Founding Purpose
Founding Purpose
AI Ethicals is the independent advisory practice of Bob Booth, helping boards, investors, and founders scale confidently and responsibly with AI.
In 2021, after a 30-year career as a Chartered Accountant in business and practice and senior roles leading transformation and technology across IBM, Accenture, and Capgemini, I founded AI Ethicals, my personal advisory practice providing non-executive guidance to boards and strategic support to start-ups and scale-ups.
“how do we grow our business in the age of AI: safely, ethically, and at pace?”
Bob Booth running the Digital Procurement World Hackathon in 2019
AI Points of view from 2014 to 2019
My journey into AI
My journey into AI
My work in AI began in 2014 when I co created Accenture’s future of procurement vision – an AI agent led model with a lean human footprint. At IBM in 2018 and 2019 I helped shape the Finance and Procurement Cognitive points of view.
By 2019, cases of bias in recruitment, credit scoring and policing were already signalling the need for stronger governance as AI moved into board level decisions.
That is why I created AI Ethicals – helping corporates, institutions and start ups grow profitably with safe, ethical AI.
What I do
What I do
At AI Ethicals, we don’t start with AI.
We start with your business
I focus on what truly drives value: strategy, customers, operations, and people. Only then I pinpoint where AI and technology deliver real impact: sharpening decisions, boosting productivity, or enabling new business models.
I help boards and start up founders to tackle real challenges, and deliver integrated transformation; applying AI at the right time, in the right way.
My role is to help you to connect the pieces – strategy, operating model, data, technology, and talent so innovation scales with confidence and governance.
The result is progress that lasts, not experiments that fade.
Bob Booth Speaking on AI at the House of Lords in 2024
Experience and Credentials
Experience and Credentials
Over three decades I’ve built and led $100 million-plus consulting and BPO businesses at IBM, Accenture, Capgemini and Basware.
Clients include PepsiCo, Unilever, Danone, BP, GSK, Compass and the UK Government, alongside high-growth start-ups across health, finance and technology.
“AI Ethicals exists to help leaders harness AI responsibly, making progress that lasts.”