Member Bio
Adjacent Possible
Adjacent Possible is a specialist Human-Centred AI (HCAI) company helping organisations design, evaluate and implement AI experiences that people trust, adopt and value.
While many AI initiatives focus on technology alone, we believe the greatest opportunities emerge at the intersection of design, business and engineering. Our work helps organisations bridge the gap between AI capability and human experience, ensuring that AI solutions deliver meaningful outcomes for customers, employees and the business.
Founded by Simon Norris and Alex Metcalf, Adjacent Possible combines decades of expertise in user experience, digital transformation, innovation and AI. Simon is the former Founder and CEO of Nomensa, one of Europe’s leading experience design consultancies, and is currently undertaking a PhD in Human-Centred AI. Alex brings more than 20 years of experience in user experience strategy, software engineering and cognitive psychology.
Our services include:
- Human-Centred AI strategy and advisory
- AI innovation workshops and opportunity discovery
- Conversational AI and chatbot evaluation
- AI Experience Pressure Tests
- AI-enabled service and product design
- AI governance, safety and literacy guidance
- Prototype, pilot and concept development
- Embedding Human-Centred AI practices within teams
We work with organisations that recognise AI is not simply a technology challenge but an experience challenge. By applying Human-Centred AI principles, we help clients reduce risk, improve adoption, increase trust, strengthen customer experience and unlock greater commercial value from their AI investments.
Our vision is a world where people experience the very best of what AI can offer; a world where well-designed, AI-enabled technology changes lives and businesses for the better. We are committed to helping organisations humanise AI and create experiences that are responsible, effective and genuinely useful for the people who rely on them.
Key People
Simon Norris
Simon Norris is an AI-skilled UX innovator and business leader with more than 25 years experience at the intersection of design, technology, and organisational change. As Founder and CEO of Nomensa, he built the company into one of Europe’s largest experience design consultancy, employing over 250 people, and partnered with global organisations to deliver impactful, human-centred solutions at scale. Simon now operates at the forefront of Human-Centred AI, working with executive teams to shape AI strategy, design, and governance that people trust and adopt. He combines deep commercial leadership with academic rigor and is currently undertaking a PhD in Human-Centred AI, focused on the responsible, transparent, and effective deployment of AI in real-world systems.
Alex Metcalf
Alex Metcalf is a Digital CX Strategist and AI Experience Consultant specialising in User Experience, with more than 20 years leading UX projects for multinational organisations and governments. An award-winning software developer and engineer, Alex combines deep technical expertise with human-centred design thinking, holding both an MEng in Computer Engineering and an MSc in Human-Computer Interaction.