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Helping firms build responsible AI practice.

ASSUR.AI is a practical assurance framework for responsible AI use. Our members gain access to training, resources and practical support to build responsible AI practices. Demonstrate your achievements and earn the ASSUR.AI Trustmark.

HOW IT WORKS

A clear path to the ASSUR.AI Trustmark.

  1. Commit & learn

    Sign the Charter and complete our training to build your team’s understanding.

  2. Gather evidence

    Show how your business manages AI, supported by policies and practical records.

  3. Get assessed

    Receive an independent review and clear feedback on any gaps to address.

  4. Earn the Trustmark*

    Meet the criteria to become Assessed and display your Trustmark.

*Trustmark is awarded only after a successful assessment.

THE MEANING BEHIND THE MARK

Give clients something they can check.

ASSUR.AI is an independent Trustmark. We assess how you govern and use AI responsibly.

  • A clear standard

    Know what good looks like.

    Published criteria set out what your business needs to demonstrate.

  • Independent assessment

    Put evidence behind your claim.

    Your evidence is reviewed, with a final assessment decision made by a person.

  • Public verification

    Make your
    standing visible.

    Clients can check your status on the ASSUR.AI Trust Register.

WHY WE EXIST

Make responsible practice achievable.

ASSUR.AI is about applying a proportionate approach to responsible AI to small and medium-sized businesses. We focus on building practical capability and give you ways to demonstrate it.

This is a distinct offer. It does not replace legal responsibilities or ISO/IEC 42001 certification.

The case for proportionate assurance

ASSESSMENT

Get assessed to earn the Trustmark.

Members are encouraged to evidence their responsible AI practices and submit their work for assessment. The ASSUR.AI Standard draws on established frameworks and regulatory guidance. It is designed to be proportionate for businesses of different sizes.

Every business is assessed against the same criteria. And every assessment decision is approved by a human.

How assessment works

ACADEMIC FOUNDATION

Built on research.
Kept current.

The Charter and assurance framework were developed with AI researchers and experts at the Oxford Centre for Artificial Intelligence. AI changes quickly, so the ASSUR.AI Standard is reviewed as the technology, regulation and evidence develop.

Our academic partnership

THE EXPERTS

The people behind the Standard.

PROFESSOR NIGEL MEHDI

Professor Nigel Mehdi brings together expertise in technology, the built environment and professional standards.

A Fellow of Kellogg College, University of Oxford, and Professor in the School of Computer Science at the University of Birmingham, he is a chartered surveyor and urban economist, with a PhD in Real Estate Economics from the London School of Economics.

At Oxford, he teaches across the Software Engineering and Sustainable Urban Development programmes. Since 2018, he has served as Programme Director for the United Arab Emirates’ National AI Programme and its Foundations for Chief AI Officers programme.

His previous roles include membership of the RICS General Council and Chair of its UK Education Standards Board; experience shaped by how professions define, teach and uphold standards. At ASSUR.AI, he applies that perspective to one of today’s defining challenges: building greater confidence in how AI is understood, assessed and used.

Every member makes the same commitment to responsible AI.

Read the Charter