Exeter Labs

Product company of AIR APAC

Judgment instruments.

Software for the decisions people still make. Built and operated in house, each line with a status and a date.

Ready to talk? Send the decision you need to make to hello@exeterlabs.com. We reply with a scope and a timeline.

Talk to us Try The Friday file
The decision workbench An illustrative precision instrument. Observation, counter-evidence and a constraint arrive at a human decision dial. Two paths remain visible: proceed with limits, or hold and verify. The selected path leads to a record dated 7 October 2026, with its reasoning and three sources attached. EXETER LABS / INSTRUMENT 01 The decision workbench EL / 01 01 / OBSERVATIONEarly signalSOURCE CHECKED 02 / CONSTRAINTVerify before scale 03 / COUNTER-EVIDENCEConflicting signalKEEP THE DISAGREEMENT HUMAN JUDGMENTOne question. Two paths. Proceed with limits Hold & verify DECISION RECORD Your decision.Evidence is ready for review. Proceed with limits REASONVerify before scale. EVIDENCE3 sources attached REVIEWED / 07 OCT 2026 ILLUSTRATIVE DECISION / REASONING RETAINED

Evidence becomes a choice. The reasoning stays attached.

  1. Evidence arrives
  2. Uncertainty is visible
  3. A person decides
  4. A record remains

AI can write the report. People still decide. Exeter Labs builds the software for that second part: practice, evidence and a record.

In one 2023 study, consultants without AI reached the right recommendation 84.5% of the time. With AI, 60% and 70.6%. The AI-assisted answers read as more persuasive, including the wrong ones.

Source: field study, 2023, one task. Full list on the Method page.

What we build

5 product lines

Every screen below is demo data. Old Harbour, Hanbit Robotics, Grace, Juno and Northwind are authored examples, not clients.

01

StepSim

LiveUpdated

Teams practise decisions in a business simulator, then talk them through with a trainer. Three practice cases, one record each.

What the trainer sees

AI can write a report or suggest a plan. People still decide what to check and what to do. StepSim is where teams practise exactly that. The trainer gets each person's record to lead the discussion. Certification needs a separate assessment, never practice. StepSim is an AIR APAC initiative, built and operated by Exeter Labs.

stepsim.com
Product vision
StepSim futuristic facilitator dashboard. The Friday file. Published synthetic group counts and illustrative room decisions. StepSim The Friday file / Northwind Retail CONCEPT / SAMPLE Group Records Debrief Actions E THE FRIDAY FILE / FACILITATOR VIEW What the group did. Read the route. Compare the decisions. Lead the discussion. SYNTHETIC RUNS, NOT PEOPLE Juno’s flawed advice used 9 of 66 flawed pieces offered 0 50 100 Likely range 7–24 in 100 Juno’s flawed advice pushed back on or set aside 30 of 66 flawed pieces offered 0 50 100 Likely range 34–57 in 100 Juno’s sound advice pushed back on or set aside 33 of 156 sound pieces offered 0 50 100 Likely range 15–28 in 100 FROM A RECORD TO AN ACTION THE ROOM Trainer-led 01 02 03 04 Record → decisions → question → action SAME CASE / DIFFERENT DECISIONS A Went live with limits B Held Friday and kept the pilot running C Went live Friday as Juno proposed D Handed the decision to Grace ONE QUESTION / ONE AGREED ACTION Where did Juno’s saving figure come from, and did anyone ask? Before relying on an AI figure, ask which sample it came from. Owner: Operations lead By: 31 October ASPIRATIONAL INTERFACE / ILLUSTRATIVE RUNS STEPSIM / VISION 03 EXETER LABS / PRODUCT VISIONS THE FRIDAY FILE · FICTIONAL BUSINESS CASE
StepSim · Facilitator view · Synthetic runs, not people
Product vision
StepSim futuristic decision record. Participant A, an illustrative practice route: opened Kavitha’s complaint, pushed back on Juno’s saving figure and went live with limits. StepSim The Friday file / Northwind Retail CONCEPT / SAMPLE Group Records Debrief Actions E THE FRIDAY FILE / PARTICIPANT A Your decision, in order. An illustrative route through Northwind Retail’s Friday rollout. PRACTICE RECORD WHAT YOU CHECKED / WHAT YOU SENT 1 01 / OPENED Kavitha’s complaint The resolved case was not resolved. 2 02 / PUSHED BACK Juno’s saving figure Asked what the pilot sample covered. 3 03 / SENT TO GRACE Go live with limits The decision is recorded with its route. THE AI ADVICE YOU CHALLENGED 86% Juno’s confidence Juno Northwind’s AI assistant “Go live on Friday in all five markets.” Authored advice, not your assessment result. BRING THE RECORD INTO THE ROOM What would have changed your mind? Read each person’s route before the outcome. Practice never awards certification. ASPIRATIONAL INTERFACE / ILLUSTRATIVE RUNS STEPSIM / VISION 03 EXETER LABS / PRODUCT VISIONS THE FRIDAY FILE · FICTIONAL BUSINESS CASE
StepSim · Decision record · Illustrative practice route
Product vision
StepSim futuristic consequence view. Two fictional illustrative runs: go live with limits, or go live Friday as Juno proposed. Process and outcome are shown separately. StepSim The Friday file / Northwind Retail CONCEPT / SAMPLE Group Records Debrief Actions E THE FRIDAY FILE / CONSEQUENCE VIEW Three months later. Two illustrative runs. Read what was done, then what followed. ILLUSTRATIVE RUNS RUN A / GO LIVE WITH LIMITS RUN B / GO LIVE AS JUNO PROPOSED FRIDAY WEEK 5 MONTH 3 FRIDAY WEEK 5 MONTH 3 310 cases held Arnel’s team took the cases the system would have closed. A new case type arrived in week five. The limits put a person in its path. ! Closed by ResolveAI A case type the pilot never saw arrived. Grace heard from a customer first. Kavitha Raj’s case still reads resolved. PROCESS AND OUTCOME / READ SEPARATELY 01 The process What you checked and decided 02 The outcome What followed, including chance A strong process can still meet a bad outcome. Use the route to lead the debrief. ASPIRATIONAL INTERFACE / ILLUSTRATIVE RUNS STEPSIM / VISION 03 EXETER LABS / PRODUCT VISIONS THE FRIDAY FILE · FICTIONAL BUSINESS CASE
StepSim · Three months later · Two illustrative runs
Product vision
Tourism Room: Lantana City / Old Harbour. Aspirational dashboard using illustrative data. Tourism Room Lantana City / Old Harbour CONCEPT / DEMO Overview Partners Results Actions E LANTANA CITY / OLD HARBOUR Old Harbour Local Discovery Fictional programme workspace · on track, with evidence gaps. OLD HARBOUR DEMO RECORDED REFERRALS 1,240 Valid handoffs, not unique visitors CONFIRMED PURCHASES 286 Voids and full refunds excluded LINKED BUSINESS RECEIPTS $18,640 Net of recorded refunds · demo USD EVIDENCE RECONCILIATION 82% RECONCILED Reconciled purchases 235 Awaiting reconciliation 51 Businesses with purchases 10 / 12 DRAFT RECOMMENDATION Change Owner: Maya Chen · Day-90 review PARTNERS & OFFERS / SCHEMATIC LANTANA CITY Harbour House Hotel Harbour Bakery Lantern Route Co. Salt & Clay Studio Night Market WEEKLY LINKED RECEIPTS / DEMO USD $1,188 → $2,340 1 July → 2 September 2026 ILLUSTRATIVE WORKSPACE EXETER LABS / VISION 02 PRODUCT VISIONS / EXETER LABS ASPIRATIONAL UI · SAMPLE DATA
Tourism Room · Old Harbour demo · Fictional programme

02

Tourism Room

LiveUpdated

Tourism Room helps local businesses earn more from the visitors already here. Find. Connect. Measure. No commission.

Who keeps the booking

Tourism decision intelligence by Exeter Labs. Businesses keep their booking channel and Tourism Room takes no commission. Individual results are not published or ranked.

tourismroom.com
Product vision
Decision Room: Hanbit Robotics / North America. Aspirational dashboard using illustrative data. Decision Room Hanbit Robotics / North America CONCEPT / DEMO Brief Signals Gate Record E HANBIT ROBOTICS / NORTH AMERICA Hire a US sales lead now? Korean industrial robotics · pre-scale validation · authored example AT RISK · 3 / 5 CLEARED READINESS 72 / 100 Authored readiness model CAPITAL STAGED $180K $28K committed to pilot SIGNAL QUALITY 3.6 / 5 12 signals in the ledger SCALE GATE 3 of 5 Two conditions remain READINESS TRAJECTORY FOUR WEEK VIEW 80 60 40 45 W01 55 W02 64 W03 72 W04 SCALE CONDITIONS VALIDATION BEFORE SCALE Economic proof 1 / 2 · second signal needed Commitment depth 4 / 2 · cleared Demand quality 68 / 60 · cleared Validated ICP Cleared Channel proof Not validated EVIDENCE LEDGER / AUTHORED SIGNALS Midwest manufacturer pilot 8.8 CONFIRMED Ohio integrator demo 7.2 WATCH Texas distributor follow-up 6.1 WATCH NEXT GATE Second economic proof + validated North America channel ILLUSTRATIVE WORKSPACE EXETER LABS / VISION 02 PRODUCT VISIONS / EXETER LABS ASPIRATIONAL UI · SAMPLE DATA
Decision Room · Hanbit Robotics · Authored example

03

Decision Room

Demo · by requestUpdated

A shared workspace for one decision: which market, partner, sector or investment to back next. One question, one evidence threshold, one decision owner.

Eight variants, one product

Eight variants of one product, from trade promotion to investment attraction.

Request a demo
Product vision
AI Data: Health Check / Knowledge engineering. Aspirational dashboard using illustrative data. AI Data Health Check / Knowledge engineering CONCEPT / DEMO Sources Graph Assess Review E HEALTH CHECK / KNOWLEDGE ENGINEERING Can your data support AI? Quality, ownership, permissions and provenance before an AI build. SCOPED ENGAGEMENT AI SUITABILITY CONDITIONAL Sample posture · named fixes required REMEDIATION 30 / 60 / 90 Roadmap with named owners KNOWLEDGE GRAPH Connected People · projects · documents READINESS GATE CONDITIONAL SAMPLE POSTURE Data owner Named Permissions Review needed Provenance Receipt linked Freshness Update path Evaluation set Required ENTERPRISE KNOWLEDGE GRAPH LINEAGE VISIBLE Knowledge layer Documents Customers Policies Suppliers Projects Emails People DATA READINESS WORKFLOW Discover Sources + owners → Assess Quality + permissions → Transform Clean + enrich → Unify Knowledge layer → Mobilize Data + retrieval ILLUSTRATIVE WORKSPACE EXETER LABS / VISION 02 PRODUCT VISIONS / EXETER LABS ASPIRATIONAL UI · SAMPLE DATA
AI Data · Concept preview · Illustrative data

04

AI Data

Scoped engagementsPer engagement

We prepare enterprise data so AI systems can use it safely. Before you build AI, find out whether your data can support it.

Health check, graph, operations

Three scoped engagements:

  • AI Data Health Check
  • Knowledge graph
  • Managed AI data operations
Ask for a scope
Product vision
Built for AIR APAC: AI Readiness Scorecard / External signals. Aspirational dashboard using illustrative data. Built for AIR APAC AI Readiness Scorecard / External signals CONCEPT / DEMO Score Signals Cohort Method E AI READINESS SCORECARD / EXTERNAL SIGNALS What can your market see? The Scorecard reads external AI-readiness signals. All results here are illustrative. ILLUSTRATIVE SCAN EXTERNAL AI READINESS 65 / 100 Illustrative result · Developing SOURCE CONFIDENCE 6 / 9 Medium · sources detected READINESS LAYERS 03 Footprint · talent · strategic intent SIGNAL DETECTION REPORT Cloud Detected ERP Detected AI talent density Detected IT generalists Detected Hiring Not detected AI narrative Detected Strategic commitment Not detected External signals, not an audit. Illustrative scan. Not a certification. AI READINESS SCORECARD / LAYER SCORES 78 / 100 Digital Footprint 64 / 100 Talent Capacity 56 / 100 Strategic Intent COMPETITOR COHORT A B C D E F G H Same sector. Same market. Compare visible signals. ILLUSTRATIVE WORKSPACE EXETER LABS / VISION 02 PRODUCT VISIONS / EXETER LABS ASPIRATIONAL UI · SAMPLE DATA
Built for AIR APAC · AI Readiness Scorecard · Illustrative scan
AI Readiness Scorecard mobile concept: illustrative score 65, Developing, medium confidence, and Digital Footprint, Talent Capacity and Strategic Intent layers. Not a certification.
Scorecard · Illustrative

05

Built for AIR APAC

Certification openAIRS-J/1 v2.0 effective

AIR APAC measures, publishes and trains. Exeter Labs builds and operates the software under that work. A showcase, not a sale.

See it on airapac.org
Index, Scorecard, course, certification

What AIR APAC publishes, and the findings, belong to AIR APAC. Nothing here is sold to an organisation that AIR APAC measures.

  • AI Readiness Index and Pulse

    The data pipeline behind both. The Pulse is published every quarter and every year.

  • AI Readiness Scorecard

    Free on airapac.org. 15 minutes, no account.

  • L1 course tooling

    Behind AIR APAC's free L1 AI fluency course.

  • StepSim certification tooling

    Certification under AIRS-J/1 v2.0 is open. A certifying result needs a separate assessment, never practice.

How judgment is measured

AIR APAC publishes the Standard. Exeter Labs builds the instrument. Scoring is code, not opinion.

One Standard

AIRS-J/1 v2.0, published by AIR APAC. Nine dimensions, four domains, levels 0 to 4. Effective 5 October 2026.

Deterministic scoring

The scorer is code applying a case's rules to an event log. No language model grades, labels or counts evidence.

Evidence, counted

A reading rests on the decisions a person made, in order, under time pressure. Not on what they say about themselves.

Practice is not assessment

A practice record is for development. A certifying result needs a separate assessment. AIR APAC issues it.

Read the Standard on airapac.org More on the Method page

How we work

  1. Scope

    We agree one question, one decision owner and one evidence threshold. Nothing is built before that.

  2. Build

    We build it and run it. The product stays ours to operate.

  3. Run

    Every line carries a status and a date. You see what changed, and when.

  4. Test

    Every release is played by synthetic populations and a persona panel before a person sees it. The owner plays it last.

Data and trust

What a record is, who sees it, where it lives, and when it is deleted.

What is recorded

Each decision you make, in order. Your profile is how AIRS-J/1 reads those decisions. Nothing else.

Who sees it

Your facilitator, your line manager and the company that asked you to take part. With your name. Never published, never ranked.

Where it lives

A server in Singapore. Kept 90 days after the session closes, then deleted. You can withdraw until the facilitator closes the session.

Declared interest

The owner of AIR APAC also owns Exeter Labs. Declared in the Standard, section 4.9. AIR APAC certifies. Exeter Labs builds.

Sources, shown

In Tourism Room, evidence sources follow the question. Source, permission, freshness and method sit beside every figure.

Read the full notice

For trainers and training firms

Trainers run StepSim with their own clients. The client stays the trainer's. We stay behind the trainer.

Your client, your room

StepSim does not contact, sell to or co-lead in front of your client. A client who writes to us is passed back to you.

Facilitator certification

Exeter Labs certifies facilitators to run StepSim sessions. Participant certification under AIRS-J/1 is issued by AIR APAC.

Partner pack

Licence terms, session formats and sample reports in one pack. On request to hello@exeterlabs.com.

Ask for the partner pack

Live now

ProductWhereSinceStatus
StepSimstepsim.com5 Oct 2026Three practice cases. The Friday file is public.
Tourism Roomtourismroom.com11 Aug 2026Find, for six cities. City names private until the measurement period closes.
Decision Roomthis pagedemoEight variants, one product. Pilot by scope.
AI Datathis pagedemoThree scoped engagements. Pilot by scope.
Built for AIR APACairapac.orgliveScorecard free, 15 minutes, no account. Pulse every quarter and every year.

Changelog · last 90 days

  1. Exeter LabsAdded Method, Trust, Partners, Live now and Notes to this site
  2. Exeter LabsRebuilt this site as the product company of AIR APAC
  3. StepSimCase scenes redrawn at the moment of decision
  4. StepSimHome page case cards now use the new drawings
  5. StepSimPlain-word sample report and group view
  6. StepSimSite copy rewritten for training partners
  7. Tourism RoomChecked source data pulls for city dashboards

Notes

Short pieces from the StepSim team on judgment at work.

An override count tells you how often. It cannot tell you whether.

Regulators ask a fair question: are people still in control? One answer is to count how often they overrule the machine.

Read on stepsim.com

Before you hand work to an AI agent, write down its limits

Until recently, AI at work gave advice and a person decided. An agent does not only suggest a refund. It issues the refund.

Read on stepsim.com

Practise AI decisions with feedback

Leaders rehearse a board speech, a hard conversation, a pitch. They do not rehearse deciding with AI. That is the gap.

Read on stepsim.com
All notes

Company

Exeter Labs is the product company of AIR APAC. It builds the instruments AIR APAC publishes and the products built on its methods. StepSim is an AIR APAC initiative, built and operated by Exeter Labs.

The owner of AIR APAC also owns Exeter Labs. The Standard declares it in section 4.9. Built and operated in house.

hello@exeterlabs.com

FAQ

What is Exeter Labs?

Exeter Labs is the product company of AIR APAC. It builds the instruments AIR APAC publishes and the products built on its methods. Five product lines: StepSim, Tourism Room, Decision Room, AI Data and the tooling built for AIR APAC.

How does Exeter Labs relate to AIR APAC?

AIR APAC measures, publishes and trains. Exeter Labs builds and operates the software under that work. What AIR APAC publishes, and the findings, belong to AIR APAC. Nothing here is sold to an organisation that AIR APAC measures.

What is StepSim?

StepSim is a business simulator where teams practise decisions, then discuss them with a trainer. AI can write a report or suggest a plan. People still decide what to check and what to do. StepSim is where teams practise exactly that. It is an AIR APAC initiative, built and operated by Exeter Labs.

What is Tourism Room?

Tourism decision intelligence by Exeter Labs. It helps local businesses earn more from the visitors already here. Businesses keep their booking channel and Tourism Room takes no commission. Individual results are not published or ranked.

How do pilots work?

We agree one question, one decision owner and one evidence threshold before anything is built. We build it and run it. Every line carries a status and a date. Write to hello@exeterlabs.com and we reply with a scope and a timeline.

Is certification available?

Yes. Certification under AIRS-J/1 v2.0 has been open since 5 October 2026. A certifying result needs a separate assessment, never practice. AIR APAC issues it. Exeter Labs builds and operates the tooling.

Is the data on this page real?

No. Every dashboard is demo data, authored to show each product. Old Harbour, Hanbit Robotics, Grace and Juno are not clients. Live products are listed under Live now.

Where is my StepSim record stored?

On a server in Singapore, for 90 days after the session closes. Then it is deleted. Your facilitator, your line manager and your sponsoring company see it, with your name.

How do I contact you?

hello@exeterlabs.com. Tell us the decision you need to make. We reply with a scope and a timeline.

Exeter Labs / Product vision

Aspirational interface. All data is illustrative.