It should work for good
AI shouldn’t just work
Big Risks, Real Visibility.
Practical Ethical AI Governance - from organisational Health Checks and real-world Stress-testing to Model Fitness, trust and ongoing oversight
What We Do
We help organisations assess, design, implement, and maintain ethical, inclusive, and trustworthy AI—across strategy, governance, operations, and their internal capability.
Our work sits at the intersection of culture, technology, and integrity, ensuring your AI serves people – not the other way around.
Whether you're looking to prevent harm, protect reputation, or embed lasting ethical practice, our services are built to help you lead with integrity.
Ethical AI Healthcheck & Governance:
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We assess how effectively an organisation is identifying and managing ethical AI risk across the lifecycle of its AI use. The Health Check looks at areas including bias, transparency and privacy, and provides a clear picture of strengths, gaps and priorities for action.
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We test governance arrangements against real or emerging AI use cases to see how they would work in practice. The Stress-Test looks at potential harms, safeguards, human oversight, escalation, accountability and who has the authority to pause or stop a use case when a boundary is crossed.
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We help organisations assess which frontier AI models are most fit for a particular organisation, use case and risk profile. The assessment looks beyond raw capability to consider reliability, safety, privacy, transparency, governance and operational fit, using independent evidence rather than provider claims alone.
Where relevant, the assessment can also include a Te Ao Māori fitness lens to test cultural competence, tikanga, data sovereignty and governance fit. description
Ethical AI Sounding Board:
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We provide an on-demand strategic advisory service providing independent expert guidance to help organisations navigate AI-related opportunities, risks, governance challenges and investment decisions with confidence and accountability.
AI Trust & Impact Review:
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We provide leaders and organisations with structured considerations to help understand the human, cultural, governance, reputational and societal impacts of AI so they can make informed, trustworthy and future-ready decisions before they commit.
Our Story
pAIsley Ethics grew from a shared vision, a deep friendship, and a belief that AI should be trusted, just, and inclusive.
At the heart of it all are Kerry Topp and Matthew Cheetham, two lifelong friends with a passion for ethical technology, governance, and the cultural power of AI.
But their journey didn’t just start with AI. It started with integrity, artistry – oh, and a shared love for Prince.
Over the years, they watched AI promise growth and efficiency, but also witnessed the unforeseen harm: systems that reinforced bias, lacked transparency, encroached on privacy and served power over people.
It reminded them of the very thing Prince fought against – abuse of power and trust, the loss of voice, and the fight for fairness.
How do we as leaders confidently harness the power of AI—driving innovation, competitive advantage, and profitability, ethically?
So they asked…
How can our businesses use AI ethically without causing harm, eroding trust, or reinforcing bias and exclusion?
What if AI wasn’t just ethical –
it was Just AI?
Enter pAIsley Ethics.
AI with integrity.
AI with soul.
Who We Are
Kerry Topp
Kerry brings deep cross-sector leadership experience at the intersection of technology, transformation, and culture. He helps organisations move from intent to action — building values-led strategies, trusted leadership teams, and governance systems that scale with integrity.
Kerry embeds relational leadership, Treaty partnership, and ethical foresight into the systems that protect trust, drive innovation, and sustain long-term success.
Matthew Cheetham
Matthew has worked for more than 25 years in Asia Pacific as an Intellectual Property Counsel and governance leader for some of the world’s leading technology companies.
Matthew has defended and guided companies whose brands are not just assets — they are existential. He understands the real-world pressures where AI ethics, IP ownership, and brand risk collide — and what’s at stake when organisations get it wrong.
Experts we can bring to the table
We’re proud to work alongside a network of trusted advisors who bring deep expertise, lived experience, and sector insight across critical domains. Together, we create spaces where ethics, equity, innovation, and inclusion intersect to shape better futures.
Each of these individuals brings a specific lens and a rich kete of experience. Their voices strengthen ours—and may be brought into engagements where our clients need or we believe their expertise can unlock greater clarity, confidence, and culturally grounded action.
Kim Gordon
With 30+ years in tech advisory, Kim leads across strategy, governance, procurement and legal domains. She’s ex-Managing Partner at Ara Digital and is currently an independent director on the boards of Accident Compensation Corporation, The Co-Operative Bank and Lotto NZ where she is also Deputy Chair. Kim is the current patron of Taitamariki Potentia, trustee for a charitable trust and Kaitakawaenga for Survivor Experiences Service. Born in Apia, of Samoan, Chinese, and European heritage, Kim leads with deep cultural and relational insight.
Richard McLeod
Richard is a leading human rights, immigration and refugee lawyer in Aotearoa New Zealand, and founding partner of McLeod & Associates. With over 25 years’ experience, he’s worked globally—from Amnesty International in London to refugee advocacy in Hong Kong. He led the landmark Zaoui case and founded Lawyers for Vulnerable New Zealanders.
Mike Hendry
Mike has led technology across global start-ups and major firms including Auckland Airport, Yellow NZ, and IBM. With expertise in software, e-commerce, and cybersecurity, he heads architecture, cloud, and delivery teams. Mike also cultivates partnerships to boost system resilience and digital maturity, driving secure, scalable, and future-focused tech outcomes.
Let’s Grab a Coffee
Whether you’re exploring a project, seeking advice, or simply keen to learn more about what we do, we’re always open to a conversation.
Fill in the form or reach out using the details below and we’ll be in touch soon.
Mobile / WhatsApp: +64 (21) 339 151
Email: kerry@pAIsleyEthics.com