Assessing the expected impact of generative
AI on the UK competitive landscape
London Business School in collaboration with the Institute of Directors, with the support of Evolution Ltd and funding from the UKRI Regional Innovation Fund and the London Business School Knowledge Exchange Fund.
This report examines the anticipated impact of generative artificial intelligence on the UK’s competitive landscape, providing insights into how emerging AI technologies could influence productivity, innovation, and market dynamics. Drawing on research from London Business School and policy expertise from the Institute of Directors, it offers a balanced perspective that bridges academic analysis with practical business considerations.
The publication forms part of a broader effort to equip business leaders, policymakers, and innovators with the knowledge needed to navigate technological change. Supported by Evolution Ltd, and funded through the UKRI Regional Innovation Fund and the London Business School Knowledge Exchange Fund, it reflects a collaborative commitment to advancing understanding of AI’s role in shaping the UK economy.
My role
I was responsible for the full design and production of this digital-only report, working closely with one of the authors from London Business School, the IoD policy team, and the policy director. From receiving the copy on 15 May 2024, I had just over a week to take the project from layout and design through to final publication.
My role went beyond applying the IoD’s visual style; it required balancing the academic expectations of an external research partner with our internal editorial-led brand approach. This involved interpreting complex, data-heavy content into a professional and accessible format, while finding a visual style that would be credible to an academic audience yet consistent with the IoD’s publication identity.
Process and execution
With the final copy in hand on 15 May, I began designing the layout using the IoD’s brand framework as a foundation. By 17 May, I delivered the first draft for review.
Four days before publication, and after careful review with the associated teams, feedback from the author praised the quality of the design but noted it leaned more toward an editorial style than the academic simplicity. I quickly reworked the visual approach, delivering an updated draft the very next day. This revised design struck a middle ground between IoD’s image-rich, polished editorial style and a clean, minimal academic report format.
The final approach:
Reduced decorative imagery while retaining enough visuals for reader guidance
Simplified page structure for easier navigation of text-heavy sections
Kept charts, tables, and callouts clear and functional
Used a restrained colour palette drawn from the IoD’s brand, carefully aligned with London Business School’s navy and red theme to create a unified partnership feel
Everyone was happy with the revised direction, and the remaining days before the 24 May publication were used for small copy edits and final proofing.
