AA launches AI apprenticeship with Multiverse in UK

The AA has partnered with Multiverse on an apprenticeship programme that applies artificial intelligence skills to day-to-day business roles, as employers across the UK increase investment in AI-related workforce training.

The initiative, called the AI for Business Value Apprenticeship Programme, is already running with two cohorts. Fifty AA employees have enrolled so far.

The AA characterizes the programme as a pillar of its broader AI strategy, internally defined by the principle of "Digital convenience with Human care." Rather than establishing a niche technical track, the initiative focuses on equipping individual contributors with practical, foundational skills.

Participants are already leveraging these competencies to evaluate performance gains across the business; in Customer Operations, for instance, AI-driven insights are currently being utilised to refine resource planning and bolster operational efficiency.

Skills programme

The apprenticeship focuses on hands-on training and the application of AI tools and methods to business problems. The approach starts with a smaller group while impact is measured, with scope to expand as internal demand grows.

Companies in insurance, automotive services and customer support have been testing AI systems across contact centres, forecasting and back-office processes. Many projects have faced challenges beyond technology, including data governance, change management, and the skills needed to apply AI safely and consistently.

Multiverse sells training programmes to employers and positions its offering around workforce upskilling in AI, data and broader technology adoption. It says it has worked with more than 1,500 businesses.

The AA operates roadside assistance and related services in the UK. It has about 2,700 patrols and says they attend an average of 9,000 breakdowns a day. The group also brokers motor and home insurance and offers services including driving instruction and vehicle maintenance bookings.

Operational focus

Early use cases centre on operational planning and efficiency. These areas often sit at the intersection of data quality, process design and frontline delivery, making them common early targets for AI projects.

Resource planning in customer operations typically involves demand forecasting, staffing models and scheduling. AI-based analysis can help identify patterns in demand and service performance, although organisations often need clear governance and oversight when integrating insights into operational decisions.

AA executives framed the programme as an investment in staff skills alongside continued technology deployment. Louise Benford, Chief People Officer, linked the move to how AI is changing workplaces and the need to keep people central in decisions.

"As AI continues to transform the way we live and work, we're choosing to embrace that change with ambition, clarity and care. Through this investment in our people and their skills, we will work with Multiverse to inspire colleagues across The AA with the confidence to work productively alongside AI, while keeping human judgment, creativity and care at the heart of every decision."

Nick Edwards, Group Chief Digital Officer, said the partnership aligns with a "responsible approach" to AI adoption and supports preparations for future working practices across the organisation.

"Our partnership with Multiverse supports our responsible approach to AI adoption, as we continue to use technology to deliver clear value and scale what works to remain always ahead. It also reflects The AA's ongoing commitment to preparing colleagues for the future of work, by equipping them with the technical skills, data fluency and cross-functional understanding needed to embed AI effectively."

Market context

Interest in apprenticeships and employer-led training has grown as businesses seek structured ways to build AI skills beyond specialist teams. Many organisations have struggled to move from pilots to broader use, in part because staff outside engineering and data functions often lack training in how to frame problems, assess outputs and integrate AI tools into existing workflows.

Multiverse founder and CEO Euan Blair said AI adoption depends on skills as well as technology, and linked the programme to the AA's customer proposition.

"The AA's commitment to 'Digital convenience with Human care' is a perfect mission-match for Multiverse. Real AI adoption only works when it is human-centric; we need to meet technology with skills to achieve meaningful results. We are proud to empower these 50 learners with the technical fluency and confidence they need to enhance the service they provide, ensuring that people remain at the heart of The AA's digital evolution."

The programme will start with a focused group and track business impact as it develops, with further cohorts likely if early work continues to produce measurable results across operations.