A clear role
People can see they are speaking to an AI guide and understand what it can help with. Urgent help routes stay visible.
Useful support. Clear accountability.
Trust is built
in the detail.
The right information, an understandable answer and a route to a real person. Those are the foundations of In Blue.
Knowledge with an owner
Each service agrees the sources, local information and review dates. Answers should make their sources easy to find.
People stay accountable
Named staff own service quality. Content changes, feedback and pilot results inform the next release.
Building on the Dorset experience
Ask Damian began as a fraud-guidance project developed with input from a Dorset Police fraud protection professional. The work included comparing web and telephone answers, refining the AI’s role and testing how it signposted people to official help.
That work gives In Blue an unusually practical starting point. It also shows why testing needs to continue as prompts, sources and technology change.
Read the existing Bridgit account of the Dorset project.
Evidence that helps us improve
We use structured scenario checks, feedback from people who try the service and operational review. We distinguish an interaction from an outcome: finding a link or receiving advice does not by itself prove that harm was prevented.
The original Dorset documents include detailed testing and candid findings. We are reviewing those against the new In Blue setup. Private reports and caller information are kept out of the public website.
Designed around public-service guidance
Our design draws on the UK Government AI Playbook, the AI in Policing Covenant and the ICO’s AI and data protection guidance. These inform our approach; they are not certifications or endorsements of In Blue.
From local support into the blue
In Blue is powered by Bridgit, developed by Upstream Outcomes Ltd. Bridgit’s existing footprint covers 60 UK local-authority areas, bringing experience of local information, different service needs and supporting people who may be unsure where to start.
We are extending that experience into a dedicated offer for police, fire and ambulance services, beginning with a carefully scoped pilot.
How each pilot is prepared
Agree the purpose and boundaries
Define the public need, service owner, human contact routes and what the guide can actually do.
Review information and data flows
Confirm content ownership, privacy information, supplier settings and appropriate retention with the organisation.
Test, review and learn
Use agreed scenarios and representative users, record results and keep a clear way to report problems.