ETHICRITICAL®
It's all about trust.
Our Ethical Impact Assessment provides a structured and measurable starting point for AI initiatives and projects. It presents the right questions to guide your work towards responsible, well-governed outcomes and strengthen stakeholder trust in your organisation.
ETHICRITICAL® – Comprehensive and efficient AI risk assurance
The AI assurance framework that helps organisations identify, prioritise and manage ethical, governance and AI-related risks before they translate into operational, regulatory or reputational failures.
Many organisations are considering or rolling out AI initiatives. However, critical aspects such as AI-related risks are often overlooked in the early stages of design and deployment. When these issues are addressed late, they typically require significantly more time, cost and organisational effort to remediate than if they had been considered upfront.
What is ETHICRITICAL® and why it is different:
ETHICRITICAL ® is a structured AI assurance framework and service helping organisations examine how responsibly their AI and digital systems are conceived, governed and used in practice, in line with emerging regulatory, governance and assurance expectations.
It goes beyond abstract “AI ethics”. Instead, it focuses on practical operational risks such as data bias, governance weaknesses, accountability gaps and unintended consequences for staff, customers or citizens.
ETHICRITICAL ® translates responsible AI into a structured, measured assessment and improvement roadmap that helps organisations surface risks, evaluate controls, and prioritise actions to strengthen alignment with internal and external requirements, including regulatory obligations — providing a consistent way to measure the strength and coverage of their AI risk controls.
How ETHICRITICAL® works:
ETHICRITICAL® applies a structured, measured approach to responsible AI: we define scope and context, gather relevant evidence, and measure AI initiatives against our maturity framework and a multi-dimensional classification model (taxonomy) covering all dimensions.
The taxonomy provides additional depth where required, enabling both high-level assurance and more detailed analysis, before findings are translated into a prioritised improvement roadmap.
Who ETHICRITICAL® is for:
ETHICRITICAL
® is designed for organisations that are already using, or preparing to deploy, AI in operational or decision-making contexts.
- It is especially relevant to risk, audit and governance leaders seeking structured AI assurance.
- It supports digital, data and transformation leaders who want to drive AI adoption responsibly and with confidence.
- It is suited to both public sector bodies and regulated private organisations, where AI use can directly affect stakeholder trust and organisational reputation.
- It helps leaders gain clarity, structure and evidence around AI risk and responsibility.
- It is aimed at organisations that treat AI as a serious operational capability, not a side experiment.
Benefits of ETHICRITICAL®:
ETHICRITICAL ® provides a structured way to measure and understand AI risk, rather than relying on assumptions or informal judgement.
- It helps organisations surface blind spots in governance, data bias, accountability and decision-making.
- It supports stronger alignment with internal controls and external regulatory expectations without undermining innovation.
- It gives leaders a clear, prioritised improvement roadmap grounded in evidence, not opinion.
- It strengthens stakeholder trust and organisational reputation in how AI is deployed and governed.
- It enables more confident, evidence-based decisions at board, risk and programme level.
If you would like to explore how ETHICRITICAL ® could apply to your organisation or AI initiatives, please get in touch to arrange a no-obligation discussion.
Case Study: Responsible AI in Education
It's all about trust!
Interested in adopting an "Ethical by design" approach? We are here to help!
Contact us to discuss how our detailed and comprehensive Ethical Impact Assessment will help reduce your reputational risk and improve trust in your brand.
