AI set to cut wait times for 273,600 residents in trial at South Norfolk and Broadland District Councils

South Norfolk and Broadland District Councils have just begun the implementation of an AI pilot project in conjunction with ICS.AI, designed to transform how over 273,000 local residents access council services - from the suburbs of Norwich to the heart of the Norfolk Broads.

The implementation of ICS AI’s technology plays a pivotal role in supporting one of the first local government reorganisations in East Anglia - the partnership between South Norfolk Council and Broadland District Council. Since 2018, the two authorities have worked under a joint management structure to streamline operations, improve service delivery, and boost efficiency.

Supporting their strategic plan to embrace new technologies and data to modernise operations, the councils will deploy AI-powered phone and web assistants, offering round-the-clock support to residents with everyday enquiries. The 12-month trial, supported by £750,000 from the Department for Levelling Up’s Future Councils programme, is expected to reduce wait times, improve satisfaction, and make council help available 24/7.

The project aims to tackle common frustrations faced by the public when contacting local government, such as long call queues or limited office hours, by introducing intelligent virtual agents that can handle routine enquiries quickly and efficiently, both online and by phone.

If successful, the technology could be rolled out permanently across both councils for an additional three years, as part of a broader strategy to modernise services and free up staff for more complex resident needs.

Corinne Lawrie, Assistant Director of Transformation and Innovation at South Norfolk and Broadland District Councils, said:

“We're committed to transforming the way we deliver our services making them accessible, responsive, and more efficient for our residents, whether it's checking bin days or enquiring about Council Tax, our residents will get the answers they need instantly – at a time that is convenient to them. By embracing this technology, we can continue to improve the way we engage and connect with our communities”

Martin Neale, CEO of ICS.AI, commented:

“We’re proud to support South Norfolk and Broadland District Councils in setting a new benchmark for public service AI. This is not about replacing people - it’s about improving accessibility and giving citizens the 24/7 service they rightly expect in a digital age.”

The pilot project, valued at £148,644, will be funded through the Future Councils programme and includes licensing, implementation, and managed telephony services. The councils aim to achieve a minimum of 20% call deflection, with ambitions of reaching 40%, in line with national benchmarks. If successful, this could lead to a broader rollout and cost savings over the long term in line with the successful implementation at other UK councils.

The service will be delivered through the G-Cloud 14 framework, ensuring the solution meets rigorous government security and performance standards. The system has been designed with privacy and data protection as priorities, ensuring all resident information is handled securely and in compliance with data protection regulations.

The results of the pilot will be reviewed in May 2026, with a decision on a full-scale rollout to follow. Residents will be invited to give feedback on the new service via council channels.

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