Empowering Ownership: AI's Impact on Employee Owned Businesses

From upskilling employee owners and unlocking creativity to strategic initiatives and ethical considerations, explore how eoa members including Purplefish and Riverford Organic Farmers are shaping the future of AI in the EO sector.

Image: Canva Photos

AI exists at the nexus of society, productivity, and the economy. Think of a pyramid, with each of these points occupying one corner; where’s best to place AI? 

This will, of course, shift from business to business but, overall, the dot representing AI will want to occupy a central position, balancing the need to boost productivity, enhance the economy, and provide a benefit to society. 

Simple in theory, but much more complicated in practice. 

There’s a good reason why AI has become one of the most discussed – and, indeed, divisive – issues currently facing businesses.

Some view it as an existential threat, a danger to jobs and the death knell for human resource, labour, and input. Others are more pragmatic, claiming it’s just another tool that simply needs to be managed with good policy.

Wherever you fall on this scale, suffice it to say that AI is more than a passing fad. Along with cloud computing, big data, and the internet of things, it’s driving the rapid evolution of the fourth industrial revolution. 

Unsurprisingly, then, businesses in almost every sector are reacting to the advent of artificial intelligence – whether that’s preparing to implement it, testing the waters with functionality, actively incorporating it in day-to-day operations, or banning it altogether – there’s plenty of questions to be asking. 

Perhaps the most important question to start by asking is how can AI be incorporated ethically into business? 

If you’re reading this, the answer probably won’t come as a surprise: employee ownership.

Riverford Organic Farmers: Innovating Sustainable Farming with AI

Riverford Organic Farmers, known as much for its commitment to organic farming practices as its employee ownership, has embarked on a transformative journey with AI to optimise agricultural operations while staying true to its values of sustainability and collective ownership. 

The Devon-based business’ foray into AI began with a strategic vision to enhance productivity and sustainability in organic farming. 

"AI is helping us optimise crop management, predict market trends, and improve logistics. These advancements are crucial for maintaining our commitment to sustainable farming practices,” says Charlotte Tickle, Riverford’s Director of People, Finance, and Change.

This integration of AI isn’t only about operational efficiency but also empowering their farmer-owners to make data-driven decisions that benefit both the business and the environment. 

Charlotte explains: "Our aim is to leverage AI to support our farmers in managing resources more effectively and reducing our environmental footprint."

Central to Riverford's AI adoption strategy is ensuring all employees – particularly the farmer-owners – are equipped with the necessary skills and knowledge. 

“We've invested significantly in training programs to familiarise our team with AI tools and applications. This includes workshops on data analysis and predictive modelling,” says Charlotte. 

Riverford views AI training as an opportunity to empower their farmer-owners with new capabilities that enhance their roles within the business. 

"By providing comprehensive training, we enable our farmer-owners to leverage AI effectively, thereby boosting their confidence in adopting new technologies."

As Riverford expands its use of AI, ethical considerations remain at the forefront of their decision-making process. 

Charlotte underscores the business’ ethical approach: "We are committed to using AI responsibly, ensuring that our practices align with our values of sustainability and transparency." 

This includes transparent communication with their farmer-owners about the ethical implications and potential impacts of AI in agriculture.

"By integrating AI into our farming practices thoughtfully and collaboratively, we aim to strengthen our commitment to sustainable agriculture and empower our farmer-owners to thrive in a rapidly evolving industry."

Purplefish: Transforming PR with AI and EO

Purplefish, a boutique, employee owned PR agency that transitioned to EO in March, has embraced AI to innovate its service offerings while preserving its commitment to creativity and strategic thinking. 

For Purplefish, AI represents a paradigm shift in how they approach PR campaigns. The agency's adoption is rooted in its goal to enhance efficiency and creativity in PR strategy. 

"AI tools have allowed us to streamline campaign management, analyse audience behaviour, and deliver more personalised client experiences. This enables us to stay competitive in a crowded market while delivering tangible results for our clients,” explains Lucy McKerron, Managing Director at Purplefish.

"AI empowers our team to focus on strategic thinking and creative ideation, rather than getting bogged down by repetitive tasks. It's about leveraging technology to elevate our service delivery."

At Purplefish, AI isn't viewed as a replacement for human creativity but as a catalyst for innovation and employee empowerment. 

"We encourage our team to embrace AI as a tool that enhances their capabilities. This approach fosters a culture of continuous learning and empowers our employees to explore new ideas and approaches,” says Lucy.

The agency has implemented training programs to ensure that all team members are proficient in AI tools and understand their strategic implications. 

"We've invested in training workshops that equip our employees with the skills needed to leverage AI effectively. This investment not only enhances individual skill sets but also strengthens our collective ability to deliver exceptional client service."

As Purplefish expands its AI capabilities, ethical considerations remain a priority. The agency has committed to ethical AI practices, ensuring transparency in how it uses data and algorithms to inform its campaigns. 

It’s an approach which builds trust with clients and reinforces its overall commitment to ethical business practices.

Looking ahead, Purplefish sees AI as integral to shaping the future of PR while maintaining their values of creativity and collaboration. 

"By embracing AI responsibly and empowering our team, we're well-positioned to innovate and lead in the PR industry,” says Lucy.

“It's about leveraging technology to amplify human creativity and deliver exceptional results."

In fact, Purplefish have recently released a whitepaper focussed on utilising AI without sacrificing the human touch.

Embracing AI: Amplifying Creativity and Sustainability

Across the many industries comprising the EO sector, adopting AI is becoming increasingly common. 

LUSH, the eoa member renowned for its commitment to ethical sourcing and environmental sustainability, is turning AI to amplify its creative and operational capabilities while staying true to its values. 

“We are still very much in the curious/exploratory stages of understanding the possibilities of AI, alignment with our Digital ethics at Lush and where it is appropriate (and not!) to support the business long term,” says Kirsty Barnes, Internal Comms & Leadership Support at LUSH.

“Our Digital team are actually in the process of developing a new Open Source digital policy which will be launched later this year which will include the results and

findings of our research so far, our position on using AI across the business including our ethical stance and we're planning for this to be launched alongside a full comms and training plan for our staff to introduce everyone to AI at Lush with important guidance.”

At John Lewis Partnership, the UK's largest and longest running EO business and a Trustee member of the eoa, AI adoption is seen as integral to staying competitive in the retail sector while maintaining the partnership's core values of fairness and inclusivity. 

"We know that artificial intelligence has the potential to help boost sales, customer satisfaction and efficiency and that it’s being adopted by businesses now,” says Chris Earnshaw, President of the John Lewis Partnership Council, and member of eoa Board.

“The Partnership is thoughtful about how we realise that potential in a way that's right for us and what it can bring that’s unique to our ownership model.  

“As a large organisation we are thinking about what the right governance looks like to allow us to experiment with AI safely and effectively that unlocks its value for customers and Partners.  

“We're also conscious of the wider societal interest and conversations about AI and as a co-owned business are thinking how we step forward with our Partners.”

Balancing Innovation with Ethical Responsibility

Across LUSH, John Lewis Partnership, Purplefish, and Riverford Organic Farmers, the narrative around AI in EO businesses converges on a shared commitment to harnessing technology for positive change. 

Whether it's enhancing customer experiences, empowering employees, or optimising operational efficiencies, these businesses demonstrate that AI's integration can be a catalyst for innovation while preserving the core values and benefits of employee ownership.

As AI continues to evolve, the challenge for EO businesses lies in striking a delicate balance between technological advancement and ethical responsibility. 

By prioritising transparency, employee engagement, and sustainable practices, these companies are setting a precedent for how AI can be leveraged to foster a more inclusive and prosperous future.

In essence, the journey of AI in EO businesses is not just about embracing technological change – it's about shaping a future where innovation and empathy go hand in hand, empowering both businesses and their workforce to thrive in a rapidly changing world.

I’m not sure about you, but that sounds like a world worth working towards.