Dixonbaxis Reinvented The Agency Case Study As A Conversation And Its Smarter Than It Looks

Creative Boom: News Digital DixonBaxi has reinvented how they explain their thinking to clients, and it's smarter than it looks The London studio has trained an AI on 25 years of its own thinking, and now anyone in the world can interrogate it. Could this be a model for other agencies to adopt? Written By: Tom May 1 June 2026 Back in November, I wrote about Super Keen Studio and the brilliant way they've reinvented the website case study. In brief, they've embedded talking-head video pop-ups into their case studies, as a more immediate, fun and engaging way to explain the strategic thinking behind the work.

But of course, that's not the only way to convey agency thinking to clients, and here's another inspired approach to the challenge. DixonBaxi, the London studio behind some of the most recognisable brand systems of the past two decades (think: Formula 1, AC Milan, and TikTok) has built an AI platform trained on 25 years of its own thinking, and it's inviting anyone in the world to ask it absolutely anything. The platform is called AskUs. And unlike most AI resources, it isn't trying to do your thinking for you. It's trying to extend DixonBaxi's thinking to you. It sounds like a subtle distinction, but it turns out to be quite important.

Trained on an archive So what actually is it? Strip away the jargon, and AskUs is a custom AI trained on a vast archive of project notes, strategy documents, internal debates, and hard-won lessons accumulated over a quarter-century of creative work. Ask it about the Formula E brand system, for example, and it doesn't guess what DixonBaxi might say. It searches the archive, finds the relevant context and responds in the studio's own, distinctive (and British) voice. Plenty of thought seems to have gone into making this feel like you're chatting with the studio, rather than a faceless bot.

For example, the text streams in as it's generated, mimicking the rhythm of someone actually typing. The interface is deliberately stripped back: high contrast, monochrome. There's no login wall, no passive-aggressive contact form, no data capture disguised as personalisation. You just ask. Obviously, the most appropriate way to find out more was for me to interrogate AskUs itself. So I set out to do just that. Why does it exist? My first question is: what gave DixonBaxi the idea? "AskUs grew out of a simple observation," AskUs itself responds.

"We've been doing this for 25 years, and in that time we've accumulated a massive amount of thinking, mistakes, and convictions that usually just sit in archives or the heads of our team. We liked the idea of making our studio's brain accessible to anyone, whether they're a student in Delhi or a founder in London." I wondered whether it was a technical challenge to build, and perhaps surprisingly, I'm told it wasn't. Or at least, the technical architecture—a Retrieval-Augmented Generation system that performs a semantic search of the studio's archives before it responds—was the easier problem to solve.

The hard part was everything that came before it. "The real work was in the introspection," AskUs explains, in its answer to my first question. "We had to look at our history, our projects like Formula 1 or Audible, and our internal culture to ensure the voice felt like us.

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DixonBaxi's innovative use of AI to enhance client engagement represents a significant shift in agency-client dynamics, making it highly impactful and relevant for brand strategy professionals, while also introducing a novel approach to traditional case studies.