

Cambridge Executive Business Insights
Cambridge Judge Business School
Cambridge Executive Business Insights: Rethinking AI is the second series of the podcast from Cambridge Judge Business School Executive Education. Hosted by Jaideep Prabhu, Professor of Marketing at Cambridge Judge, the series explores a timely and provocative question: what if the future of artificial intelligence isn’t about building ever-bigger systems, but about building smarter ones?
The series introduces the concept of frugal AI, an approach to artificial intelligence focused on doing more with less. At a time when AI systems are becoming increasingly resource-intensive, Rethinking AI explores alternative paths that prioritise efficiency, accessibility, and purposeful innovation.
The podcast brings together leading academics, technologists, entrepreneurs, and business leaders to discuss the ideas, stories, and experiments reshaping how we design and deploy AI. Across the series, conversations explore topics such as low-resource innovation, energy-efficient AI models, creative constraints in technology development, and the potential for frugal approaches to expand access and equity.
Through these discussions, the series asks what it means to rethink intelligence in a world facing growing technological and environmental challenges. Ultimately, Rethinking AI explores how we can build AI systems that are not only powerful, but also purposeful, efficient, and inclusive.
About the host
Jaideep Prabhu is Professor of Marketing at Cambridge Judge Business School and a leading expert on innovation, strategy, and inclusive growth. His research focuses on frugal innovation, developing affordable, sustainable solutions that deliver greater value with fewer resources.
Jaideep is the co-author of the internationally acclaimed book Jugaad Innovation and Frugal Innovation: How to Do Better with Less. His work explores how organisations can rethink innovation to make products, services, and technologies more accessible, efficient, and sustainable.
At Cambridge Judge Business School, Jaideep teaches and researches how businesses can harness frugal innovation to address global challenges while creating lasting economic and social impact.
The series introduces the concept of frugal AI, an approach to artificial intelligence focused on doing more with less. At a time when AI systems are becoming increasingly resource-intensive, Rethinking AI explores alternative paths that prioritise efficiency, accessibility, and purposeful innovation.
The podcast brings together leading academics, technologists, entrepreneurs, and business leaders to discuss the ideas, stories, and experiments reshaping how we design and deploy AI. Across the series, conversations explore topics such as low-resource innovation, energy-efficient AI models, creative constraints in technology development, and the potential for frugal approaches to expand access and equity.
Through these discussions, the series asks what it means to rethink intelligence in a world facing growing technological and environmental challenges. Ultimately, Rethinking AI explores how we can build AI systems that are not only powerful, but also purposeful, efficient, and inclusive.
About the host
Jaideep Prabhu is Professor of Marketing at Cambridge Judge Business School and a leading expert on innovation, strategy, and inclusive growth. His research focuses on frugal innovation, developing affordable, sustainable solutions that deliver greater value with fewer resources.
Jaideep is the co-author of the internationally acclaimed book Jugaad Innovation and Frugal Innovation: How to Do Better with Less. His work explores how organisations can rethink innovation to make products, services, and technologies more accessible, efficient, and sustainable.
At Cambridge Judge Business School, Jaideep teaches and researches how businesses can harness frugal innovation to address global challenges while creating lasting economic and social impact.
Episodes
Mentioned books

Nov 4, 2025 • 34min
Sustainability and Circularity
In this episode, Chris Marquis explores regenerative business practices with Juliet Scott-Croxford, President for the Americas at Brompton Bicycle.
Discover how the iconic folding bike company transforms urban mobility through their mission of "urban freedom for happier lives," connecting environmental sustainability with mental health and community design. Juliet reveals Brompton's rejection of throwaway culture through product longevity, repairability, and their innovative Brompton Renewed program—refurbishing second-hand bikes with seven-year guarantees. They discuss how Brompton views bicycles as systems interventions that create ripple effects across city infrastructure, public policy, and transportation narratives. As a newly certified B Corp, the company embeds ESG metrics into leadership accountability, demonstrating how purpose-driven governance drives innovation. This conversation illustrates that regeneration extends beyond environmental concerns - it's about creating systems that support dignity, mobility, and joy in urban life. A compelling example of how businesses can actively restore and enhance the natural and social systems they depend on for long-term success. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Oct 28, 2025 • 40min
Regenerative Business Pioneers - Natura
In this episode, Chris Marquis welcomes Ana Costa, Vice President for Sustainability and Corporate Affairs at Natura &Co, a pioneering beauty company rooted in Amazon conservation. They explore how Natura's Amazon origins have shaped their belief that regeneration is essential, not optional. Ana reveals how the company embeds regenerative practices across their entire value chain—supporting over 10,000 small-scale Amazonian producers, restoring biodiversity, and integrating social impact into core business operations. They discuss how Natura's unique approach to connecting local and global impact: investing in traditional knowledge systems and forest economies while influencing international standards through UN partnerships, B Corp networks, and climate coalitions. The company demonstrates how profitability and collective wellbeing can align through net-positive growth models and ecosystem restoration investments. Ana shares Natura's evolution from sustainability to full-spectrum regeneration, including groundbreaking governance innovations like their Integrated Profit and Loss Statement and stakeholder governance commitment. This conversation provides a practical blueprint for companies seeking to align purpose with power, showing how traditional businesses can adopt regenerative practices that restore natural and social systems while driving long-term success. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Oct 21, 2025 • 39min
Indigenous Business Wisdom and Regenerative Practices
In this episode, host Chris Marquis explores regenerative business practices with two inspiring leaders - Heidi Renata, co-founder of Innovate HQ and Māori entrepreneur, and Lisa Ferguson from The Nature Conservancy. Both guests emphasise that regenerative practices aren't new concepts—they're ancient wisdom being reapplied to modern challenges. Key themes include the importance of building trust, moving at the "speed of trust" rather than quarterly timelines, and recognising that true leadership means bringing others with you rather than controlling from above.
te ao - Māori world/worldview
curious wahine-preneur - this is more of a playful made up word versus a real one, which simply means, woman entrepreneur
Ōtepoti – Dunedin, NZ
marae – (verb) to be generous, hospitable, (noun) courtyard - the open area in front of the wharenui, where formal greetings and discussions take place. Often also used to include the complex of buildings around the marae.
whānau – (verb) to be born, give birth, (noun) extended family, family group, a familiar term to address a number of people – the primary economic unit of traditional Māori society
Manaakitanga – hospitality, kindness, generosity, support – the process of showing respect, generosity and care for others.
Kotahitanga – unity, togetherness and solidarity, collective action
Whanaungatanga - relationship, kinship, sense of family connection - a relationship through shared experiences and working together which provides people with a sense of belonging. It develops as a result of kinship rights and obligations, which also serve to strengthen each member of the kin group. It also extends to others to whom one develops a close familial, friendship or reciprocal relationship.
Tikanga – customs, practices and procedures i.e. the right way of doing things according to Maori values and traditions
Mātauranga – knowledge, understanding and wisdom
whakapha ngaungatanga - building authentic relationships rooted in genealogy and lineage
mokopuna's mokopuna - our children and our grandchildren's experiences
Mātauranga Māori – a Māori practice, much like a living operating system, which is holistic, adaptive, and respects relationships. Maori knowledge and ways of knowing
Tauiwi - non-Maori entities
whenua – primarily means land or earth i.e. the land that sustains life.
wairau – spirit, soul or essence of a person or thing
Te Tiriti – the Treaty”, specifically Te Tiriti o Waitangi (The Treaty of Waitangi). Te Tiriti - New Zealand’s founding document, was meant to be a partnership between Māori and the British Crown. Although it was intended to create unity, different understandings of the treaty, and breaches of it, have caused conflict. From the 1970s the general public gradually came to know more about the treaty, and efforts to honour the treaty and its principles expanded.
te reo Māori - Māori language Learn more about your ad choices. Visit podcastchoices.com/adchoices

Oct 14, 2025 • 40min
Investing in Regeneration - The Capital Shift
In this engaging conversation, Sir Ronald Cohen, a pioneering venture capitalist and social innovator, discusses the shift towards impact capitalism. He shares insights on how businesses can be assessed not only on financial returns but also their social and environmental contributions. The potential of impact-weighted accounts and effective measurement systems is highlighted as a means to hold companies accountable. Sir Ronald argues for a new generation of leaders who prioritize impact alongside risk and return, showcasing a roadmap for a regenerative economy.

Oct 7, 2025 • 38min
Policy Catalysts: Governments and Global Frameworks
In this episode, Christopher is joined by Nigel Topping, former UN Climate Champion for COP26 and one of the UK’s leading climate advocates. Drawing on his experience leading global coalitions like We Mean Business, Nigel shares how radical collaboration and systems leadership can accelerate the pace of change. From aligning business and policy to create positive “ambition loops,” to holding firms accountable for science-based targets and Scope 3 emissions, he makes a compelling case for urgent, coordinated action. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Sep 30, 2025 • 38min
From Giving to Regeneration: The 1% for the Planet Approach
In this episode of Journey to Regeneration, host Chris Marquis speaks with Kate Williams, CEO of 1% for the Planet, a global network that channels at least 1% of annual sales from member businesses and individuals to high-impact environmental nonprofits. Together, they explore how a simple commitment has grown into a worldwide movement, mobilising over $800 million in support of the planet. Kate explains how 1% for the Planet ensures credibility by rigorously vetting nonprofit partners and guiding members toward meaningful, impactful giving. More than philanthropy, she frames this model as a catalyst for deeper cultural and strategic shifts—helping businesses embed environmental responsibility into their operations. The conversation also highlights how generosity can spark broader systems change, as members move from giving to transforming supply chains, engaging employees, and advocating for policy. Kate offers an inspiring message: in the face of climate challenges, no action is too small to drive regeneration. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Sep 23, 2025 • 37min
Sustainable Agriculture
Host Christopher Marquis speaks with Andrea Illy, Chairman of illycaffè and founder of the Regenerative Society Foundation, in this latest episode. As a third-generation leader of the iconic Italian coffee brand, Andrea shares how illycaffè is evolving from sustainability toward regeneration—embedding principles of beauty, quality, and shared value into its business model. With coffee as the starting point, Andrea explains how the company invests in soil health, farmer livelihoods, scientific research, and education across the global South. He highlights illycaffè’s long-term commitment to biodiversity, carbon neutrality, and smallholder resilience, showing how regeneration can be both an ecological and economic imperative. Andrea also tells the story of illycaffè’s work in Brazil, where regenerative practices like agroforestry and reduced agrochemicals have restored ecosystems while elevating coffee quality—producing award-winning beans that prove environmental renewal and excellence can go hand in hand. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Sep 16, 2025 • 38min
Rethinking Food Systems: From Soil to Soul
In this latest episode, Professor Chris Marquis is joined by Elizabeth Whitlow, founding Executive Director of the Regenerative Organic Alliance—the force behind the pioneering Regenerative Organic Certification (ROC). Elizabeth shares her inspiring journey from sustainability advocate to global leader in regenerative agriculture, offering a heartfelt and strategic take on what it truly means to heal land, empower farmers, and reshape food systems. She explains how ROC goes beyond traditional organic standards to integrate soil health, animal welfare, and social fairness into a holistic framework. The conversation explores the challenges of maintaining integrity in a commercial landscape, resisting greenwashing, and balancing scale with authenticity. Elizabeth also emphasizes the power of storytelling and deep relationships in shifting consumer understanding. Her message is clear: regeneration isn’t a label—it’s a movement rooted in partnership, tradition, and purpose. This episode is essential for anyone interested in agriculture, certification, and systems-level change. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Sep 9, 2025 • 45min
Rebuilding Business with Purpose and Values
In this episode of Journey to Regeneration, host Professor Chris Marquis speaks with Dr. Bernice Pan, founder of British fashion brand DEPLOY, about transforming fashion through systems thinking and intentional design. Drawing on her academic background in architecture and fashion systems, Bernice shares how she reimagined every aspect of the clothing lifecycle—from fabric sourcing and modular design to ethical production and customer engagement. DEPLOY challenges the waste and inequality embedded in mainstream fashion by embedding regeneration into the very structure of its business. The result is a timeless, adaptable collection built on circular principles and long-term relationships. Bernice’s unique approach—what she calls “design thinking for systems change”—offers powerful lessons for any industry. Through her lens, sustainability becomes not just about better materials but about reengineering the whole system for lasting impact. This episode is a must-listen for anyone interested in systems-level change, fashion, regeneration, and purposeful innovation. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Aug 26, 2025 • 42min
The Challenge of Net Positive Business
In this episode of Journey to Regeneration, host Chris Marquis speaks with Andrew Winston, renowned sustainability strategist and co-author of Net Positive: How Courageous Companies Thrive by Giving More Than They Take. Together, they explore how businesses can move beyond incremental improvements to embrace a bold, regenerative approach—one that restores natural and social systems while driving long-term success. Andrew challenges leaders to ask a pivotal question: Is the world better off because your business exists? Far from being a lofty ideal, he explains why adopting a net positive mindset is both ethically urgent and strategically smart in an era defined by climate disruption, social unrest, and declining trust in institutions. The conversation highlights how courageous leadership, systemic thinking, and coalition-building can help executives overcome resistance, align with investor expectations, and reimagine the very role of business in creating a thriving future. Learn more about your ad choices. Visit podcastchoices.com/adchoices


