Advertising firm Havas Media Network has formed a partnership with the charity Media Trust to launch a mentoring programme to help social mobility good causes “unlock the potential of artificial intelligence in their mission”.

Five charities are to receive support through the AI for Good scheme from Havas’s experts, to explore where “AI could add value and develop a clear roadmap for implementation”.

The Media Trust is supporting the programme’s delivery and recruitment, “drawing on its expertise in the charity sector and providing access to specialist AI training and resources tailored to charities’ needs”, said Havas.

Charities taking part will also have access to Media Trust’s AI training and resources.

Applications for the scheme open this week and chosen charities will be announced in December.

“Charities are embracing AI, but many still lack the skills, confidence and support they need to realise its full potential,” said Media Trust chief executive Su-Mei Thompson.

“Partnerships between businesses and charities are critical if we are to close the digital and AI divide.

“Through this partnership with Havas Media Network, five charities working to advance social mobility will receive practical, hands-on support to tackle real challenges and build their confidence to use AI to further their mission.”

Havas Media Network UK chief planning and strategy officer Emma Withington added: “We know all too well that social mobility in our industry remains lagging behind. As a media agency, we have a responsibility to contribute positively to the communities we reach.

“This partnership with Media Trust allows us to share our expertise in AI with charities doing vital work to improve social mobility. It’s important we’re not passive in the fight, that we're rolling up our sleeves and working alongside these organisations to create practical, lasting solutions."

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