Birmingham's Crimson expands AI apprenticeship opportunities as West Midlands tech sector continues to grow

As artificial intelligence and data-driven technologies reshape the workplace, one Birmingham-based company is making sure the next generation of digital professionals has the opportunity to build the skills employers need.

Digital transformation consultancy Crimson has opened applications for the latest intake of its apprenticeship Academy, offering aspiring technology specialists the chance to launch careers in AI, automation and data engineering while working on real-world projects.

Since the Academy was launched in 2019, Crimson has supported 33 apprentices through structured training programmes that combine recognised qualifications with practical experience. Many of those apprentices have gone on to secure consulting, technical and client-facing roles within the business, demonstrating how apprenticeships can provide an effective alternative to the traditional university route.

The timing is significant. The West Midlands has become one of the UK's leading technology regions, boasting the fastest-growing and highest concentration of digital companies outside London. As organisations continue investing in artificial intelligence, automation and advanced data solutions, demand for skilled professionals is increasing rapidly.

Crimson's Academy has been designed to help meet that demand by giving apprentices the opportunity to work alongside experienced Microsoft specialists on AI-powered transformation projects for both public and private sector clients. Participants gain valuable hands-on experience while developing the technical and professional skills needed for long-term careers in one of Britain's fastest-growing industries.

Cat Halstead, Change and Transformation Director at Crimson, believes investing in local talent has never been more important. 

Cat told That's Business: "The technology sector is evolving rapidly, particularly with the growth of AI and data-driven services, and we need to ensure people have opportunities to develop the skills required for these careers.

"Through the Crimson Academy, we're helping people gain practical experience, earn recognised qualifications and build successful careers in technology while contributing to meaningful transformation projects."

The Academy is currently recruiting for two apprenticeship pathways: Data Engineer Apprentice – Digital Native and AI Automation Apprentice – Digital Native. Both programmes are aimed at people taking their first steps into the technology sector, regardless of whether they have chosen not to attend university or are looking for a more practical route into employment.

Former apprentice Loren Thomas, who joined the Academy in 2020 as a Software Testing Apprentice, credits the programme with transforming both personal confidence and career prospects.

"My apprenticeship gave me the opportunity to grow both personally and professionally," Loren said. "It opened doors, broadened my experience and gave me the confidence to pursue a career I'm passionate about."

With applications now open, Crimson hopes to attract talented people from across Birmingham and the wider West Midlands who are eager to play a part in the region's thriving digital economy. As businesses continue embracing AI and automation, initiatives like the Crimson Academy are helping ensure the workforce develops alongside the technology itself.

AI Isn't Failing Businesses – Why UK Companies Need to Rethink AI ROI

AI Isn't Failing Businesses – Expectations Are.

Three-quarters of UK businesses now use AI, but only 31% report positive ROI. Discover why the issue may be expectations rather than the technology itself.

Artificial intelligence has rapidly become part of everyday business operations across the UK. From customer service chatbots to content creation tools, organisations of all sizes are embracing AI in the hope of boosting efficiency and profitability.

Yet new research suggests many businesses are struggling to see the returns they expected.

A survey of 500 senior decision-makers conducted by Studio Graphene found that over three-quarters of UK businesses are now using AI tools. 

However, only 31% reported seeing a positive return on investment, while fewer than half could clearly define what success from AI would actually look like.

At first glance, those figures might suggest AI is underperforming. But some industry experts believe the real problem lies elsewhere.

According to Angus Hay, CEO and Founder of Edinburgh-based AI agency Vereus, businesses may simply be measuring the wrong things.

Many organisations adopt AI with the expectation that it will directly increase sales, win new customers or generate additional revenue. While AI can certainly support these goals, Hay argues that its greatest value often comes from something far less glamorous: removing time-consuming administrative tasks from employees' workloads.

In many businesses, highly skilled professionals spend significant portions of their week on reporting, compliance, research, data gathering and other repetitive tasks. While necessary, these activities rarely generate revenue directly.

This is where AI can make a genuine difference.

Rather than replacing people, AI can automate many of these routine processes, freeing employees to focus on work that creates real value. More time can be spent serving customers, developing products, building relationships and driving growth.

Vereus has seen this approach deliver impressive results. One investment firm reportedly reduced a six-day intelligence-gathering process to less than two minutes. A rental business reclaimed nearly two weeks of manual reporting time during each reporting cycle, while a telecommunications company cut expansion costs by over £30,000 per month.

In each case, AI wasn't generating income directly. Instead, it was creating additional capacity for people to perform at their best.

Interestingly, separate research from KPMG suggests that 65% of UK businesses plan to continue investing in AI regardless of whether they can currently demonstrate a clear return on investment.

That may be because many business leaders instinctively recognise AI's potential, even if traditional ROI measurements fail to capture its true value.

Perhaps the most important question businesses should ask isn't "What will AI earn?" but rather "What could our people achieve if AI gave them more time to do what they do best?"

https://www.vereus.co.uk