Hi, I’m Jeff Watkins.
I’ve been in technology for over two decades, having seen the web, the cloud and other technologies change our world. I believe that Artificial Intelligence represents a generational opportunity to transform our nation, for both societal and economic progression. I founded NorthStar Intelligence to help make a difference in this space.
NorthStar Intelligence isn’t just a generic AI consultancy, it’s a reflection of what we believe in. We’re here to create AI that matters, led by a shared commitment to ethics, quality and care.
If you want to embrace AI responsibly and sustainably while delivering both business and customer benefits, that’s our DNA through and through.
Our Vision & Mission
AI that benefits everyone — useful, safe, and fair by default.
Our vision is simple: AI should earn its place through real-world value, be safe to deploy, and expand opportunity rather than concentrate power. We shouldn’t have to choose between innovation and ethical implementation, we should aim for both business and user benefits.
Our mission is to turn AI ambition into strategies and systems that work in the real world. Adopted by humans, governed with care, and built to last. Experiences that are joyful, and built to last.
AI should be for the benefit of all humankind and enhance the human experience, rather than replacing or degrading it. With that in mind, our three core values underpin all of the AI engagements we undertake.
Useful
Strategic use of AI that earns its place: measurable outcomes, real adoption, less theatre.
The key is knowing when to use AI, and when to use more traditional solutions.
Safe
Security, privacy, robustness, and governance are built in, tested, monitored, and owned.
We need AI that’s aligned to both organisational and human values, with appropriate safeguards.
Fair
AI should widen access and opportunity, not concentrate power, or be only for the few.
We design for inclusion, transparency, and accountable impact.
Our Values
Our Philosophy
What began as a passion for responsible and useful AI has evolved into something more, an underlying philosophy. We believe AI should earn its place through real outcomes, not novelty. That means evidence-led decisions and solutions people actually adopt. Built to be useful, safe, and fair, every single time.
Outcomes over Outputs
Strategies, policies, prototypes and platforms are only valuable if they show real-world results. Everything we do should be tied back to business and user needs, staying true to organisational values.
Evidence over Enthusiasm
“We think” is a great starting point but not a strategy, evidence beats all opinions. Assumptions need testing, risks need mitigating, so there’s no surprises. We design to measure what matters, rather than vanity metrics that look good on paper.
Adoption over Automation
If people don’t use it, it doesn’t exist. We design for realistic adoption, cultural change, and trust. We do this so AI just becomes part of how work gets done, rather than a bolt-on novelty.