Ethics & Responsible AI

AI That Works For Your People, Not Against Them

Principled development. Transparent processes. Measurable accountability at every level of our AI systems.

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Our Core Principles

Six Foundational Commitments

These principles guide every decision we make in developing and deploying AI voice agents.

We Keep It Honest

Transparency is the foundation of trust

  • AI Introduces Itself: Every agent starts calls with clear identification as an AI assistant
  • No Pretending: We never pass our agents off as humans. If you need a person, we'll connect you
  • No Hallucinations: If the answer's unclear, agents say "I'm not sure—let me get a human to help"

People Come First

Technology should enhance human capability, not replace human judgment

  • Simple Language: No jargon, no scripts. Agents communicate naturally and clearly
  • Built-In Escalation: Complex, sensitive, or urgent issues are handed to qualified team members
  • User Control: Callers can say "human" anytime to transfer instantly

Privacy Is Non-Negotiable

Your data belongs to you. We protect it like our business depends on it

  • GDPR by Design: We collect only what's needed and delete on request
  • Data Safety: All conversations are encrypted in transit and at rest
  • No Tracking Tricks: No secret recordings. No data sharing without explicit permission

Fairness & Bias Mitigation

Every caller deserves equal treatment regardless of accent, background, or circumstance

  • Regular Testing: We scan for biased responses and uneven treatment of callers
  • Diverse Training: Agents are trained on inclusive data across accents and backgrounds
  • Continuous Improvement: We update models when we find gaps or unfair patterns

Compliance & Security

Meeting regulatory standards isn't optional—it's the baseline

  • Industry Standards: We follow ICO and FCA guidelines where relevant
  • Auditable Logs: Complete conversation records for review and accountability
  • Configurable Boundaries: You set what agents can and cannot say in your industry

Open to Feedback

We're building for the long haul. Your feedback makes us better

  • Continuous Learning: We actively seek input from clients and end users
  • Rapid Response: Issues are addressed quickly and transparently
  • Community Driven: Our roadmap reflects real-world needs and concerns
Active Commitments

What We're Doing Right Now

Real-time initiatives ensuring responsible AI deployment across all our systems.

Transparent AI Identification

Active

Every interaction begins with clear AI disclosure

Human Oversight

Active

Qualified humans available for immediate escalation

Data Minimization

Active

Collect only essential information for service delivery

Bias Auditing

Ongoing

Regular testing across diverse user groups and scenarios

Regulatory Compliance

Active

Adherence to UK data protection and industry standards

Open Feedback Channels

Active

Multiple pathways for reporting concerns and suggestions

UK AI Thought Leadership

Contributing to Responsible AI Development

Industry Standards

Working with UK regulatory bodies to establish best practices for AI voice technology in business environments.

Community Engagement

Participating in AI ethics discussions and contributing to research on responsible automation in professional services.

Data Protection

Leading by example in GDPR compliance and privacy-first AI development for UK businesses and consumers.

Accountability in Action

Principles Into Practice

How we ensure our commitments translate into real-world responsibility.

Continuous Monitoring

  • Daily Performance Reviews: Automated systems monitor every interaction
  • Bias Detection: Machine learning models scan for unfair treatment patterns
  • User Feedback Integration: Real user experiences drive model improvements

Transparent Reporting

  • Monthly Ethics Reviews: Public summaries of ethical considerations
  • Incident Transparency: Clear communication when issues arise
  • Open Audit Trails: Complete records available for regulatory review

Continuous Improvement Through Partnership

We welcome your insights and observations. Every interaction informs our commitment to responsible AI development.

Ethics concerns are prioritised and reviewed by our senior leadership team within 24 hours.

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