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Interview With Huw Newton-Hill of Attensi - AI Predictions For HR in 2024


Huw leads the commercial and operational teams for Attensi in the US. He originally joined Attensi in London in 2017 to lead Attensi’s international growth strategy.

In this role he worked closely with existing and prospective clients such as Accenture, BCG, Waitrose, BSH and Zurich Insurance group to ensure that Attensi innovates to best serve their needs and maximize their potential value. He has background in strategy consulting with BCG where he focused on digital transformation and investment banking with Goldman Sachs.


1). Can you share the story behind the founding of Attensi and the inspiration behind creating simulation-based training solutions?

Attensi exists to drive impact in people and organizations, ultimately helping them to grow to be exceptional. Our game-based simulation training provides a fail-safe experience for the learner—something that could be as close to the experience of learn by doing with least amount of risk. We’ve seen such immense growth in our customers globally and we’re excited to be a part of that expansion into the US market.

2). Could you provide examples of how Attensi's training solutions have made a significant impact on businesses or individuals? Are there any specific success stories or case studies that stand out to you?

Through game-based learning, we’ve seen major knowledge gap closure across multiple sectors. Because of the adaptable nature of our solutions, the data has shown drastic improvements for our clients. For global financial services leader, Equiniti, we saw a significant ROI—25% reduction in training time for their onboarding program, with a 50% reduction in re-training time—an 88% knowledge gap closure. With a telecommunications company, we were able to halve their project management team’s time due to our ai-voicing tools capabilities.

Along with our CEO Trond Aas, I spoke to Harvard Business Review on the challenges the L&D industry currently faces in reskilling workers. Traditional learning fails to engage and doesn’t provide adequate feedback and coaching capabilities. AI can provide the perfect conduit for skills training with the expansive capabilities of simulations.

3). How does Attensi stay at the forefront of innovation in developing simulation-based training tools? Are there any recent technological advancements that have influenced your approach?

Attensi’s solutions are built with state-of-the-art AI functionality, on a high-resolution gaming platform, Unity. We have a 60-person development team continuously working to advance our tech capabilities. Our technology inspires behavioural change in the user by engaging the foundational components to learning—intrinsic and extrinsic motivation. In addition, we recruit gamification mechanics to inspire interest, competition, and repetition.

4). Businesses often have unique training needs. How does Attensi ensure that its solutions are adaptable and customizable to cater to a diverse range of industries and organizational requirements?

A major benefit of Attensi’s solutions is its adaptability. Working with customers across a wide spectrum of sectors, we understand the need to provide support across industries and organizations. Our solutions are built to solve operational issues from onboarding, sales and customer experience to leadership development. We have helped companies build mission and culture into their organizations, as well as train for health and safety concerns, customer service and beyond! Because of our AI-driven tech, we are able to customize and pivot quickly to the needs of the customer.

5). Looking ahead, what trends do you foresee in the field of simulation-based training, and how is Attensi positioning itself to capitalize on these trends? Are there any plans for expanding the company's reach or exploring new markets?

The trends at present and future are how we as an industry work with AI. This is a fast-growing field with our team building and optimizing new tools at speed. We are in a continuous state of evolution and expansion for how to serve L&D—especially as it applies to Professional Services, Retail & Hospitality.