We’re proud to announce that Huble has achieved ISO/IEC 42001 certification, the international standard for Artificial Intelligence Management Systems.
This certification represents an important milestone in our commitment to helping organisations adopt AI confidently, responsibly and securely. It provides independent validation that Huble has established robust processes for the governance, development and use of AI across our business.
Turning responsible AI principles into practice
AI is rapidly changing how businesses operate and engage customers. But as its capabilities and applicability grow, so does the need for effective governance.
For modern organisations, responsible AI requires more than principles or intentions. It demands clear accountability, effective risk management, appropriate human oversight and targeted processes applied consistently across the business.
ISO/IEC 42001 provides an internationally recognised framework for putting those responsibilities into practice. As such, achieving certification required Huble to demonstrate an effective AI management system; one that guides how we evaluate opportunities, identify and manage risks, monitor outcomes and continually strengthen our approach.
This includes processes relating to:
- AI governance and accountability
- Risk and impact assessment
- Responsible AI adoption and use
- Data quality, privacy and security
- Transparency and human oversight
- Monitoring, review and continual improvement
- Employee awareness and appropriate training
What this means for our customers
Our customers increasingly want to use AI across marketing, sales, service and wider front-office operations. As they do, they need confidence that new technology is being introduced thoughtfully, with appropriate safeguards in place.
ISO/IEC 42001 certification assures our customers that AI is governed systematically within Huble.
The services and solutions we deliver using AI are supported by defined controls, clear accountability and an ongoing process for identifying, assessing and managing risk.
It also strengthens how we help customers adopt AI, from identifying valuable use cases and preparing data to establishing governance and deploying AI responsibly in platforms such as HubSpot.
Certification doesn’t make the risks associated with AI simply disappear. But it does give us a recognised framework for assessing AI risk, and then making informed decisions about how best to respond.
It also gives us a disciplined way to strengthen that approach over time, as the technology and the regulatory landscape continue to evolve.
New worlds, safe hands
At Huble, our customer promise is “New worlds, safe hands.”
We help businesses explore new possibilities created by technology while providing the experience, governance and care needed to implement change safely. ISO/IEC 42001 is a natural extension of that promise.
It demonstrates that innovation and responsible governance can advance together. The greatest value from AI will come when organisations pursue both: moving quickly enough to seize the opportunity, while earning and maintaining the trust of the people affected by it.
As Rebecca Harris, Huble’s Chief Executive Officer, notes:
“AI is creating extraordinary opportunities for businesses, but sustainable adoption depends on trust. Organisations need to know that innovation is supported by strong governance, clear accountability and appropriate safeguards. “Achieving ISO/IEC 42001 certification is an important step for Huble. It validates the work we have done to embed responsible AI management throughout our business and reinforces our commitment to helping customers embrace new possibilities with confidence.”
Continuing to improve
ISO/IEC 42001 certification marks a key milestone in an ongoing journey. It commits us to continually reviewing and strengthening our AI management system as technology, risk and regulation evolve.
We will continue investing in our people, processes, and capabilities so we can help our customers use AI in ways that are valuable, responsible, and aligned with their business objectives.
For Huble, responsible AI is fundamental to delivering meaningful transformation and earning lasting trust.
Want to explore how your organisation can adopt AI responsibly across its go-to-market operations? Get in touch with the Huble team today.
FAQs
What is ISO/IEC 42001 certification?
ISO/IEC 42001:2023 is the international standard for AI Management Systems. It provides an internationally recognised framework for governing how AI is developed, evaluated and used — covering accountability, risk and impact assessment, human oversight, data quality and privacy, transparency, and continual improvement.
What does Huble's ISO 42001 certification mean for customers?
It gives customers independent validation that AI is governed systematically within Huble.
The services and solutions Huble delivers using AI are supported by defined controls, clear accountability and an ongoing process for identifying, assessing and managing risk — including when deploying AI in platforms such as HubSpot.
Which certifications does Huble hold?
Huble holds ISO/IEC 42001:2023 (AI management), ISO/IEC 27001:2022 (information security) and ISO 9001:2015 (quality management).
Does ISO 42001 remove the risks of using AI?
No. Certification doesn't make AI risks disappear. It gives Huble a recognised framework for assessing AI risk and making informed decisions about how to respond, plus a disciplined way to strengthen that approach as technology and regulation evolve.
