Helping boards and founders cut through the hype

Building capability, confidence, and value where AI truly adds value.

AI Ethicals is the independent advisory practice of Bob Booth. I help boards, investors and founders grow their business in the age of AI: safely, ethically and at pace.

After 30 years leading transformation, finance, procurement and technology across IBM, Accenture and Capgemini, I founded AI Ethicals to give organisations clear, independent guidance on where AI truly adds value and how to scale it with confidence.

I start with the business, not the technology. Strategy, customers, operations and people come first. Only then do we pinpoint where AI improves decisions, strengthens governance, boosts productivity or enables new business models.

Core services

• Independent Non Executive Director: governance, strategy and oversight with deep transformation and AI experience.
• Start-up and Scale-up Growth Advisory: strategy, go to market, capability build and AI enabled product support through:

I work with Boards, CEOs, investors, founders and leadership teams who need a trusted, independent perspective on business transformation enabled by technology and AI.

AI Ethicals

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