AI is not a technology problem; it's a leadership and accountability problem.
Partner in the Loop™ was founded on this belief. We are a UK-based strategic advisory firm dedicated to helping business leaders, boards, and senior executives integrate Artificial Intelligence into their organisations safely, strategically, and responsibly.
We are not an IT supplier or a vendor pushing a particular technology. We are your trusted business partner, ensuring that every AI initiative aligns with your governance frameworks, ethical standards, and most importantly, your commercial goals.
Our role is to be the "grown-up" in the AI conversation—cutting through the hype to focus on trust, safety, and measurable impact.
Why Leaders Trust Us
Independent & Outcome-Driven
We are vendor-neutral. Our advice is based solely on what is best for your organisation, your people, and your objectives. No hidden partnerships, no referral fees, no product sales.
Enterprise-Scale Experience
We've led AI Centres of Excellence at enterprise scale, giving us deep understanding of the practical challenges of large-scale AI deployment in regulated industries.
Fluent in Business & Technology
We bridge the gap between the boardroom and the server room, translating complex technical architecture into clear business strategy and risk management frameworks.
Pragmatic Governance
We convert abstract governance theory into working policies, controls, and management dashboards that provide real-time oversight and actionable insights.
UK & EU Expertise
Deep knowledge of the UK and EU regulatory landscape, including GDPR, ICO guidance, and EU AI Act, ensuring your strategy is compliant from day one.
Hands-On Technical Delivery
We don't just give advice—we roll up our sleeves and build AI systems that work. From RAG implementation to MCP server development, we deliver real solutions.
Our Mission
Our mission is to ensure that organisations stay in control of their AI. We do this by embedding ethics, safety, and robust governance directly into your business operations.
The result is AI that leaders can trust, employees can use effectively, and customers can believe in.
Meet Rich Bushnell
Founder & Independent AI Advisor
Rich Bushnell is the independent advisor behind Partner in the Loop™. With over a decade of experience in AI strategy, governance, and implementation, Rich helps leadership teams cut through the noise and make confident technology decisions.
Most recently, Rich served as Head of AI Centre of Excellence at SEFE Group, where he established the company's first AI CoE, engaged 200+ people across 9 AI domains, and partnered with Microsoft to roll out Copilot at enterprise scale while aligning governance with EU AI Act requirements.
Before that, Rich led the €30M Hive transformation programme at SEFE Energy, replacing legacy billing systems and introducing enterprise integration via Mulesoft. He also served as a Non-Executive Director (Technical) for Alps (Alkemygold Ltd), providing AI strategy and governance oversight for EdTech scaling.
Rich's Expertise
AI Strategy & Governance
Built SEFE's first AI CoE with governance frameworks aligned to EU AI Act. Expert in policy design, ethics, and board-level oversight.
AI Delivery & Adoption
Partnered with Microsoft for enterprise-scale Copilot rollout, saving €1M. Expert in intelligent automation, chatbots, and lifecycle management.
Technical Architecture
Hands-on development in Python, C#, JavaScript, and Go. Azure cloud architect with experience in RAG, MCP, and enterprise integration.
Education & Credentials
BSc (Hons) Physics, First Class Honours
University of Manchester
Certifications:
- • Microsoft Certified Trainer
- • Microsoft Certified Professional Developer
- • Applied TOGAF & Archimate
- • HOST 50 Tech Incubator
Languages:
English (native), Greek, German, French
Ready to Build an Accountable AI Strategy?
Whether you're just starting your AI journey or need expert oversight for existing systems, we're here to help you stay in control.