James Brouard

Co-Founder, Director & Product / UX Lead

Hamlet

Space ManagementMember Experience

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Watch Recordings

Recorded sessions from Coworking Tech Week featuring James Brouard.

20 min

Less Admin, More Human Work: What AI Will Change for Coworking Teams

Space Management

Chapters

1:15James Brouard’s Journey Into Coworking and the Story Behind HamletJames shares how he first experienced coworking as a member before becoming a software founder in the industry. This section gives useful context on how Hamlet grew out of real operator problems across spaces in London, Sydney and Hong Kong.4:12Why Coworking Teams Still Spend Too Much Time on AdminThe conversation looks at how much of a community manager’s day is still taken up by invoices, bookings, support requests and repetitive tasks. James explains why this matters for operators who want their teams to spend more time with members.7:15What AI Can Actually Take Off a Coworking Team’s PlateJames breaks down the types of tasks that are most suitable for automation and where human judgement is still needed. This part is useful for operators trying to understand where AI can help without weakening the member experience.9:57Using AI With Shared Team ContextThis section explores why individual AI tools are not enough for coworking teams. James discusses how shared inboxes, member history and team visibility can make AI more useful in day-to-day space managemen 15:04How AI Is Changing Coworking Software DevelopmentJames explains how AI is helping product teams move faster from operator feedback to working features. Viewers get a behind-the-scenes look at how coworking platforms may become more responsive to real business needs.17:44The Future Interface of Coworking Management SoftwareThe discussion moves into chat-based tools, AI assistants and simpler ways for teams to get answers from their software. James shares where traditional dashboards may still be useful and where conversational workflows could save time.20:46Making More Time for Member ExperienceJames talks about what becomes possible when community teams are less buried in admin. This part focuses on hospitality, presence in the space and the small moments that make members feel looked after.26:24Where Coworking Operators Should Be Careful With AutomationThe conversation covers the risk of removing too much human interaction from the space. James explains why some touchpoints should remain personal, especially when they affect trust, atmosphere and member relationships.28:07Why Human Judgement Still Matters in CoworkingJames gives examples of the everyday situations that software can struggle to understand, from booking conflicts to reading the mood of a space. This section is valuable for teams thinking about the line between efficiency and good hospitality.29:37Why AI Adoption Is Still Difficult for OperatorsThis part looks at why many spaces are interested in AI but unsure where to start. James discusses overwhelm, training, changing habits and the role software partners can play in making adoption more practical.31:25What Community Management Could Look Like in the Next Few YearsJames shares a grounded view of how the community manager role may evolve as AI handles more repetitive work. The focus is on a calmer, more proactive day where teams can spend more time supporting members.32:54The First Admin Tasks Coworking Spaces Should Stop Doing ManuallyJames gives a practical answer on where operators can begin. This section highlights the repetitive tasks that take capable community teams away from higher-value work inside the space.34:18AI, Mobile Habits and the Next Generation of Coworking TeamsThe closing discussion connects AI adoption with changing work habits, voice tools, mobile-first communication and younger teams entering the industry. It gives a broader view of how coworking technology may continue to evolve.

About James Brouard

James Brouard is a product, UX, and SaaS leader working at the intersection of flexible work, hospitality, and AI. As Co-Founder of Hamlet, he helps shape a platform used by coworking spaces and property groups to manage bookings, memberships, billing, and day-to-day operations.

Since launching Hamlet in 2018, James has led product strategy, UX, customer discovery, and delivery, working closely with designers, developers, customers, and investors to turn complex operational challenges into simple, practical software. His work is grounded in real operator needs, with a strong focus on usability, efficiency, and member experience.

He is also deeply engaged in the practical use of AI across product and operations, using modern tools to prototype ideas, refine workflows, support automation, and improve how teams work. His broader experience includes founding and leading digital and creative businesses across hospitality, SaaS, and experience-led brands, giving him a well-rounded perspective on how product, technology, and customer experience come together.

James is known for translating between business goals, user needs, and technical teams—bringing clarity, empathy, and execution to the design of better workplace tools and experiences.

Talk at CTW 2026

All session times are shown in UK time [UTC+1 | BST] (Europe/London).

Wednesday, Apr 229:00 AM UK time · 20 minSpace Management

Less Admin, More Human Work: What AI Will Change for Coworking Teams

Running a coworking space still involves a surprising amount of manual work: bookings, contracts, invoicing, follow-ups. But as AI becomes embedded into coworking software, that balance is starting to shift. Can AI enabled workflows save time for coworking teams?

In this session, James Brouard, Co-Founder at Hamlet shares how they see this evolution: what tasks are likely to disappear, what becomes easier, and what this means for the role of coworking teams. A conversation about where AI & automation creates real value, and where the human layer becomes even more important. And most importantly how teams can save time to spend with members.

Hamlet at CTW

Hamlet

Workspace operations, automated.

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