Work
Rolls-Royce
Building trust in artificial intelligence
It took more than just a leap of faith for the Wright Brothers to sustain the first powered flight in 1903. It required having absolute trust in the thing that propelled them skyward. It has been our ability to not just create new technologies – but to control and master them – that has pushed humankind forward. So is the need with Artificial Intelligence.
We worked with Rolls-Royce to brand and explain The Aletheia Framework™, its toolkit for guiding the practical application of ethical AI projects. A framework that’s so useful, the company made it freely available to everyone.
The challenge
While the use of AI technologies has already led to countless breakthroughs in the worlds of healthcare and business, it remains a tool with vast untapped potential – limited by the lack of trust many have in it. Will the AI be accurate, true and fair? Is it being operated well, such that it leads to good outcomes for the people it is supposed to serve? Will it stand up to the same ethical scrutiny that we are expected to apply to ourselves?
As an industrial technology company that has been using AI for many years, Rolls-Royce has worked through these important questions. This experience culminated in The Aletheia Framework™ – a toolkit that creates a new global standard for the practical application of ethical AI.
As a long-standing partner, Rolls-Royce turned to Chapter One for support in readying the framework for its public launch.
The work
Our work began with the development of a distinct visual identity for The Aletheia Framework™. A new sub-brand was designed that brought together the framework’s three principal areas of focus – Social Impact, Accuracy/Trust, and Governance – to create a recognisable kitemark for trustworthy AI.
In addition, our team produced a range of content that would make the framework’s functionality and potential use cases clear, thereby maximising its adoption by the organisations and companies that could benefit from its use.
Brochures, worksheets and infographics were developed in both print and digital formats, together with examples of how other organisations had successfully applied the framework to their own AI projects. A series of videos, for use across the Rolls-Royce website and social channels, were also produced to unpack the Aletheia proposition, guide its use, and demonstrate the value it has already delivered in other industries.
The impact
Since it was published, The Aletheia Framework™ has steered the deployment of AI projects in a wide range of sectors, including oncology, music and education. Feedback from users and the AI community has been excellent, and Rolls-Royce continues to develop and refine the framework, releasing updated versions of the tool.
