In this interview, we speak to Mercedes Grant FIEP, Head of Programme for GRoW Lambeth, and Claudine Adeyemi-Adams FIEP, founder of Earlybird AI, about their exciting collaboration to support women in Lambeth. Funded by the London Borough of Lambeth, the project integrates Earlybird’s AI technology to enhance participant support and streamline processes.
Q: How did Earlybird come to be involved in the Lambeth project? Is this the first time Belina GRoW and Earlybird have worked together?
Claudine: We’ve admired the work Belina GRoW has been doing for a long time. Their dedication to supporting parents—particularly mums—and their holistic approach to employment support really align with our values. This is our first formal collaboration, and it’s incredibly exciting to bring our AI-powered tool into the mix to help strengthen the programme. We were brought in as part of their commitment to embracing new, innovative ways to better serve their participants, and we’re thrilled to support their work with parents in Lambeth.
Mercedes: Claudine and I first met at an IEP conference in 2022, and I’ve been keen to work with Earlybird ever since. Their focus on creating tools to make employability support more effective resonated with me. When the opportunity arose to incorporate their technology into our Lambeth project, it felt like the perfect time to work together.
Q: What role does Earlybird AI play in the project, and how will it be used to support participants?
Claudine: Earlybird AI’s role is central to streamlining the onboarding process for participants. Our AI voice-powered tool captures essential professional and personal information about the participants, which helps Belina’s frontline staff understand their individual circumstances more deeply. The tool allows staff to gather insights efficiently and securely, making it easier to tailor the support each person receives whilst reducing the administrative burden of entering data into systems. This means that from day one, every participant is more likely to get the specific assistance they need to overcome barriers and enter the workforce and Belina Grow’s frontline team can be far more productive.
Mercedes: The system has been a game-changer. It’s helped us gather richer data quickly and in a way that feels natural for participants. Women on the programme feel heard, which is so important when they’re taking that first step back into work or training. It’s made the process smoother for everyone involved.
Q: What are the benefits of using Earlybird’s technology in the Lambeth project?
Claudine: The main benefit of our AI technology is that it allows the GRoW team to save time and resources while still delivering high-quality, personalised support. By using our voice-powered tool, staff can focus more on direct engagement with participants rather than administrative tasks. The technology captures crucial data in a conversational, user-friendly way, meaning participants feel more comfortable sharing their challenges, as well as the critical data required for reporting to commissioners. This richer data set means more targeted support, which in turn can lead to better outcomes for both the participants and Belina’s programme.
Mercedes: It’s allowed us to focus on the human side of our work. The technology takes care of the back-end tasks, freeing us up to work directly with participants. It’s also given us a clearer picture of what each person needs, which helps us tailor our support more effectively.
Q: How do you see AI helping women in Lambeth overcome barriers to employment?
Claudine: AI has the potential to level the playing field, especially for women who face multiple barriers to employment, such as childcare responsibilities, lack of recent work experience, or limited digital skills. By using AI to quickly and accurately assess their needs, we can match them with the right resources, training, or job opportunities faster. For instance, if a woman is struggling with confidence or mental health, our tool can flag this early, so she gets the right kind of support without any delays. I believe AI will help create more tailored, accessible pathways for women to re-enter the workforce in Lambeth.
Mercedes: AI is helping us be more responsive. For many women, the idea of re-entering the workforce can feel overwhelming. By streamlining the process and focusing on their individual needs, we can provide support that feels manageable and empowering.
Q: Why is this project particularly important to both GRoW and Earlybird?
Claudine: This project is exciting because it’s about empowering parents, particularly women, who’ve been out of work for various reasons, to re-enter the workforce and gain economic independence. For Earlybird, it’s an opportunity to see our AI making a real impact. We’re not just building technology; we’re helping people overcome barriers and achieve sustainable employment.
Mercedes: For GRoW, it’s a chance to explore how technology can enhance the support we already provide. It’s not about replacing what we do but complementing it. This project is important because it’s about giving women in Lambeth the tools and confidence to take the next step toward independence.
Q: Mercedes, you’re currently completing the IEP Award in AI for Employability. How is that helping you in your role?
Mercedes: The course has been a fantastic opportunity to reflect on how we’re using Earlybird’s technology and think about how to maximise its potential. It’s given me a deeper understanding of AI’s capabilities and how it can fit into our broader approach. It’s also helped me identify ways to make the system work even better for the women we support.
Q: What are you most looking forward to as the project unfolds?
Claudine: I’m excited to see how this partnership transforms the way support is delivered to participants. The impact I hope to see is twofold: for the participants, I want them to feel that they’re truly understood and that the support they receive is tailored specifically to their needs. For the Belina team, I hope our technology helps them free up time to focus on what they do best—providing high-quality, compassionate support to those who need it most. Ultimately, I hope we see more parents empowered to re-enter the workforce and achieve economic independence.
Mercedes: I’m looking forward to seeing the women on our programme thrive. It’s always rewarding to watch someone gain confidence and start to believe in themselves again. If Earlybird’s technology can help us do that more effectively, then it’s a win for everyone involved.
Q: Is partnership important to this project?
Claudine: Absolutely, partnership is key to this project’s success. The synergy between Belina and Earlybird is fantastic. Belina brings a deep understanding of the challenges these parents face and a wealth of experience in employment support, while Earlybird brings cutting-edge AI technology to enhance that offering. Together, we’re creating a powerful combination that’s going to make a real difference for the participants. I’m incredibly proud of this partnership and excited about what we’ll achieve together.
Mercedes: Partnership is key. This project wouldn’t work without the collaboration between GRoW, Earlybird, and the London Borough of Lambeth. It’s about bringing together the right people and resources to make a real difference for the women we support.
Belina GRoW CIC 
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