The AI trust mark · Built in Wales
Your clients are going to ask how you handle AI. Have the proof ready.
AI Aware is the trust mark for businesses that make informed, safe decisions about AI. Big buyers, funders and public bodies already ask suppliers about AI in tenders and questionnaires. We check your cyber security, your AI policy, your transparency statement and your leaders' training. When it all stacks up, you get a badge they can check.
25 Founding Member places. First come, first served.
Why now
The questions have already started
Tenders ask about AI
UK government bids now ask whether you used AI to write your bid, whether you checked it, and whether AI will be part of what you deliver.
Big companies set rules for suppliers
Large UK firms, BT among them, now expect suppliers to have an AI policy, train their staff and have a person check AI work.
EU clients have a legal duty
EU businesses have had a duty to build AI literacy since February 2025, and regulators can enforce it from August 2026. It covers people working on their behalf. If you supply EU clients, expect them to ask you for records.
of UK businesses have no formal written AI policy.
of people in the UK want businesses to say when they use AI.
of Welsh firms say their staff lack the AI skills they need. Across the UK it's 31%.
Sources: Startups.co.uk via UKTN (August 2026), Ipsos AI Monitor (June 2026), Lloyds Business Barometer (August 2026).
What the badge tells people
Buyers are asking about AI. This is your answer.
The badge shows you've done the groundwork and you're keeping on top of it. Here's what it tells a buyer.
Your leaders are trained
At least 80% of your leadership team has done AI awareness training (CPD, CQFW or equivalent), with dated records.
Your policy has been checked
We review your AI use policy against the ICO's guidance on AI and data protection.
You're open about AI
A "How we use AI" statement we've reviewed, so clients know where AI is used and where it isn't.
You meet the cyber baseline
You hold a current Cyber Essentials certificate, the UK's baseline standard for cyber security.
How it works
From application to badge in about 90 days
We're the checker. We review your evidence, tell you what's missing, and point you to the right help where you need it. We've made joining as easy as we can, whatever the size of your business.
Apply
5 minutesTell us about your business and your leadership team using the form below.
Onboarding call
Within a weekWe go through what you already have, what's missing, and confirm your fee.
Send your evidence
Up to 90 daysYour Cyber Essentials certificate, AI policy, "How we use AI" statement and leaders' training records. We check them and tell you what needs fixing. Missing something? We'll point you to the right provider. You can show a "Working towards" badge meanwhile.
Get your badge
Renewed yearlyCertificate with your member number, badge, brand pack and a public verify page your clients can check.
What's included
What you get as a member
Prove it
- Certificate with your member number, certified date and renewal date
- Public verify page and QR code
- Scope statement: what we checked and what we didn't
- Approved wording for tenders, proposals and your website
- Tender and questionnaire pack with eight model answers, including PPN 02/24
- Evidence checklist, and a buyer confirmation letter on request
- Signed commitments you can share with clients
Tell people
- Badge files and logo rules
- Email signature and website footer
- LinkedIn post and press release templates
- "How we use AI" statement template
- Directory listing and a LinkedIn welcome post
- Founding Member status for the first 25 businesses
Stay informed
- Monthly AI Aware update: what's changed, recent AI incidents and what they mean for you
- Quarterly webinar with a guest speaker
- Resource library with recordings and templates
- AI use, data and staff acceptable use policy templates
What you need to show us
Five things. We check every one.
Anyone can put a logo on a website. You bring the evidence and we check it. We don't sell you the fixes, so the badge means something.
Cyber Essentials
Show us a current Cyber Essentials certificate. Not certified yet? We'll refer you to a certification body who can get you there.
Leadership team trained
At least 80% of your leaders, or your top three tiers of management, have done AI awareness training that's CPD or CQFW accredited, or equivalent. Show us the dated records. Not there yet? We'll recommend training providers.
AI policy
Send us your AI use policy. We check it against ICO guidance and a named person confirms the result. No policy yet? We can draft one for an extra fee.
"How we use AI" statement
A short statement on your website saying where you use AI and where you don't. We review it before you go live.
Membership agreement
You agree to share the monthly AI Aware update with your leadership team and send someone to at least 3 of every 4 quarterly webinars, live or on catch-up.
The six commitments
We make informed, safe decisions about AI for our customers and staff.
That's the promise behind the badge. Every member signs up to six commitments, and a director signs them on behalf of the business.
1Human first
We think about how AI affects our customers and our staff before we use it, and we make decisions with their safety in mind.
2Informed
Our leaders have had AI awareness training, and we keep dated records of it.
3Safe
Our AI policy is clear about which AI tools our teams can and can't use, and we understand the risks to our data.
4Honest
We'll tell you where we use AI and answer your questions about it.
5Accountable
We stand by these commitments. If we let them slip, AI Aware can withdraw our badge and membership.
6Committed
We stay up to date. Our leadership team gets the monthly AI Aware update, and someone from the business joins at least 3 of every 4 quarterly webinars.
FAQs
Common questions
Who is AI Aware for?
Businesses and charities of every size, from sole traders to large employers. It's especially useful if you supply larger organisations or the public sector. If your team uses AI tools, or your clients are starting to ask whether you do, it's for you.
Does the badge mean we use AI?
No. It means you understand AI and make sensible decisions about it. Some members use AI every day. Some have decided to use very little. Both can be AI Aware.
How is this different from Cyber Essentials or Investors in People?
Each of those covers one thing. Cyber Essentials shows your systems are protected. Investors in People shows your people are well led. Disability Confident and the real Living Wage cover inclusion and pay. None of them say how you make decisions about AI. AI Aware does. It builds on Cyber Essentials rather than replacing it, so you'll need a current certificate to join.
How long does it take?
Most businesses get their badge within 90 days of their onboarding call. It depends on how quickly your leadership team can make the training dates.
What does it cost?
A one-off application fee, then a monthly membership fee, both set by your staff numbers. Charities and social enterprises get 25% off. Training isn't included, so you don't pay twice if your leaders are already trained. Use the calculator above for an estimate. We confirm your fee before you commit to anything.
Our leaders have already had AI awareness training. Does that count?
Yes, as long as it was CPD or CQFW accredited, or equivalent, and you have dated records. We check them at onboarding. If you're not at 80% yet, we'll recommend training providers.
Do we need Cyber Essentials?
Yes. It's one of the five things we check. If you don't have it yet, we'll refer you to a certification body, and you can show a "Working towards" badge while you get it.
What if a member doesn't keep to the commitments?
We check in with every member twice a year. If something's slipped, we'll give you the chance to put it right. If it isn't fixed, we can withdraw your badge and membership.
Is this a legal certification?
No. AI Aware is a membership and trust mark. It shows you hold Cyber Essentials, your leaders have had AI awareness training, you have an AI policy we've checked against ICO guidance, and you publish a statement we've reviewed on how you use AI. It doesn't certify that you comply with any law, and we're careful not to claim that it does.
Who runs it?
AI Aware is run by Ceri Davies, who has worked with businesses and charities across Wales on AI. We check your evidence, award the badge and run your membership. Where you need training or Cyber Essentials, we point you to providers.
Pricing
What it costs
A one-off application fee covers your checks and your "Working towards" badge. Then a monthly membership fee. Both are set by how many people you employ.
- Application fee
- £495
- Year 1 total
- £1,635
- Total over 3 years
Estimate only. Prices are shown without VAT and confirmed before you sign anything. The application fee is non-refundable once agreed.
Why we started AI Aware
Built in Wales, for businesses across the UK
We want AI awareness to be the standard every business works to, starting here in Wales.
Whether you use AI every day or hardly at all, it's already changing how your customers and staff work. The risks reach you either way. Taking the threat and the change seriously is the baseline, and AI Aware is how you show you have.
Apply
Claim a Founding Member place
Takes about five minutes. Applying doesn't commit you to anything.
- We'll be in touch within two working days
- Your onboarding call confirms scope and fee
- You only pay once you're happy to go ahead