“If something bad can happen to you for no reason, then something good can too.”

– JX Gumede

In this transformative episode of The Incredible Machines podcast, we sit down with JX Gumede, a systems thinker, food justice advocate, and ethical innovation strategist, for a compelling conversation about what truly matters now and in the future.

JX Gumede is more than a seasoned strategist, sought-after public speaker, and thought leader on food systems, social equity, and the ethical development of artificial intelligence. With lived experience in both rural South Africa and elite global institutions, JX’s work challenges the status quo and invites individuals and institutions to care better

4 Key Takeaways from Episode 33

1. “Fight the enemy you have, not the enemy you want.”

   JX encourages radical presence by urging us to face the real issues at hand, not the romanticised or idealised versions of them. This grounded mindset allows for more honest action and less wasted energy.
   
   
   

2. Food waste is an empathy issue.

   While the world produces enough food for 10 billion people, 9 million still die of hunger every year. The problem goes beyond logistics, it's indifference. Recognising this can change how we consume, donate, and distribute food.
   
   
   

3. Your values will be encoded into AI.

   Artificial Intelligence (AI) reflects our ethics. Without human responsibility and compassion, AI could become a systematised version of our worst social blind spots.
   
   
   

4. Don’t let admiration become intimidation.

   JX reminds us that nobody truly has it all figured out; everyone’s winging it! Some just hide it better than others. Let that knowledge free you from comparison, and give you permission to show up as you are.

Ad Campaign Spotlight: Allan Gray's "Time Flies"

JX chose the Allan Gray advert “Time Flies” as the episode’s creative showcase. The ad’s message, “Time is valuable. Make it count,” mirrors JX’s philosophy on the preciousness of the present moment. Its emotional reminder to stay grounded in the present resonates with his lifelong ethos: embrace the season you're in, and prepare for the next.

What We Can Learn from JX Gumede

• Indifference is more dangerous than hate.
  At least hate is invested, indifference is silent, subtle, and self-reinforcing.

• Food expiry labels are misunderstood, and it's costing lives. 
  Educate yourself on what “best before,” “sell by,” and “use by” actually mean.
  
  
• AI isn't neutral. 
  It will inherit your values, biases, and blind spots. Be intentional about the code you write, literally and metaphorically.
  
  
• Privilege is best used to uplift. 
  Your abundance is safer when others around you have access to dignity too.

Watch the full episode:

To experience this profound and perspective-shifting conversation in full, watch the full episode on YouTube, or listen on your favourite podcast platform.