June 22 2026, 9:08 am | BY Adam Shaw | No Comments
Rare has announced a significant strategic investment in Generative AI, partnering with highly regarded AI strategy and innovation consultant Mark Byrne, founder of Headspring.
The six-month initiative, led internally by Rare’s Head of Technology and Innovation, Shannon Murray, officially kicked off with an immersive, half-day all-staff offsite event. The partnership marks a definitive shift away from the chaotic hype phase of AI, positioning Rare as a forward-thinking agency dedicated to using technology to elevate human critical thinking rather than replacing it.
At the core of this investment is Rare’s foundational belief: in a world of endless noise, brands shouldn’t just be seen or heard, they should be felt. While much of the industry treats Generative AI as a simple shortcut to increase volume, Rare is leveraging the technology to protect and build on its deeply human-centric approach.
“We exist to make brands more human,” says Murray. “In our industry, attention is easy to earn, but affection isn’t. This partnership isn’t about automating creativity or settling for safe, standardised outputs. It’s about giving our team the support, confidence and structured frameworks they need to break creative patterns. We’re also using AI to handle the noise – all the repetitive, time-consuming, and mechanical tasks – so our people can focus on what truly matters: creating work that moves people and turns everyday transactions into genuine emotional connections.”
Mark Byrne, a corporate innovator and educator known for helping businesses turn AI adoption into meaningful, measurable and lasting impact, will work closely with Rare over the coming months. The structured program is specifically designed to combat the ‘sea of sameness’ that often plagues AI-generated content. By embedding customised frameworks into the agency’s workflow, the initiative ensures that client brand voices remain distinct, vibrant and fiercely authentic.
“I’ve always said the most interesting part of this technology isn’t the answers it gives – it’s the questions it asks of you,” says Byrne. “What I love about Rare is they understand this isn’t an efficiency play. They are using AI to be more considered and thoughtful, ultimately producing better-quality work that has a bigger impact for their clients. That alignment and ambition is what excites me.”
While it’s still very early days for the rollout, the energy coming out of the team kick-off has already set a brand-new benchmark for the agency. Over the next six months, Rare will be actively developing these new frameworks, priming both their team and their clients to look at the future of creative tech through a thoroughly human lens.