UKAI appoints Centropy PR as agency of record
UKAI, the UK trade association for the AI industry, has appointed Centropy PR as its agency of record. The partnership centers on policy influence, media visibility, and support for British AI businesses as the sector matures and scales.
Representing companies from early-stage startups to industry leaders, UKAI ensures member voices are heard in policy. The group works closely with the UK Government and regulators to help AI policy fuel innovation and growth across the country.
Why this matters for comms leaders
Policy is now a core pillar of AI positioning. UKAI serves as a bridge between policymakers and the AI community, creating a structured channel for feedback on legislation, programmes, and initiatives-including sessions with Secretary of State for Business and Trade Peter Kyle MP and Darren Jones MP, the Chief Secretary to the Prime Minister.
For PR and communications teams, this is a clear signal: earned media, policy input, and stakeholder engagement are converging. Being fluent in both the news cycle and regulatory priorities is a must. For context on current direction, see the UK Government's pro-innovation approach to AI regulation on GOV.UK here.
What Centropy will deliver
- Media strategy and journalist relations to secure consistent national and trade coverage.
- Event support to elevate policy and industry moments on the calendar.
- Policy guidance to align messaging with regulatory priorities and business outcomes.
Founded in 2017, Centropy works with FTSE and Nasdaq-listed tech brands, operating from London and San Diego with a global team of 20 PR specialists.
Recent momentum
UKAI's policy work includes sessions with senior government figures, providing a platform for industry feedback and collaboration. The focus is practical: create jobs, drive growth, and help UK-based AI companies compete globally.
What they said
Tim Flagg, CEO, UKAI: "As the UK's AI sector matures, our globally respected institutional and professional foundations give us a unique opportunity to build trusted, responsible AI and lead in the areas where the UK can genuinely compete, making a strategic communications partner essential to telling that story to media and policymakers. The Centropy team have demonstrated outstanding media connections, a deep understanding of the news cycle and policy expertise, landing us major media opportunities within the first few weeks of working together."
Steven George-Hilley, CEO, Centropy PR: "UKAI sets itself apart from other industry associations by genuinely championing the mission of British companies of all shapes and sizes. Britain has some of the finest AI talent in the world and we look forward to working with Tim and UKAI members across the UK to take this message to market."
Practical takeaways for PR and comms teams
- Map policy to product: tie your media narrative directly to measurable business outcomes and public interest benefits.
- Prepare spokespeople for policy-led interviews: short proofs, data points, and a clear ask for government.
- Build an always-on earned engine: commentary on sector developments, regular op-eds, and issue-based briefings.
- Run a policy + media calendar: sync regulatory milestones with story angles, case studies, and events.
- Measure what matters: quality of coverage with policymaker reach, message pull-through, and stakeholder engagement.
- Anticipate scrutiny: align on standards, safety, and ethics talking points before the spotlight hits.
If you're strengthening team capability in this space, explore AI for PR & Communications for hands-on resources that support media strategy and policy communications.
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