Using Advanced Data Analytics and AI to Solve Critical Problems in Service Operations Management and to Create a Self-Sustaining Operational Research and Development Capability
From workforce management to decision intelligence, one company made the leap – and brought AI along for the ride. Mona Ashok tells the story of a project that delivered impact, innovation and a whole new way of thinking.
Why AI? Why now?
Organisations are under intense pressure. Everyone wants faster, smarter, leaner services, but resources are tight and tech is changing rapidly. So, how can AI help?
Between 2021 and 2024, I co-led a knowledge transfer partnership (KTP) between the University of Reading and ActiveOps plc. It was funded by UKRI and received the highest possible rating of ‘Outstanding’ by their panel. Our goal was to turn years of untouched operational data into something powerful and profitable.
“Our goal was to turn years of untouched operational data into something powerful and profitable.”
The idea
ActiveOps, a global provider of decision intelligence software, had over 15 years of structured data. They saw a chance to do something bold: build AI competencies, supported by academic rigour, to turn this untapped resource into commercial value.
Making it happen: Bridging gaps in knowledge and practice
We had five key drivers:
- Make sense of historical data and unlock its value.
- Move the business from workforce management to decision intelligence.
- Build ethically governed and scalable in-house AI/ML skills.
- Embed AI into ActiveOps products.
- Prove that responsible AI can work in the real world.
Together, we created a self-sustaining insight and innovation team at ActiveOps. They’re now leading AI-driven product development, backed by solid governance and ethical oversight. In addition, I helped set up their internal AI ethics committee.
Real results, real impact
This wasn’t just a research project – it delivered real business value. During the KTP, ActiveOps saw a boost in annual recurring revenue, with more growth expected over the next few years. New AI-powered features were launched and are now part of their core offerings.
“During the KTP, ActiveOps saw a boost in annual recurring revenue, with more growth expected over the next few years.”
The company rebranded as a decision intelligence provider and changed how they work with clients – moving from tactical to strategic partnerships. They also invested in staff training, new AI/ML roles, and product development that aligns with ethical standards.
Sharing what we learned
I co-authored case studies and presented them at top events like the Social Sciences Impact Conference in Oxford and Henley Business School seminars. I gave keynotes and panel talks at ActiveOps’ annual conferences and a global Microsoft-hosted webinar about AI in service operations.
We also launched a white paper – The Future of Ops: How Will AI Reshape Service Operations? The project even helped shape the curriculum at Henley and fed into the World of Work Institute’s research on AI and automation.
What’s next?
I’m still working with ActiveOps as an independent member of their AI ethics committee. And we’ve just secured funding for a follow-on KTP to build a GenAI-powered decision-making capability.
“…we’ve just secured funding for a follow-on KTP to build a GenAI-powered decision-making capability.”
This partnership shows what’s possible when academia and industry collaborate, delivering measurable transformation, knowledge exchange and public value. At Henley, my research continues to explore how organisations can build AI that’s not just clever, but responsible, enabling us to shape responsible innovation and industry leadership.
Author
Dr Mona Ashok
Associate Professor of Digital Transformation
Dr Mona Ashok is an Associate Professor of Digital Transformation. Her professional and academic projects cover topics such as: innovation, programme management, research methodology, accounting and finance, AI and AI ethics, managerial and consulting.
See Mona's profile