Robert Barbaro on Data, AI, and the Human Role in the Future of Technology

From a career in performing arts to Digital Data Architect, Robert Barbaro’s career path has been anything but ordinary. Today, at David Lloyd Clubs, he’s shaping how data and AI are used to drive growth, optimise customer journeys, and rethink how organisations prepare for the future.

In our conversation, Robert shared why he leans into uncomfortable questions, how AI should be treated as equipment rather than a replacement, and why conversations about the risks and responsibilities of technology matter more than ever.

Where do you get your energy from? Has AI been something you leaned into naturally?

At David Lloyd, I was already itching to get the data foundation right before the AI POC came up. My entry into tech was CRM—being a business analyst, gathering requirements, seeing the whole cycle from Excel to CRM. That opened the door to marketing campaigns, better comms, and optimisation, which I found exciting.

Later, I realised data is about steering the ship—even if you’re not C-suite, you’re advising those above on icebergs ahead. Even in my performing arts days, I wasn’t used to just saying ‘yes’. I’ve always pushed back, asked hard questions, and that led me to architecture.

How will AI reshape the way data leaders drive growth?

If we just see AI as increasing efficiency and scale, that’s too simplistic. The outcome should be sales growth, yes. But the objective should be: what data are we collecting? What are the touch points?

Every year there’s a new social platform or tech that changes expectations. As data leaders, we need to work with product teams, design thinking, and understand what’s ahead—not just react to customer requests.

As AI gets more agentic, what role do humans play?

I was watching a video of a pilot landing a plane: one hand on the steering, one on the throttle, systems buzzing, countdowns going. They’re not just flying solo, they’re enhanced. I see AI as ‘equipment’. We’re equipping ourselves for the new frontier: more scale, more capability.

What are your thoughts on the future of AI?

We need conversations and education from the start. Kids today grow up with AI everywhere. They need to know—what are they giving up?

A pragmatic mantra for today might well be : “don’t ask AI for everything”, otherwise, you deplete your own cognition…and culture, communication, arts & cooperation could all be impacted.

It’s not rocket science, it’s about being upfront about the risks.

Favourite resources? Books, podcasts, tools?

I love podcast interviews with performers, actors, musicians, engineers. The Data Podcast is an obvious one. I also search keywords in podcasts to spark inspiration. ‘Diary of a CEO’ is valuable, listening to ex Google Chief talk for an hour and a half, chipping away in the car, is like the industry whispering what’s going on.

Books, anything Warren Buffett suggests, is worth reading. And even TV shows like Silo spark thoughts about the future. Are we creating silos in organisations? Are mergers and acquisitions leading us to monopolisation, or are we liberalised with 15,000 tools in the market?

Tools I’m excited about? Graph data tools. They open my eyes, especially if you combine them with AI. They can solve data segmentation pains in industries like the health sector. But they also raise governance questions—global IDs, risks of misuse.