Twenty-five years of turning new technology into business change
AI is not a new direction for Synergistic Interaction. It is the latest chapter in a long career spent helping businesses adopt new technology and actually get value from it.
Years of experience
Stores reached
Stores in the national network
People in the business built
The first web-based transformation
Long before anyone used the word, this was already the kind of change AI demands today: getting an entire industry to work differently using a new technology. We built one of the first web-based category management systems in the world and rolled it out to more than 3,500 retail stores. The results were independently validated by Cornell University, which measured a sustained lift in daily sales across the stores that adopted it.
Transformation at national scale
Back home, we co-founded a category management business that grew to more than 300 people and managed category for every store of one of the largest hardware retailers in Australia and New Zealand. More than 330 stores, thousands of products, and global suppliers. It was transformation at national scale, done in the field rather than in a presentation.
The current chapter
The thread through all of it is the same. New technology creates value only when it is built around how a business actually works, when its people are brought along, and when quality and judgement stay in human hands. That is exactly what AI adoption needs now, and it is what Synergistic Interaction does today.
We build, we do not just advise
There is no shortage of consultants who will hand you a strategy and leave. This is different. The work described across this site, the document systems, the review and investigation, the research, the trained teams, is work we have built and run hands-on, daily, across legal, retail, wholesale and more. We know what it takes to make AI work in a real business because we do it, not because we read about it.
Joshua Thompson
Principal and Director, Synergistic Interaction
Synergistic Interaction is led by Joshua Thompson, who has built and delivered category and technology transformation across Australia, New Zealand, the USA and the United Kingdom for more than 25 years. The focus now is helping established businesses and practices adopt AI the practical way, with their people trained and their judgement kept firmly in charge.
Let us talk about your business
The best first step is a fixed-price readiness assessment. We will look at how you work and where AI can genuinely help.
Book an AI Readiness Assessment