THE CHALLENGE
AI Can Generate What Is Plausible.
The Challenge Is Knowing What Is Relevant.
Today’s AI can generate convincing responses. But as AI becomes more involved
in real-world decisions and actions, a plausible response is not necessarily
the right response for a particular person, task or situation.
HOW iCOM BRIDGES THE GAP
Human Understanding Makes AI More Relevant.
iCOM brings human knowledge, judgement and real-world understanding into the way AI interprets a person, their needs, the task and the situation.
AI can generate multiple plausible answers. iCOM helps determine which, if any, are relevant to the person and situation.
FROM RESEARCH TO REAL LIFE
AI Should Be Tested Where Life Actually Happens.
The iCOM Experience Hub
iCOM’s Experience Hub brings technology into real-world environments to develop, test and validate human-centred AI beyond the laboratory.
PARTNERS & ASSOCIATES
Collaboration Strengthens What We Build.
iCOM works alongside a network of organisations and specialists, bringing together multidisciplinary knowledge, research and practical experience.
FROM AUTOMATION TO PARTICIPATION
AI That Evolves With the Role It Needs to Play.
iCOM’s capabilities can support organisations at different stages of their AI journey, from automating defined tasks to enhancing human performance and enabling AI to participate alongside people.
01
AI FOR AUTOMATION
AI does work for you
02
ENHANCED HUMAN PERFORMANCE
AI helps you perform better
User-aware
Context-aware
Performance-enhancing
03
AI AS A PARTICIPANT
AI works with you
Personalised reasoning
Contextual decision support
Active participation
WHERE iCOM CAN BE APPLIED
Human Understanding Matters Wherever AI Meets People.
iCOM applies human-centred AI thinking across industries where understanding people, context and real-world circumstances can lead to more relevant and trustworthy outcomes.
ENHANCED LIVING
Context-Aware Support for Everyday Life
AI that responds to people, their routines, needs and changing circumstances within real-world living environments.
HEALTHCARE
Personalised, Context-Aware Support
AI that considers the person, their needs and circumstances to support more relevant and trustworthy healthcare interactions.
EDUCATION
Adaptive, Human-Aware Learning
AI that considers individual needs, abilities and context to support more relevant and personalised learning experiences.
PUBLIC SERVICES
More Relevant Support for Complex Needs
AI that considers individual needs and circumstances to support more relevant and trustworthy interactions across public services.
EXPERIENCE ACROSS INDUSTRIES
Multidisciplinary Experience Across Diverse Sectors
A REAL-WORLD EXAMPLE
The Same Event. Different People. Different Contexts.
A fall at home may be detected as the same type of event. But what happens next may depend on the person, their needs, their circumstances and the situation around them.
EVENT DETECTED
A Fall Is Detected.
Technology identifies that an event has occurred.
HUMAN + REAL-WORLD CONTEXT
What Else Needs to Be Understood?
The person, their individual needs, circumstances, environment, available support and when human involvement may be needed.
RELEVANT RESPONSE
The Appropriate Response May Differ.
Depending on the person and situation, the system might support a different next step, such as checking in, seeking confirmation, involving a carer or escalating for human attention.
THE iCOM DIFFERENCE
What Is Relevant for the Person May Not Be.
Human knowledge and real-world context can help AI support more relevant, explainable and trustworthy outcomes.
FROM POSSIBILITY TO PRACTICAL APPLICATION
Start With the Gap Between Your AI and the People It Serves.
iCOM works with organisations to identify where human understanding, context and real-world validation are missing from existing or planned AI initiatives.
AI DIAGNOSTIC
Understand What Your AI May Be Missing.
iCOM’s AI Diagnostic examines the gap between what your AI can
technically do and what it needs to understand about
people, their needs, tasks and real-world context.
The goal is to identify what may be missing to support more
relevant, explainable and trustworthy outcomes
before moving into design, validation and implementation.
DISCOVER
Identify the Gap
Identify the human, contextual and operational gaps around the AI use case.
DESIGN
Define What Is Needed
Define the human knowledge, context, constraints and decision points the system may need.
VALIDATE
Test in Real-World Context
Test assumptions and behaviour in realistic environments and scenarios.
SCALE
Apply What Has Been Learned
Use the findings to support broader implementation across teams, users or environments.
HUMAN + AI
Exploring What Happens When AI Becomes Part of Human Life.
AI is moving beyond generating information and into decisions, actions and everyday experiences. Human + AI explores what that shift means for people, organisations and the future of human-AI interaction.
Bring Human Understanding Into Your AI.
Whether you're exploring a new AI initiative or improving an existing one, start with the challenge you're trying to solve and where human understanding, context or judgement may be missing.
Human understanding. Real-world context. Safer outcomes.