It should work for good

AI shouldn’t just work

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 unforseen 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.


What We Do

We help organisations 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.

Preventing harm before it happens:

  • We establish AI frameworks that prevent bias, ensure transparency, support privacy and prevent unethical decision-making before systems go live.

  • We rigorously analyse AI models to detect and eliminate hidden risks that could cause reputational or ethical damage.

Protecting people, profit, and reputation:

  • We ensure AI is built with fairness, transparency, and accountability—so it benefits everyone, not just the privileged few.

  • We help businesses integrate ethical AI in a way that drives long-term growth while avoiding PR disasters.

  • We design AI governance structures that prevent trust-destroying AI failures – because once trust is lost, it’s hard to regain.

Embedding just & inclusive AI in business DNA:

  • We integrate Indigenous knowledge and social justice principles into AI governance, ensuring voices are heard.

  • We educate executives, product teams, and developers on how to build AI responsibly from the ground up.

  • AI evolves – so should its ethics. We provide ongoing oversight to ensure AI remains fair, transparent, and aligned with business goals.

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, Kims 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