About
Intelligence redefines what brands and people can do together
The breakthrough we’ve been waiting for - Intelligence
After 15 years shaping digital experiences for global brands, the possibilities that once felt out of reach have finally arrived. The shift from customer experience to customer intelligence is redefining what brands and people can achieve together. By combining human ingenuity with AI, data, and design, we help brands elevate their understanding of customers and unlock new opportunities for growth.
Loyalty, meaningful connection, and lasting relationships start with truly understanding people. By listening, learning, and responding in real time, brands can make every interaction more relevant and impactful. Our Connected Intelligence platforms and agency services give marketing teams deeper insights, smarter decision-making, and the ability to act confidently across the customer journey. The result is not just better experiences—it’s measurable value for organizations and the people they serve.
Our Beliefs
Amplify human ingenuity
Free up human potential by supporting decisions, accelerating work, and taking away tasks that burden creativity.
Design for the “why?”
Exceptional experiences address the why behind a need over the what—understanding why removes complexity.
There’s insight in every interaction
Each customer interaction is a chance to capture new insight, feeding smarter systems and sharper outcomes.
One-to-one will win
The most meaningful, relevant experiences will be made for individuals, creating 1-to-1 connections that deliver lasting value.
LEADERSHIP
Meet our founders
After founding and growing global CX agency Hugo & Cat (sold to IPG and McCann Worldgroup) into a leader in transformation and innovation, we formed State of the Art to help brands unlock the possibilities of next-generation customer experiences for the AI era.
Johannes Smith
An original founder of Hugo & Cat, Johannes brings over two decades of executive leadership, guiding companies through transformative change. Johannes focuses on how AI and data-driven intelligence can redefine customer connection and create new opportunities, blending strategic rigor with a vision for the future of technology.
Nick Lawrence
Nick leads our growth, operations, delivery, and client partnerships across North America. With over 15 years at the intersection of design, data, and digital transformation, Nick has helped some of the world’s leading brands turn opportunity into outcomes. Delivering solutions that drive measurable value, he ensures our clients get lasting impact from their investments.
Rachael Scott
An original founder of Hugo & Cat, Rachael helps global brands explore how AI, data, and design can unlock the potential of truly intelligent customer experiences. By discovering new ways to listen, learn, and respond, Rachael enables teams to turn insight into action and deliver meaningful growth.
Yannick Connan
With a career spanning Tokyo, Paris, London, and New York, Yannick has helped leading brands rethink how human-centrism and data transform business. With 25+ years at the intersection of creativity, product, and data, Yannick helps companies launch, adapt, and grow through design that is bold, practical, and human.
Experience
Proven across industries, trusted by leading brands
Our experience spans industries and markets worldwide, helping organizations of all sizes reinvent how they connect with customers and create lasting impact.
Footprint
Global reach, local impact
Find us in London, New York and Los Angeles.
Let's talk intelligent CX
Got a challenge to solve or a project to shape? Let's start a conversation. Share what you can, and a real human will reply within 24 hours. We'll treat your details with the same care we give our own.