Ian Ruffle, head of data and insight at the RAC, says the key to exploiting data assets is twofold – understanding the business problem and having a great team that’s capable of finding the right technological solutions.
“I need people who are empowered, keen, enthusiastic and willing to share knowledge,” he says, outlining the importance of talent to the effective deployment of data-hungry systems and services in the digital age. Rather than finding a suitable challenge for a technology that’s already been procured, Ruffle wants his team to engage with their functional peers.
“As a data leader in business, success is all about people coming to us and saying, ‘We’ve got a problem. Can you find the solution?’” he says.
“I can then go to my team and say, ‘Has anyone got a solution?’ It’s their job to be aware of the capabilities. So, it’s a problem-led approach, but you need to make sure you’ve got the answers up your sleeve, which, for me, is all about the people.”
It’s an approach to technology implementation that Ruffle has refined during his career. He’s been with the motoring services provider since February 2013. Having cut his teeth in a range of marketing roles, he joined the organisation as customer relationship management (CRM) capability manager. In this role, he managed the company’s core marketing technology, working closely with the campaign team and the firm’s analysts.
As Ruffle proved his capabilities, he took on elevated roles, becoming head of marketing technology before assuming his current role as head of data and insight, where he reports to the RAC’s marketing chief, Alex Heath. Ruffle says it is a fast-paced role, and the speed of change suits him well.
“People say you get the absolute most out of me when time is tight,” he says. “Working at the RAC isn’t for everyone, because it’s fast-paced. We move very quickly. We make decisions quickly. It’s all about failing fast to be able to move on and make changes. The aim is to come up with a proof of concept and embed it.”
Working at the RAC is fast-paced. We move very quickly. We make decisions quickly. It’s all about failing fast to be able to move on and make changes. The aim is to come up with a proof of concept and embed it Ian Ruffle, RAC
Ruffle says his team’s ability to deliver data projects has transformed over the past five years. “We’re looking at using data and insight to drive and change the organisation,” he says. “And that focus, alongside my more senior roles, is exciting. I’m rubbing shoulders with some incredibly talented people.”
Transforming front-end systems
While Ruffle has always ensured his technical capabilities are up to date, he recognises that the pace of digital and data innovation has quickened over the past few years.
It’s a tough challenge for any individual to keep abreast of all the changes in the IT industry, let alone someone who’s spent a big proportion of their working life in marketing. Ruffle’s answer is to lean on trusted lieutenants in his team.
“It’s important to get the right people around you,” he says. “As a modern data leader, you need to be encouraging people to be learning and growing and empowering them to do a great job. I can’t do everything across a broad breadth of disciplines.”
Ruffle says being a great boss and attracting the right talent is the way forward. “You want staff to be motivated and encouraged to feel like they can drive the agenda,” he says.
“It’s important to get the right people around you. As a modern data leader, you need to be encouraging people to be learning and growing, and empowering them to do a great job. I can’t do everything across a broad breadth of disciplines”
Ian Ruffle, RAC
“I love working with my people. If you’ve got an idea, you can sow the seed in someone, and then they come back and play their theory back, and you can say, ‘Yeah, we’ll do that’.”
One of the team’s priority projects is a transformation of the RAC’s front-end marketing technology. The company uses a legacy system with a relational data model.
“It’s very batch-based,” he says. “There are some real-time use cases associated with the system, but it’s become prohibitive from a cost perspective to do everything that we need to do.”
Ruffle says the transformation process involves moving to a new supplier called Bloomreach. This agentic personalisation technology will sit on top of the RAC’s existing Snowflake AI Data Cloud platform. His organisation will be working with technology specialist Caci to deploy the Bloomreach technology over the next nine months. The result of this work should be a modern system that offers real-time and AI capabilities.
“That is quite a major project for us,” says Ruffle. “We’re consolidating four different suppliers in total, and probably six pieces of technology across those suppliers, into one central solution. The back end will be Snowflake, and Bloomreach will be dealing with a lot of the front-end stuff, which should mean the seamless integration of data is so much easier.”
Creating great experiences
Another important area of work is boosting operational efficiency. Many of these efforts are focused on two of the biggest cost areas of the business – the call centre and traffic patrols.
A large proportion of the organisation’s enterprise information is now held in Snowflake, using a robust data model. Ruffle says in-house developed application programming interfaces (APIs) stream data on real-time use cases back to the platform and the people in the call centre.
“It’s about the ability to know someone’s broken down at the roadside and to send them a real-time communication, with more accurate updates than we were ever capable of before. We’ve revolutionised the whole dispatch process on the other side of the call centre,” he says.
“We’ve built a single screen for users, powered by the data in Snowflake and via various web services to make the call centre experience seamless, rather than having three or four different operational systems.”
Ruffle says the joined-up approach makes it much easier for operational staff dealing with customers to answer important questions, such as whether an individual at the roadside has RAC cover. Before bringing data together, staff had to log in to different systems to confirm a customer was covered. Now, staff benefit from the single-screen approach.
We’ve got a platform powered by modern technology. The focus on technology and data driving change in the call centre and at roadside operations has been immense, and it’s been the backbone to the last few years of evolution at the RAC Ian Ruffle, RAC
“We’ve got a platform powered by modern technology,” he says. “So the focus on technology and data driving change in the call centre and at roadside operations has been immense, and it’s been the backbone to the last few years of evolution at the RAC.”
Managing complex scenarios
After evaluating potential solutions, the organisation deployed its first Snowflake platform for the marketing department in early 2020.
Ruffle says the AI Data Cloud’s scalability and its integration with the company’s existing Microsoft Azure architecture were important success factors. Since 2020, the RAC has expanded its use of the Snowflake platform beyond the marketing department.
Now, in addition to providing a single source of truth for the business, the company uses the Snowflake Marketplace, which is an online platform where users can access third-party data to augment their own insights. Ruffle explains how his organisation uses this data to enrich its own insights and decision-making processes.
“There’s a whole bunch of events data that we get, which includes things as simple as bank holidays, but also includes things like Glastonbury and other events where you might see gatherings of people in specific areas,” he says.
“Having easy access to information that’s comprehensive and maintained is great, because trying to gather that data manually is almost impossible, and to get the level of detail around the scale of the event is transformational.”
The RAC has also developed its own unified insights platform. This pane-of-glass application, known as Mavis, uses Snowflake’s Cortex AI tool to summarise data insights. Agents working in the RAC’s operations hub can use Mavis to find important customer information, such as cover entitlements.
“We’ve got all the information in one place now, which is easy, so the application will help you find the customer and fully understand their entitlement, which is more complicated than you’d think. There are a lot of nuances to the cover that people are entitled to,” says Ruffle.
“It’s about being able to get that level of detail and having accurate information at your fingertips. When you get to the much more complex scenarios, we’re helping an agent to make decisions. Our agents can see the recommendations and make decisions. That type of recommendation wasn’t possible just a few years ago.”
Being an empathetic organisation
While AI is already impacting customer service, Ruffle says breakdown specialists like the RAC must keep humans in the loop. People contact his organisation at moments of need, and technology should be an adjunct rather than a replacement for human assistance.
“People can be quite panicked, they can be unsure, and I don’t think we’d ever want to take away the humanity of dealing with people at that moment of need,” he says. “Technology plays a significant part in being operationally efficient, but we need to be really sensitive about our service being authentic and human.”
For example, customers stranded at the roadside will be looking for an estimated time of arrival (ETA) for the RAC patrol team. Ruffle says his team will continue using AI and data science to hone the accuracy of ETAs. However, great assistance is also about emotion and engagement, such as prioritising service for people who are pregnant or disabled.
“The digital evolution for us will be about leveraging technology. Data science and AI are improving, and, in the future, I think technology will be front and centre for us when making choices. However, it’s crucial that our agents can manage situations effectively and be a human face to the organisation,” he says.
“Our approach should be data-led in the background when making decisions. Automation is great, but there always needs to be an ability to manage the things you can’t predict and to manage scenarios where you really need to be an empathetic organisation.”
Pete Hegseth, the secretary of the Department of Defense, said in a recent press conference that the operation could last as long as eight weeks. President Donald Trump himself said in a press conference on March 2 that the administration projected the operation would last four or five weeks but had “the capability to go far longer than that.”
This week Iran has responded in turn, attacking Israel, regional US embassies and military bases, and other sites across the Middle East. Iran has peppered neighboring countries with hundreds of drone and ballistic missile strikes since the operation began. While many of these have been intercepted, over a thousand people have died in the region and multiple buildings have been damaged, including luxury hotels in Dubai, US military bases and embassies, and international airports and marine ports.
Israel has also started bombarding Lebanon, following strikes at the country by the Lebanese militant group Hezbollah.
The Trump administration has given various, and at times seemingly contradictory, justifications for the military action, citing everything from potential “nuclear threat” to unverified claims that Iran attempted to interfere in the 2020 and 2024 US presidential elections. As of March 5, Congress, which in the US has the sole power to declare war, has not done so.
The attacks have already disrupted supply chains, creating uncertainty for the oil and gas and fertilizer industries as key infrastructure has been targeted or shut down out of caution. Shipping traffic has halted along the Strait of Hormuz, a critical route.
As the conflict continues to escalate and expand, WIRED is tracking which countries have been affected and how. This article was last updated on March 5.
Iran
As of March 4, Iranian state media estimates that over 1,000 people have died in the country since the US-Israeli attacks began. Several schools and hospitals have been hit, according to Al Jazeera. The Israeli Air Force says it has struck Iran with over 5,000 munitions since the beginning of the operation.
Israel
Israel has faced retaliatory strikes from Iran. As of March 4, at least 11 people have died and over 40 buildings have been damaged in Tel Aviv, according to Al Jazeera.
Azerbaijan
On March 5, Azerbaijan said drone attacks launched from Iran had crossed over the country’s borders and damaged an airport building and two civilians. President Ilham Aliyev of Azerbaijan said that the country’s military forces “have been instructed to prepare and implement appropriate retaliatory measures,” according to Reuters. Iran has denied responsibility for the attacks, according to Al Jazeera.
Bahrain
Missile and drone strikes have targeted different locations in Bahrain, including a US naval base, according to the BBC. On March 2, Amazon reported that a drone strike occurred in close proximity to one of its data centers in the country. CNBC later reported that Iranian state media said that Iran had targeted the data center because of the company’s support of the US military.
Cyprus
On March 2, a drone strike hit a British air base in Cyprus, according to Reuters. It caused limited damage and no casualties. Greece, the UK, and France have lent defensive support to the country, according to a Bloomberg report.
Iraq
Since February 28, there have been reports of multiple Iranian strikes aimed at a US military base near the Erbil International Airport, according to the nonprofit monitoring group Armed Conflict Location and Event Data.
Jordan
Jordan’s armed forces have intercepted dozens of missiles since the start of the conflict. At least one Iranian-backed militant group in Iraq has claimed responsibility, according to the Associated Press. On March 2, the US Embassy in the country announced that all its personnel had temporarily departed.
Kuwait
Kuwait has endured multiple waves of Iranian missile and drone attacks since February 28. On March 2, US Central Command said in a statement that three US fighter jets were accidentally struck down by Kuwaiti air defenses during an attack that included Iranian aircraft, missiles, and drones.
Lebanon
Israel attacked southern Lebanon after the militant Lebanese group Hezbollah launched rocket and drone attacks against them. Lebanon prime minister Nawaf Salam subsequently banned Hezbollah’s military and security activities, according to Al Jazeera.
Oman
Oman’s Duqm commercial port has been hit by several drone attacks, according to Al Jazeera. Omani authorities have said at least one oil tanker off the country’s port of Khasab in the Strait of Hormuz has been attacked.
Qatar
On March 2, QatarEnergy posted on X saying that it would halt production of liquified natural gas following a military attack on its operational facilities in the country. It did not attribute the attack to any particular country. On March 3, it posted again, saying that it would also stop the production of additional products, including urea, polymers, methanol, and aluminum.
Saudi Arabia
Infrastructure in Saudi Arabia has been targeted with projectiles. On March 3, the US embassy in Riyadh, the country’s capital, was damaged following an attack. On March 4, Reuters reported that one of the Saudi Aramco’s largest domestic refineries of Saudi Aramco, the majority state-owned oil company, was targeted by an attempted drone attack.
Syria
Tom Fletcher, the United Nations undersecretary-general for humanitarian affairs and emergency relief, says that civilians and civilian infrastructure were under attack in several countries including Syria.
Turkey
On March 4, the Turkish Ministry of National Defence announced that NATO had intercepted ballistic munitions launched from Iran, and that munition fragments had fallen into Hatay, a province that borders the Mediterranean Sea and Syria. Iran has denied any missile launch towards the country.
United Arab Emirates
As of March 4, UAE Ministry of Defence officials say that the country has intercepted hundreds of drone and missile attacks from Iran. Despite the relatively high rate of interceptions, debris created by the fallout has still damaged areas of the country. In Dubai, the luxury hotel Burj Al Arab was struck by debris, as well as the Palm Jumeirah, a man-made island home to high-end hotels and apartments. On March 2, Amazon Web Services announced that two of its facilities were directly struck in the country, causing “elevated error rates and degraded availability.”
Countries Evacuating Citizens
On March 2, US assistant secretary of state for consular affairs Mora Namdar posted on X urging Americans to depart from several middle eastern countries due to “serious safety risks.” On March 4, Reuters reported that the US military has offered seats on military transport planes to Americans trying to leave the region.
Over a dozen countries have announced that they will be evacuating their citizens from the area or sponsoring repatriation flights, including the UK, Ireland, Germany and Italy.
OpenAI CEO Sam Altman is still in the hot seat this week after his company signed a deal with the US military. OpenAI employees have criticized the move, which came after Anthropic’s roughly $200 million contract with the Pentagon imploded, and asked Altman to release more information about the agreement. Altman admitted it looked “sloppy” in a social media post.
While this incident has become a major news story, it may just be the latest and most public example of OpenAI creating vague policies around how the US military can access its AI.
In 2023, OpenAI’s usage policy explicitly banned the military from accessing its AI models. But some OpenAI employees discovered the Pentagon had already started experimenting with Azure OpenAI, a version of OpenAI’s models offered by Microsoft, two sources familiar with the matter said. At the time, Microsoft had been contracting with the Department of Defense for decades. It was also OpenAI’s largest investor, and had broad license to commercialize the startup’s technology.
That same year, OpenAI employees saw Pentagon officials walking through the company’s San Francisco offices, the sources said. They spoke on the condition of anonymity as they aren’t licensed to comment on private company matters.
Some OpenAI employees were wary about associating with the Pentagon, while others were simply confused about what OpenAI’s usage policies meant. Did the policy apply to Microsoft? While sources tell WIRED it was not clear to most employees at the time, spokespeople from OpenAI and Microsoft say Azure OpenAI products are not, and were not, subject to OpenAI’s policies.
“Microsoft has a product called the Azure OpenAI Service that became available to the US Government in 2023 and is subject to Microsoft terms of service,” said spokesperson Frank Shaw in a statement to WIRED. Microsoft declined to comment specifically on when it made Azure OpenAI available to the Pentagon, but notes the service was not approved for “top secret” government workloads until 2025.
“AI is already playing a significant role in national security and we believe it’s important to have a seat at the table to help ensure it’s deployed safely and responsibly,” OpenAI spokesperson Liz Bourgeois said in a statement. “We’ve been transparent with our employees as we’ve approached this work, providing regular updates and dedicated channels where teams can ask questions and engage directly with our national security team.”
The Department of Defense did not respond to WIRED’s request for comment.
By January 2024, OpenAI updated its policies to remove the blanket ban on military use. Several OpenAI employees found out about the policy update through an article in The Intercept, sources say. Company leaders later addressed the change at an all-hands meeting, explaining how the company would tread carefully in this area moving forward.
In December 2024, OpenAI announced a partnership with Anduril to develop and deploy AI systems for “national security missions.” Ahead of the announcement, OpenAI told employees that the partnership was narrow in scope and would only deal with unclassified workloads, the same sources said. This stood in contrast to a deal Anthropic had signed with Palantir, which would see Anthropic’s AI used for classified military work.
Palantir approached OpenAI in the fall of 2024 to discuss participating in their “FedStart” program, an OpenAI spokesperson confirmed to WIRED. The company ultimately turned it down, and told employees it would’ve been too high-risk, two sources familiar with the matter tell WIRED. However, OpenAI now works with Palantir in other ways.
Around the time the Anduril deal was announced, a few dozen OpenAI employees joined a public Slack channel to discuss their concerns about the company’s military partnerships, sources say and a spokesperson confirmed. Some believed the company’s models were too unreliable to handle a user’s credit card information, let alone assist Americans on the battlefield.
Though most people associate the beginning of March with the hopefulness of spring and the indignities of daylight saving time, there’s another important event taking place yards all over the country: hummingbird season.
While many species of hummingbirds can be seen in regions year-round, others are migratory, and this time typically marks their return from wintering grounds in Central and South America. These tiny birds can lose up to 40 percent of their body weight by the time they arrive here after having flown thousands of miles, and since many flowers haven’t bloomed yet, nectar feeders can be a source of essential fuel.
Though I test smart bird feeders year-round, I don’t use hummingbird feeders as often as I should, as it’s imperative that they be cleaned and refilled with new nectar every two or three days (a ratio of 1:4 granulated sugar to water is best, and avoid any dyes or additives) to prevent deadly bacteria and mold, and I don’t always have the time.
But if you are going to invest the energy in maintaining a hummingbird feeder, right now is the best time, as you have a chance to see migratory species you might not otherwise encounter, such as black-chinned hummingbirds. A smart feeder helps you ID them, whether they’re stopping at your feeder on their way north or arriving at their final destination.
Birdbuddy’s Pro is the smart hummingbird feeder I recommend and use myself when I’m not actively testing. The app is easy to navigate and sends cleaning reminders, the built-in solar roof keeps the battery charged, and, unlike other feeders, only the shallow bottom screws off for refilling. No having to pour sticky nectar through a narrow opening, or turn a giant cylinder upside down and risk spilling.
Note that it’s not perfect; the sensor is inconsistent and doesn’t capture every hummingbird that visits, but for the camera quality (5 MP photos, 2K video with slow-motion, 122-degree field of view) and ease of use, it’s a foible I’m willing to put up with. If you already have another Birdbuddy feeder, the hummingbird feeder images and videos will integrate seamlessly into your app feed.
Birdbuddy
Pro Smart Solar Hummingbird Feeder
Right now, the feeder is 37 percent off on Birdbuddy’s website—a deal I usually don’t see outside of shopping events like Black Friday or Amazon Prime Day. Note that the feeder only runs on 2.4 GHz Wi-Fi, and while it is fully functional without a subscription, a Birdbuddy Premium subscription will let you add friends and family members to your account so they can see the birds as well. That’s $99 a year through the app.
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