Focus Areas
At A Better Code, we recognise that responsible technology must be embedded in the real-world contexts where it is designed, built and deployed. We focus on critical domains – where technology’s influence is most profound and where responsible practices can deliver the greatest benefit.
Intelligent Systems & Automation
Artificial intelligence and machine learning are increasingly at the heart of modern technology ecosystems, driving automation and decision-making across sectors. A Better Code is committed to ensuring these systems are accountable, explainable and aligned with human values. We investigate the ethical development and deployment of AI, from predictive analytics to generative models and tackle issues of algorithmic bias, transparency and unintended consequences. Our approach supports companies in building robust governance structures, risk assessment protocols and continuous monitoring mechanisms to ensure automated systems remain trustworthy and beneficial.
We recognise that the integration of intelligent systems into business operations brings both opportunities and risks. As automation reshapes roles and responsibilities, it is essential that companies maintain human oversight and embed ethical frameworks throughout the AI lifecycle. By fostering a culture of accountability and openness, we help organisations navigate the societal impacts of automation, including job displacement and the need for clear decision-making accountability.
Connected Platforms & Digital Ecosystems
The rise of digital platforms and interconnected ecosystems has transformed how value is created and exchanged online. A Better Code works to embed responsibility in the design and operation of software, platforms and digital marketplaces. We address challenges related to user safety, content moderation and trust, recognising that platforms must balance innovation with the protection of their communities. Our work promotes transparency and fairness in e-commerce, gig economy and peer-to-peer marketplaces, ensuring that digital commerce operates with integrity and respect for all participants.
We also foster responsible innovation in the development and scaling of digital products and services. By encouraging companies to anticipate and mitigate risks-such as the spread of misinformation, exploitation of gig workers, or erosion of user privacy-we support the creation of digital ecosystems that are resilient, inclusive and capable of adapting to evolving societal expectations.
Smart Devices & the Internet of Things
The proliferation of connected devices and the Internet of Things (IoT) presents new opportunities and challenges for responsible technology. At A Better Code, we advance sustainability, security and ethical use in the design and deployment of smart devices. We examine the full lifecycle of these technologies, from sourcing and manufacturing to end-of-life and recycling, promoting practices that minimise environmental impact and support circularity.
Data privacy, user consent and the potential for surveillance or misuse are central concerns in the IoT landscape. We advocate for robust standards that ensure safety, accessibility and environmental responsibility, while empowering users to maintain control over their digital environments. By working with companies to address these issues proactively, A Better Code helps shape a future where connected devices enhance, rather than compromise, individual and societal wellbeing.
Digital Work & Workforce Technologies
The transformation of work in the digital age is profound, reshaping how individuals are recruited, managed and supported. At A Better Code, we examine the impact of AI-driven recruitment, algorithmic management and digital HR tools on fairness, transparency and worker wellbeing. Our work addresses the risks of bias, discrimination and exclusion that can arise from automated hiring processes, particularly when these systems are designed to prioritise scale over substance. We advocate for best practice in privacy, data protection and candidate experience across global workforces, recognising that responsible HR technology must serve both permanent staff and the growing number of gig workers.
HR technology is reshaping the landscape of work, opening up new possibilities for flexible, project-based and freelance arrangements. Our research explores how digital tools and platforms can support a more dynamic and inclusive labour market, attentive to the needs of both traditional employees and those engaged in the gig economy. At the same time, we examine the complexities and unintended consequences of high-volume, automated recruitment systems-particularly where they may overlook talent or reinforce existing barriers to entry. A Better Code is committed to advancing approaches that foreground transparency, fairness and the recognition of diverse career paths, working towards digital recruitment models that better reflect the varied ways people contribute to today’s workforce.