Six Sells, the leading executive visibility agency for people in media and advertising, has today (16th June, 2026) announced a strategic partnership with Intelligent Assistance.

Intelligent Assistance and Six Sells have joined forces to ensure that people stay front and centre of ongoing client relationships. Intelligent Assistance, which was co-founded by James Harris, Fern Potter, and Sarah De Martin, is a company that helps businesses adopt AI in a practical, human-first way, using a "Think, Build, Adopt" approach. This mantra has the perfect synergy for Six Sells who believe that all client-facing interactions should be managed by humans, not AI - but they recognise that many processes and back-end systems can be improved and accelerated through its use. 

The partnership sees Fern Potter, co-founder of Intelligent Assistance, working with Six Sells each month to improve internal processes for both Six Sells and their clients, so that they have more time for human-to-human conversations. The two companies will also collaborate strategically to help businesses adopt AI in a practical, human-first way to improve efficiency without compromising creativity, judgement or human connection.

Mike Nicholson, CEO at Six Sells, said: "I have worked with Fern for many years and know she is an absolute top operator in our industry. I have also had the pleasure of working with James, who has significant experience in a relatively nascent market, building AI engines that deliver on their promise."

"Everything we do at Six Sells is people-shaped. That means it is by people, for people, and helps our clients talk to their ideal clients as people too."

"We would therefore never use AI to replace the human part of that process. We do, however, believe AI can take away many of the long, drawn-out, time-consuming tasks that sit in the background and limit the amount of time people spend with their clients and colleagues. Used properly, AI should free humans up to focus on the front end, where relationships, trust, creativity and judgement really matter."

"We are at a critical stage where AI has moved beyond the hype. Companies are now actively looking for credible, trusted partners who can help them integrate AI in a sensible way, improving efficiency and effectiveness without compromising human creativity and ingenuity. Early collaboration has already shown a 90% reduction in the time spent on Six Sells’ administrative and back-end tasks, freeing the team up to speak to clients. We will be sharing a case study on this first project in due course."

Sarah De-Martin at Intelligent Assistance said: "Our partnership with Six Sells is underpinned by a shared philosophy; human first, human last.  The hyperbole surrounding AI is predominantly focussed on efficiencies and technical application, however the driving force of  successful product adoption is the people."

"At IA we build Intelligent Engines, our products are seamlessly integrated into the workflow of a business to solve a specific need and to deliver trusted business outcomes for growth and productivity by bridging the adoption gap."

"We are thrilled to partner with Mike and the Six Sells, AI doesn't need more hype. It needs honest guidance, our collaboration provides practical thought-leadership and products that make people's lives easier, leaving more time for trusted, human-to-human interactions."