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STORY IN BULLETS
- The AA has partnered with Cambridge Spark to launch a Leading with AI Programme to accelerate AI capabilities across leadership teams.
- 140 senior leaders will participate across three cohorts from December 2025 to early 2026.
- The AA’s AI approach is grounded in its commitment to balancing digital convenience with human care, investing in innovative technologies to remain always ahead and reimagine every customer experience.
FULL RELEASE
4th December 2025, London –
The AA today announces that it has partnered with Cambridge Spark, a specialist education technology company, to launch its Leading with AI Programme, a three-month course designed to accelerate AI capabilities across its leadership teams.
Approximately 140 of The AA’s top leaders will take the course across three cohorts, starting in December 2025 and early 2026. The programme, which is accredited by Cambridge Judge Business School, includes case studies, expert lectures and peer discussions. It will enable leaders to implement AI-enabled transformations that make processes faster, simpler and better, empowering the business to focus on enhancing and innovating its customer proposition.
As AI reshapes how people live and work, The AA is committed to remaining always ahead. This programme reflects the organisation’s investment in introducing AI innovation responsibly, guided by strong governance, human oversight and colleague support.
The Leading with AI Programme is a significant investment in The AA’s AI-first leadership capability and builds on the company’s strong record of AI innovation. This includes strategic implementations across Roadside, customer service and Driving School operations. The programme will further empower leaders to identify opportunities, drive innovation and deliver enhanced services for members.
Louise Benford, Chief People Officer, The AA, commented:
“We are delighted to partner with Cambridge Spark to help equip our leaders to thrive in an AI-enabled world. We are committed to backing every colleague with the right skills, mindset and tools to thrive in an AI-enabled world. This partnership is a major step in further accelerating AI adoption across The AA, ensuring our leaders have the confidence, capability and understanding to drive meaningful transformation.”
Nick Edwards, Group Chief Digital Officer, The AA, commented:
“AI is reshaping the way we work, serve our members and build the future of roadside assistance. This programme reflects our commitment to introducing AI responsibly, guided by strong governance, human oversight and a focus on improving colleague and customer experiences.”
Dr. Raoul-Gabriel Urma, CEO and Founder of Cambridge Spark, commented:
“We’re delighted to be partnering with The AA on this significant AI leadership development initiative. Their long-term commitment to responsible innovation aligns closely with our mission at Cambridge Spark.”
“The Leading with AI programme we have designed together combines technical insights with practical leadership application, ensuring leaders have the capabilities needed to drive a meaningful, organisation-wide AI transformation. A key part of this is developing the confidence to understand and navigate AI-related risks and enabling leaders to make informed decisions.”
“Strengthening AI confidence and capability within senior leadership is one of the most effective ways to accelerate innovation and deliver incredible outcomes for both colleagues and customers. We’re very proud to support The AA on this journey.”
ENDS
About Cambridge Spark
Founded in 2016 by Dr. Raoul-Gabriel Urma, Cambridge Spark is one of the largest digital skills education providers in the UK. It helps businesses upskill their workforces in AI and data skills through immersive, practical, and educational programmes and has worked with household-name firms across various industries. In 2024, it was listed in The Sunday Times 100 of the UK's fastest-growing companies.
About The AA
The AA is the UK’s leading provider of roadside assistance, serving 14 million members with approximately 2,700 patrols attending an average of 9,000 breakdowns daily. The AA’s mission is to create confidence for drivers now and for the future — anticipating drivers’ needs since 1905 and striving to be always ahead.
The AA provides services across its roadside businesses, from AA Driving School and BSM to DriveTech, the leader in driver education. In addition, AA Smart Care provides bookings for MOTs, maintenance, service and repairs in AA-certified garages. AA Cars is a trusted vendor of used cars with free history checks and breakdown cover. The AA’s insurance broker offers motor and home policies across a diverse panel of underwriters, including the AA’s in-house underwriter, supported by AA Financial Services and Accident Assist. The AA continues to invest in connected car innovation and digital services.
For more information, please contact:
The AA
Harry Cameron, Senior Managing Director at Teneo
aa@teneo.com / +44 20 7427 5494
Cambridge Spark
Abigail Leachman, Head of Marketing Operations
abby@cambridgespark.com