When artificial intelligence seems to be everywhere — and yet still strangely confusing — Kaye Nicholson set up GrowthZone AI for small business, and growing ones, to help cut through the noise and use AI in practical, everyday ways.
Rather than selling shiny tools or complex systems, GrowthZone AI focuses on helping business owners use AI to save time, reduce admin and work more calmly — using the tools they already rely on, like emails, documents, reports and content.
“I work with people who know AI matters, but feel overwhelmed by it,” Kaye explains. “They don’t need jargon or hype. They need someone to explain it properly, in plain English, and help them apply it in a way that actually fits their working lives.”
A clear turning point
The decision to go it alone came after a very real moment of reflection.
Following a short period of illness that forced her to take an unexpected day off work, Kaye found herself questioning what she really wanted from the next stage of her career.
“That pause made me realise I didn’t want to just carry on as I was,” she says. “I wanted better balance, work that mattered, and the freedom to build something genuinely helpful.”
At the same time, she could see growing confusion among businesses about AI. Having grown up in a largely analogue world, adapted through digital change, and now working confidently with AI, Kaye recognised a gap — not in technology, but in translation.
“Businesses don’t need to be dazzled or talked down to,” she says. “They need straight talking, practical support from someone who understands both the technology and the people using it.”
GrowthZone AI was born from that realisation — with a clear purpose of helping people work better, not harder.
Building the right foundations
Before launching, Kaye’s biggest concern wasn’t about AI itself — it was about setting the business up properly.
“I didn’t want to rush,” she explains. “It mattered to me that everything was thought through — systems, pricing, and a realistic plan for growth that wouldn’t lead to burnout.”
Balancing business ambitions with family responsibilities meant taking a measured approach: planning first, testing ideas, and getting advice before going live.
“That’s where having the right support around me really mattered.”
The most rewarding part of providing support on AI for small business
For Kaye, the real reward comes from seeing confidence grow.
“When people suddenly realise they don’t need to be ‘technical’ to use AI well — and that it can actually make their days calmer and less stressful — that’s incredibly satisfying.”
At its heart, GrowthZone AI isn’t just about efficiency. It’s about wellbeing, clarity, and giving people their time back.
In practice, GrowthZone AI works with businesses on everyday tasks such as inbox management, reporting, content planning and internal processes — helping owners and teams identify where time is being lost and where AI can offer practical support. The focus is on small, achievable improvements that make work feel more manageable, rather than introducing complex systems or additional pressure.
Why the North East?
Being based in the North East is a deliberate choice.
“This region values honesty, trust and relationships,” Kaye says. “People here want straight talking and support that understands their reality.”
She also sees huge untapped potential locally.
“North East businesses are capable, ambitious and practical. They deserve access to high quality innovation without London pricing or unnecessary jargon.”
Businesses that engage with GrowthZone AI often come with a sense of uncertainty around AI — knowing it matters, but unsure how it fits into their working day. Through workshops, audits and one-to-one support, many leave with clearer workflows, greater confidence, and a better understanding of how AI can support them in a way that feels safe, realistic and aligned to how they already work.
How TEDCO supported GrowthZone AI
Kaye has worked with TEDCO Business Adviser Colin Lynch through the Start Up South Tyneside programme, and his support has helped her stay grounded and focused during the early stages of the business.
“Having someone to sense check decisions, challenge my thinking, and keep the emphasis on sustainable growth has made a real difference,” she says. “The mentoring and encouragement have helped me build the business thoughtfully, with strong foundations in place.”
With local support behind her, Kaye has the confidence that GrowthZone AI is developing in the right way — calmly, clearly, and with purpose.
Colin Lynch says…
“From the very beginning, Kaye was clear that she wanted to build something sustainable and genuinely useful for businesses,” says Colin Lynch, TEDCO Business Adviser.
“She’s taken a thoughtful, measured approach — testing ideas, asking the right questions and focusing on real outcomes rather than rushing. GrowthZone AI isn’t about jumping on a trend; it’s about helping people understand how AI fits into their work in a practical way. That clarity and focus will stand her in good stead as the business grows.”
Find out more about GrowthZone AI
Businesses interested in working with Kaye can find out more at www.growthzoneai.co.uk, where they can explore her services and learn how AI can be applied in simple, everyday ways to support calmer and more efficient working practices.
As interest in AI continues to grow, GrowthZone AI offers a measured alternative to the noise — helping businesses move forward thoughtfully and at their own pace, with clarity rather than confusion.
If you’re in the North East and thinking about starting your own venture, TEDCO is here to help. See the TEDCO Programmes page to find out more about the programmes available in your area.
Tell us a few details on this Initial Enquiry Form and we’ll be in touch to help you as much as we can.
Start Up South Tyneside is a business Start up programme delivered by the TEDCO Business Support on behalf of South Tyneside Council which aims to support local residents with their aspirations to start up a business.
This project is funded by the UK government through the UK Shared Prosperity Fund. The UK Shared Prosperity Fund aims to improve pride in place and increase life chances across the UK investing in communities and place, supporting local business, and people and skills. For more information, visit https://www.gov.uk/government/publications/uk-shared-prosperity-fund-prospectus.