David Edmundson-Bird is Principal Lecturer in Digital Marketing and Grow AI RAI Lead in the Centre for Enterprise at Manchester Metropolitan University, responsible for developing good practice in the responsible use of AI in SMEs. He lectures in SEO, digital strategy and eCommerce at all levels. David has worked in senior roles in the digital sector (opening Manchester’s 2nd web design agency in 1995) as well as spells in academia. He consults for SMEs providing training, coaching, and mentoring in AI, digital marketing, and eCommerce themes. He delivers Digital and AI practice learning for SMEs as part of the national Help to Grow programme as well as the Grow AI and Challenge AI programmes, where he has been part of the team developing the UK SME RAI Charter. He is co-author of Pearson’s Digital Business & eCommerce Management with Dave Chaffey and Tanya Hemphill.