Llion Jones — the Welsh computer scientist whose groundbreaking work helped spark today’s AI revolution — has urged the UK to adopt a bolder, more distinctive approach to artificial intelligence rather than competing directly with global giants.
Jones, co-author of the landmark 2017 research paper Attention Is All You Need, which introduced the Transformer architecture that powers modern generative AI, warned that Britain and Wales cannot outpace the “hyper-scalers” of the US and China.
“It doesn’t make sense to try to win that race,” he said in an interview with BBC Wales. “Instead, the UK needs to be brave and focus on different, more innovative areas of AI.”
Call for AI That Challenges, Not Flatters
The Sakana AI co-founder — now based in Tokyo — said today’s chatbots suffer from being overly agreeable.
“They’ve become sycophantic. Humans love being told they’re right, and these systems reinforce that,” he said. “We need AIs that can disagree with you and provide real corrections.”
Jones believes creating an environment in Wales where researchers feel free to explore long-term, differentiated AI projects could help the region re-enter the global race.
UK Businesses Ramping Up AI Adoption
As AI rapidly shifts into mainstream use, UK companies — including those in Wales — are racing to integrate automation and productivity tools into their operations.
At a recent Google-hosted event in Cardiff, Business Secretary Peter Kyle highlighted the transformative economic potential of AI, noting that even a 1% boost in small-business productivity could add £240 billion to the UK’s economy.
Wales has already announced AI growth zones in the north and south, while the Welsh government’s AI Plan aims to expand digital skills, encourage innovation, and ensure responsible use of the technology across public services.
Infrastructure Challenges Could Hold Wales Back
However, expanding AI research and data-centre capacity will require far stronger energy infrastructure.
Large parts of mid-Wales lack modern grid capacity, sparking heated debates over proposed pylons needed to support future power demand.
“Mid Wales is chronically under-served,” said Stuart George, CEO of Green GEN Cymru. He warned that without rapid upgrades, Wales risks missing out on the economic opportunities tied to AI and renewable energy.
Who Is Llion Jones?
Raised in Bangor and Abergynolwyn, Jones studied at Birmingham University before joining Google, where his research team developed the Transformer architecture — the foundation of systems like ChatGPT. After relocating to Japan, he left the tech giant to launch Sakana AI, focusing on experimental next-generation AI models.
Despite the global race his work helped ignite, Jones believes the UK can still carve a meaningful role — if it commits to long-term vision over short-term competition.