AI for Good

Why AI for Good

Good causes do not always have the enterprise budgets they deserve.

Organisations tackling climate change, poverty, health inequality and social justice are often under-resourced, sporadically supported and operating in isolation. Too often, building a better world means confronting stubborn real-world obstacles – above all, a shortage of capital.

Braidr’s AI for Good is an initiative that directly expresses our belief that data and expertise should drive positive change. It is also our way of helping to address the shortage of resources and expertise faced by the causes and campaigns we believe in, and which increasingly need all the help they can get.

Upstream, is the first of these quartely initatives, with our good friends and storytelling partners Fieldcraft Studios.

Read about AI for Good View Dashboard

Joe McLewin 24th March 2026

schedule 4 MINS

upstream.

where the

problem

starts.

Upstream is a joint research and storytelling initiative from Fieldcraft Studios and Braidr — breaking antimicrobial resistance (AMR) out of its scientific echo chamber and into the real world, where it’s already moving through our rivers and seas.

Antimicrobial resistance is when bacteria that cause infections have learned to resist the antibiotics designed to treat us. Already present in UK waterways it enters through sewage discharge, agricultural runoff, hospital waste and pharmaceutical pollution, and has the potential to make common infections harder – or impossible – to treat. AMR is killing more people globally than malaria and HIV together. It is the silent crisis in our water. And yet the public are barely aware of it.

You cannot frighten people into caring about something they’ve never heard of. You have to make them feel it first. The missing piece isn’t scientific capability. It’s public communication at scale.

We put Braidr’s AI-powered analysis to work, data science in action to see how water users across the UK think, speak and behave online. Surfers. Wild swimmers. Paddleboarders. Sailors. Kayakers. Anglers and more. Communities already in the water, already exposed, but largely unaware of AMR.

Read the full story

Our Latest LLM-Powered Research

Awareness of AMR is virtually non-existent.

Our T.R.I.B.E. platform reads digital conversations at scale – using LLM models to turn raw data into structured insight about who these communities are, what they believe and where they gather.
Across thousands of conversations, spanning ten communities and more than 6.2 million combined members, the most consistent finding is also the most alarming:

Awareness of AMR is virtually non-existent.