Building AI Confidence for Moray Businesses
Making AI Work for Your Business: How a half-day AI training session helped Moray business leaders move from hesitation to action.
Partner: Moray Chamber of Commerce | Industry: cross-sector (manufacturing, media, professional services, hospitality)
Services Provided: Introduce – A half-day introductory AI Training for business leaders.
Results Achieved:
- 100% of attendees rated the session 5 out of 5 (excellent)
- AI knowledge increased by up to 4 points on a 10-point scale
- Over half of the participants went from little or no clarity to a clear understanding of how AI could support their business
- Confidence in using AI tools rose across all attendees
The Challenge
Moray Chamber members recognised that AI was transforming the way businesses operate. Most didn’t know where to start. After a consultation with local business leaders in Moray, we identified several barriers blocking AI adoption:
- Limited understanding of what Generative AI actually is and how it works
- Uncertainty about which tools save time versus which add complexity
- Low confidence using AI tools in day-to-day work
- Concerns about risks, ethics, and data privacy
- No clear path from curiosity to practical use
Pre-session assessments showed most potential attendees rated their AI knowledge between 2-6 out of 10. Many had “no clarity yet” or only “a little clarity” about how to apply AI to get business results.
As one finance director put it: “I need a better understanding of how and where we could use AI within our business to assist with day-to-day tasks or specific projects.”
The Solution
Ethical Sales partnered with Moray Chamber to deliver practical, values-led training for their business members. The session provided:
- Non-technical explanations of how Generative AI tools work, making the technology accessible to sceptics and beginners
- Live demonstrations of practical business tools, including ChatGPT, Perplexity, and AI avatar technology
- Hands-on prompt-writing practice using a proven framework (context – task – style – audience) to get better results immediately
- Honest discussion of AI risks, ethics, and limitations. Featuring reliability, data privacy, bias, and shadow AI use
- Practical templates, including a starter AI policy framework that attendees could adapt for their organisations
Use cases spanned marketing, sales, HR, finance, and operations.
Implementation
On 30th September 2025, our Principal Trainer Corinne Thomas brought together 12 business leaders from established Moray businesses, including Pinefield Glass, Highland Galvanizers, Highland News & Media, and Walker’s Shortbread, for an intensive morning at the Chamber HQ in Elgin.
Corinne’s approach:
- Interactive opening to understand each person’s specific hopes for AI, creating a tailored learning environment from the start
- Live tool demonstrations showing AI in action for real scenarios—from fundraising applications to customer communications
- Structured prompt practice where participants tested new skills in real-time with immediate feedback
- Safe space for questions where sceptics and beginners could explore concerns without judgement
- Collaborative policy creation, helping each attendee draft their first company-wide AI policy before leaving
Corinne sought to balance theory with practice, giving participants both the understanding and the hands-on skills to take action immediately.
The Results
The impact was immediate and measurable:
Knowledge growth
- AI knowledge increased by up to 4 points on a 10-point scale
- Participants moved from ratings of 2-3 to 5-7 in four hours
Confidence boost
- Confidence in using AI tools rose across the entire group
- Several attendees moved from “very low” or “low confidence” to “moderate” or “high confidence”
Skills development
- Ability to write effective prompts improved by 1-3 points per participant
- Everyone left with practical frameworks they could use immediately
Clarity on application
- Over half went from “little or no clarity” to a “clear understanding” of how AI could support their business
- All attendees identified specific areas where AI could add value
Overall satisfaction
- 100% rated the session 5 out of 5 (excellent)
Participant Feedback
On clarity and confidence:
“From a real lack of understanding to a general outline that will now let me go dig deeper and have a dig on my own.” — Director, Glass Manufacturing Business
“I have gained a much better understanding of AI and how we can use it for our business. I’m excited to learn more and explore how to put it to good use and save time in the business.” — Moray Business Owner
On the training approach:
“Very clear presentation—posed good questions which caused both direct and lateral thinking. Felt relaxed in the session and could ask any questions without fear.” — Director, Multiple Retail Businesses
“Personal feel, suited to everyone in the room, time for questions, not made to feel silly for any questions.” — Moray Chamber of Commerce
On practical application:
“The overall knowledge of the subject is great, and it’s clearly explained. It’s helped plan for how we can use AI at our company.” — Manager, Food Manufacturer
“Built more confidence in how to create searches and refine these to achieve the document or help you are looking for.” — Director, Manufacturing Business in Elgin
Looking Ahead
This partnership proves that practical, values-led AI training can shift business leaders from hesitation to action in hours, not months.
Participants left with:
- Working knowledge of key AI tools
- Draft AI policies ready to share with their teams
- Confidence to start piloting AI in their organisations
- Clear understanding of where AI saves time and money
Ethical Sales continues to support Moray Chamber members and businesses across the UK through AI training and growth consultancy.
Does your organisation or business network need practical AI training that builds confidence and saves time on daily tasks? Book a consultation call with us to get started.