Welsh tech firm launches AI champion programme to drive responsible adoption

max taylor - journalist

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Outsourcer and software provider Target Group has launched an internal AI Champion programme as it looks to accelerate responsible adoption of artificial intelligence across its Welsh workforce and wider business.

The programme brings together employees from across Target who will identify practical uses for AI within their teams, test new tools and workflows, and share best practice.

The initiative is designed to help employees use AI to improve efficiency and quality while building confidence around the technology and ensuring its adoption is managed responsibly.

The programme forms part of Target’s wider AI strategy, which has already seen the company develop AI-powered tools including employee virtual assistants, chatbots and systems that analyse customer interactions.

Its contact centre technology uses AI and machine learning to summarise customer conversations, monitor interactions and provide live guidance to agents, with the company applying lessons from its own operations before introducing new capabilities to financial services clients.

Target, which is part of Tech Mahindra, says the approach allows new AI applications to be tested in real-world environments before being deployed in the highly regulated financial services sector.

The AI Champion programme will continue to develop throughout the year, with the Cardiff-based business using the initiative to identify further opportunities to improve employee experience, increase operational efficiency and support innovation for its financial services clients.

Target has almost 50 years’ experience working across banking, financial services and insurance, providing business process services and proprietary software covering areas including mortgages, lending, savings, investments, payments and collections.

Through its fintech platform, the company manages more than £21bn in assets, helping financial institutions automate complex loan and investment processes.

Emma-Jane Williams, learning and development partner at Target, said: “Successful AI adoption isn’t just about technology. It’s about giving people the confidence, skills and support to use it effectively in their everyday work. We’re really proud to introduce our new AI Champion programme, which is designed to create energy, build confidence and help colleagues feel supported to explore AI in a practical way.

“We’ve already hosted our first engagement session, which has been a fantastic start, providing plenty of ideas, curiosity and a shared ambition to make AI a natural part of how we work. I’m really grateful to the business for being forward-thinking with this initiative and thank my colleagues for stepping forward to take part. We are excited to see the impact this will have throughout Target.”

Melanie Spencer, growth director at Target, adds: “Our AI philosophy has always been about enhancing the human touch, harnessing this powerful technology to support the work of our talented colleagues and improve service. Our AI Champions initiative is a great example of this and our commitment to really understand the technology, its capabilities and, importantly, its role within a highly regulated industry. We are already seeing fantastic use cases and real efficiencies throughout the business, both internally and externally, and I believe it is thanks to putting in that necessary groundwork first and having those real-world insights into the solutions and services we deliver.

“Many businesses are understandably keen to embrace AI. However, in highly regulated sectors such as financial services, success depends on strong governance, operational expertise and a clear understanding of regulatory expectations. By combining these foundations with the right technology and partnerships, organisations can innovate with confidence while maintaining the high standards expected by customers and regulators.”