Digital consultancy G Squared has carved out its technology, UX and experience design teams into a new standalone agency called Gamma, built around AI from the ground up rather than retrofitted with it.
Gamma has developed internal AI agents for quality assurance, engineering support, research and user interview analysis, designed to work alongside human teams across the delivery lifecycle.
"Artificial intelligence is fundamentally changing how digital experiences are created and operated. We saw a clear need to rethink the traditional web and technology agency model, not just add AI into it," said George Pappas, who moved from G Squared to managing director of Gamma.
"Gamma has been designed from day one as an AI-native agency. AI is embedded into how we design, build and optimise digital platforms, and it also forms a core part of what we deliver through intelligence systems."
The launch allows G Squared to sharpen its focus as a digital performance agency specialising in SEO, AI search, paid media, digital creative and strategy, with Gamma handling platform, experience and AI engineering.
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