Report
How to win in the new era of human-centred innovation
The new era of innovation will be defined by those who harness deep tech to put people at the centre. This report helps leaders across consumer, healthcare and industry understand shifting markets, uncover new opportunities and lead the next wave of innovation.
We help leaders win with transformative value

Accelerated development
Engineering category-defining products and systems with quality, safety and real-world reliability built in

First-of-a-kind breakthroughs
Solving your toughest challenges across AI, hardware, software and biology to create what doesn’t yet exist

Scalable deep tech
Building scalable innovation at speed, safeguarding your most valuable IP and transforming bold visions into market-ready realities
AI-enabled deep tech for consumer
The future of consumer innovation will be invisible, intuitive and experience-led
As consumer expectations rise, R&D budgets tighten, supply chains come under pressure and competition intensifies. Winning will mean creating products and experiences that anticipate needs, adapt to changing behaviours and deliver value in previously unimaginable ways.
Consumers increasingly want experiences that go beyond convenience – products that foster authentic human connection, support identity and community, and help manage cognitive load through intuitive technology that is present when needed and invisible when not.
For CXOs, this is the moment to embrace a bold deep tech strategy to create first-of-a-kind products, devices and experiences that will shape the new era of consumer innovation.
DEEP TECH INNOVATION
FOR THE AGE OF AI
YOUR new WAY TO WIN
AI-enabled deep tech for healthcare
Redefining what good patient-centred care looks like
Patients want therapies that are less invasive, empower them to manage their own health and fit seamlessly around everyday life. As care moves from hospital to home, winning will mean championing innovation that prioritises usability, accessibility and convenience.
The future of healthcare lies in intelligent, connected and personalised solutions that will redefine what good care looks like. Value will come not just from the medical devices or therapy themselves, but the ecosystems built around them – combining continuous monitoring, AI and connected devices to connect patients, clinicians and insight, enabling more responsive, personalised treatment.
These demands offer an exciting opportunity to utilise deep tech innovation across disciplines and translate it into safe, scalable, patient-centred solutions that create a new standard, and a clear competitive advantage.
Ali Shafti
Head of Human-Machine Understanding
Cambridge Consultants
Designing physical AI for human unpredictability
Ali Shafti on why progress in physical AI will depend on robots that can understand context, intent and the people they work alongside.
“For physical AI to succeed, it must operate naturally in real environments alongside human teammates. Those environments are rarely tidy or predictable. They are messy, dynamic and full of human behaviour that doesn’t follow a script.
Humans deal with this effortlessly because we learn to build shared mental models with those around us, from an early age. We understand where we are, what we’re trying to do, what each of us is capable of, and what the other person is likely to do next. That shared context is what makes collaboration feel natural.
For robots, none of that is inherent – it must be built from the ground up.
We approach this by capturing and maintaining context on four blocks: environment, task, capability and intent. If a system can track those in real time, interaction becomes far more robust – even when confronted with human unpredictability.
From there, different levels of interaction emerge. A robot may simply need to recognise people and move safely around them. In other cases, it interprets natural instructions through speech and gesture. More advanced systems anticipate needs and assist proactively. At the most capable end, human and robot work together on shared tasks, adapting as conditions change.
This is what we’re building at CC. Our physical AI systems use a sense–understand–support loop that connects perception and context with reasoning and action. They fuse multimodal sensory inputs, to maintain a structured understanding of the human, task and environment, and update that context continuously.
That shared understanding allows the system to respond appropriately as situations evolve – adapting to new scenarios while retaining safety and reliability.
When that works, robots stop feeling like tools we operate and start feeling like teammates we can work alongside.”
Want a new way to win? Let’s talk

Ruth Thomson
SVP, Global Commercial Lead for Consumer

Ben Wicks
EVP, Medtech

Ram Devarajulu
VP, Head of Robotics & Automation, North America

Jez Stark
Global Head of Consumer Business

Gemma Holbrow
Head of Healthcare

Ali Shafti
Head of Human-Machine Understanding

Jennifer Gomez
Consulting Director, Consumer Disruption

Rahul Sathe
SVP, Medtech Innovation

Joe Corrigan
Chief Technology Officer

Philip Canner
Head of Drug Delivery

Alejandra Sanchez
Healthcare Business Developer

Karen Balbi
Senior Innovation Consultant for Sustainability



