On Friday, I had the privilege of speaking at Keele University Business School as part of the Digital Society Institute’s flagship event on “The AI Revolution and Digital Transformation in Business.”
My talk introduced the concept of Beneficial Intelligence (BI) — a framework that combines AI + Community Benefit Tokens (CBTs) to generate socially valuable outcomes. In essence, it’s about retraining AI to serve people and places, not just profit margins. I argued that we need to put the soul back into business, and perhaps even the economy itself.
One moment that really stayed with me was the talk by Abhishek Behl on gamification. I was blown away by the depth of insight into how social media platforms use behavioural design and micro-rewards to keep young people hooked — and how these same tools can be redirected toward positive social impact.
It sparked a powerful realisation:
What if we turned the War on Waste into a war game?
By designing a gamified experience — with young people as players, AI as the engine, and CBTs as in-game currency — we could create a deeply engaging, measurable, and meaningful campaign to unlock the stored value of a generation too often overlooked.
The design challenge ahead is thrilling. This is more than a theory. It’s a chance to prototype a circular economy that rewards care, creativity and contribution — and we’re ready to get started.
Huge thanks to Colin Rigby for introducing me to the incredible Keele team, and to Raphael Hirschi for the kind invitation. I’m genuinely excited about what we might co-create together — and what we might show the world, together.
Let’s show them what good really looks like.
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David Proudlove Charlie Houston-Brown