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OUR CAPABILITIES

Human-centred AI

Design AI experiences that work for people, not just for the technology.

Human-centred AI

Human-centred AI is about shaping AI systems so they make sense in the human contexts they serve. 

By starting with what people actually need, how they behave, and the environment they operate in, you can match this with what AI can reliably deliver. The result is AI that fits naturally into its setting, delivers real value, and avoids the trap of adopting technology for its own sake.

Why human-centred AI

In a fast-moving AI landscape, it’s easy to get caught up in new features and hype. Without grounding in human needs and context, AI can create more problems than it solves.

Build trust in the technology

If AI systems don’t match how people work, decide, and trust information, they slow teams down or create unnecessary friction.

Get traction, not tech-debt

AI only delivers returns when people actually use it. By grounding AI in real problems rather than FOMO, organisations can drive adoption and deliver lasting impact

Safety and responsibility risks

Without deliberate design choices, AI can introduce bias, privacy risks, or behaviours that undermine organisational values.

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"AI should amplify human intent, not replace it."

Read our thoughts on designing AI with a focus on human progress

How we do it 

Context and motivation mapping

Understand the human needs, behaviours, and operating environment where AI will be used.

AI capability assessment

Identify what AI can reliably and meaningfully deliver in that context.

Relationship design

Shape how humans and AI interact to build trust, clarity, and efficiency.

Co-design and brainstorming

Involve stakeholders and users to create grounded, practical ideas.

AI inspiration sessions

Learn from examples of responsible, effective AI in similar contexts.

Responsible and safe design

Embed safeguards, transparency, and ethical principles from the outset.

Prototyping and testing

Explore solutions in low-risk settings before scaling.

Roadmapping

Provide a clear path for developing and integrating AI solutions over time.

Explore our other capabilities

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Accessible design

Design and build digital experiences that are accessible, inclusive, and aligned to WCAG standards; backed by practical guidance and thoughtful implementation.

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Customer experience

Create and improve services that work in practice across people, processes, and technology, reducing delivery risks and making change easier to implement.

Learn more