From Stars to Startups: How a Physicist is Shaping the Future of AI

Stephen Hardy, expert Partner at Bain & Co began his career with a passion for astrophysics, sparked by a childhood moment viewing Saturn through a telescope. This fascination with understanding the universe led him to pursue a PhD and conduct postdoctoral research at the Max Planck Institute. Over time, his interest in applying scientific principles to real-world problems transitioned into a focus on data analytics and AI. He sees these disciplines as extensions of the scientific method, enabling organisations to test hypotheses and understand causality in customer behaviour and business outcomes

At Bain, Stephen has observed a growing maturity in how leading organisations approach AI-driven personalisation. While traditional methods relied on machine learning to tailor experiences, more advanced businesses are now using generative AI to craft dynamic, individualised messages and content. The most cutting-edge players are even experimenting with autonomous AI agents to rapidly accelerate campaign development. However, widespread adoption…