Case Study
Why The AA is Investing in AI Leadership and Future Skills
Client profile
The AA is the UK’s leading motoring services provider, primarily known for its iconic roadside assistance and breakdown cover.
Beyond recovery, the brand offers a comprehensive suite of insurance, driving lessons, and financial services. With over 14 million members, the AA focuses on delivering "freedom from worry" through innovation, reliability, and unparalleled technical expertise.
The AA is on a mission to put Artificial Intelligence at the heart of its operations, driven by a simple yet powerful vision: Digital Convenience with Human Care. To ensure this succeeds, the organisation is taking a proactive step forward. Rather than simply adopting new tools, The AA is investing in the mindset of its leadership to re-imagine how the business works and how it serves its members.
The launch of the "Leading with AI" programme, delivered in partnership with Cambridge Spark, marks a pivotal moment in the company’s 3-5 year strategy. By bringing 40 of the organisation's senior leaders together to immerse themselves in the practicalities of AI, The AA is moving beyond the hype to build a future where technology and human empathy work hand-in-hand.
"I think AI will have a fundamental impact on how we do our business, and we have to really adapt what we're doing today to allow it to be used across our organisation in a way that it's it's accessible to all of our different teams. Having small pockets of AI will not deliver the outcomes that we need in the long term."
Antony Hausdoerfer, group CIO, The AA
Re-imagining the Customer Experience
For a brand built on trust, the "how" of technology is just as important as the "what." The AA's strategy is grounded in the idea that AI should make processes faster and simpler, allowing people to focus on what they do best: care, creativity, and connection.
During the launch session, Sarah Fuller (Chief Marketing Officer at AA) highlighted the intention to utilise AI as a means to automate repetitive tasks. By reducing this administrative burden, teams gain the space to focus on the innovation and personal service that makes the organisation special. As the strategy makes clear:
AI will change how we work, but not who we are.
Empowering "Educated Risk-Acceptors”
While the pace of AI development makes hesitation a liability, moving too quickly without a clear roadmap can be just as costly. Success lies in becoming 'educated risk-acceptors' who can navigate this shift with confidence.
Through the "Leading with AI" programme, The AA is transforming this mindset into a strategic advantage. Supported by the technical expertise of the Cambridge Spark team, this evolution allows the executive cohort to:
- Lead with Informed Authority: Reducing risk-aversion by building a deep, foundational understanding of AI literacy.
- Spot Functional Opportunities: Identifying exactly where AI can drive efficiency within specific departments, from Marketing to Data Analytics.
- Build Internal Capability: Ensuring The AA isn't just a buyer of AI, but a developer of long-term, internal expertise.
"AI technology is moving very, very fast and there is definitely a danger that if we don't move with the times, then we’ll fall behind."
Jason Cabral, CEO for AA Underwriting
Investing in the Future of Talent
This programme is more than a technical workshop; it is a signal to employees and future talent that The AA is an organisation that prioritises professional growth. Driven by the Future Skills and AI leadership teams, the "Leading with AI" initiative ensures the company is prepared to lead change effectively by building long-term, internal capability.
By combining the high-calibre academic environment of Cambridge with practical, actionable business goals, The AA is ensuring that its leadership is equipped to drive adoption across the entire organisation.
The Journey Starts Today
The recent sessions in Cambridge were just the beginning. As the executive cohort returns to the business, they carry with them the mindset and skills needed to bridge the gap between technical potential and human service.
As the team reflected during the launch, this is the moment the true journey into the future of AI begins, ensuring The AA remains as relevant and reliable for the next century as it has been for the last.
Watch the video above to see The AA’s leadership team in action during the "Leading with AI" launch.