IS THIS YOU?
"I need to be using AI in my business."
We often hear this from clients.
However, when we dig deeper, they don't have a specific purpose in mind - they're just afraid of being left behind.
Too many businesses are rushing towards AI in search of productivity or profit, only to destroy the very things that made them special in the first place.
Instead, we help you integrate AI in ways that enhance your people, protect your values, and strengthen what already works.
Our Story
Ethica began the way many good ideas do - with a conversation over coffee.
We’d just met with a business owner who felt stuck. He knew AI could help his business grow, and he was certain his competitors were already using it.
But he didn’t know where to start.
He and his team were experimenting with ChatGPT, yet he had nagging questions:
What data was being shared? Was anything sensitive going into public tools? Were the outputs accurate? And was generative AI even the right tool for the problems he was trying to solve?
The more he hesitated, the more anxious he became. Every new AI headline, blog post, or podcast reminded him that the technology was racing ahead - and he wasn’t.
As we talked it through, we realised he wasn’t alone. Many business owners were facing the same dilemma:
“How do we use this powerful tool responsibly, safely, and effectively?”
“And where do we begin?”
After many coffees, conversations, and years of experience working both with businesses and with AI, we built something we wished existed earlier - a human-centred, values-led approach to AI.
One that provides clarity. Reduces risk. And adapts to what makes each business unique.
ABOUT US
Our Team
Led by Will Zhang, co-founder of EmoEx, and growing out of our experience with the AI Health Innovation Hub, we've put together a network of specialists to help our clients.
Coming from varied backgrounds, including marketing, technology, healthcare, education and psychology, and with a passion for helping businesses grow, our team brings a unique perspective to AI.
Let's Talk
Ready to start your business’s AI journey or not sure if you’re on the right track?