer, Luke Alexander, has been recognised as one of the BIMA 100 for 2025, joining an elite group of the UK's most influential digital leaders.
The BIMA 100, announced today by the British Interactive Media Association, celebrates the visionaries, innovators, trailblazers, changemakers, and rising stars who are shaping the future of Britain's digital landscape. This year's list was selected from hundreds of nominations following two rigorous rounds of evaluation by over 100 expert judges across 11 categories.
AI leadership for clients and colleagues at Four
Luke's inclusion in this prestigious list recognises his transformative leadership in artificial intelligence at Four Agency.
Under his leadership, and as the architect behind the AI tools that power our Difference Engine campaign blueprint, we've witnessed incredible leaps in creativity and our ability to deliver value for our clients.
Throughout his career, Luke has dedicated himself to helping humans use technology in innovative, productive and creative ways. As a passionate digital generalist with decades of cross-disciplinary experience spanning technology, AI, UX, web and app development, communications and digital marketing, he brings a unique perspective to achieving exceptional outcomes for clients and their users.
What particularly excites Luke about the current AI revolution is its potential to democratise tools and techniques that have previously been the domain of experts. This vision aligns perfectly with his commitment to Responsible AI – an approach built on a deep understanding of how people and technology intersect, ensuring that innovation serves human needs while maintaining ethical standards and accountability.
Valuable industry recognition
Being selected for the BIMA 100 represents an unquestionable acknowledgement of outstanding accomplishments in the UK's digital industry. As BIMA notes, these individuals "continue to shape the industry, delivering impactful work that is transforming the future of the UK's digital landscape."
Luke joins an impressive cohort of digital leaders from across the industry, including executives from major brands like Vodafone and Valtech, innovative agency leaders, and pioneering entrepreneurs who are collectively driving Britain's digital economy forward.
Reacting to the news of the award, Luke said:
"More than ever, clients and colleagues at Four have had to put their trust in me and take a leap together into some very fast-changing and poorly-lit waters.
"But leap we did. And on the other side we've found, in part, the promised land of generative AI as a democratising force. A productivity tool, sure, but also a lever for creativity and for opening minds, and for taking new chances on new ways of doing our best work."People often ask me to help them understand how to adapt for the next five years. But the horizon of possibilities is expanding so fast that I'm encouraging them to focus on the next five months instead.
"In that time we'll see change everywhere. First in how people use their technology: how they search, how they interact, and in what they can do without detailed technical knowledge. Beyond that, I hope for an explosion of unconstrained imagination as the old rules fall apart."
If you would like to access our AI expertise or are looking for help building new ways of working around AI, get in touch.