Trust & Influence in B2B · 2026-06-09 · 40 min
In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Kate Hassler, Group Director of Brand and Comms at Access Group - a $9 billion global B2B software company serving 160,000 customers across Europe, Asia, and the Americas. While headlines scream of AI-driven redundancies at tech giants, Access Group took the opposite approach: hiring more people, running company-wide hackathons, and building a culture where AI is simply business as usual. So what does a genuinely human-led AI transformation actually look like from the inside? ️ Kate walks through every stage of Access Group's journey - from pockets of shadow AI usage and no formal governance, to enterprise Claude licenses with custom brand skills built in. She reveals the story behind the now-legendary "AI bus" metaphor that united 9,000 employees around a single, simple idea, and explains how structured playtime - not mandates - turned the biggest sceptics into the most vocal champions.
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