For over a decade iAM has been supporting people to be themselves by knowing who they are, their values. With 90,000 iAM Values created across 21 countries, iAM isn’t a psychometric or assessment tool. It doesn’t assign categories, colors, strengths or labels to who you are.   It doesn’t tell you who you should be.  You define yourself, your values, all in your own words, creating your iAM in one of four ways,

• Direct via LLM.

• Inhouse Learning Management Systems (LMS)

• Sounds Like Me®.ai - from September 2025

• Expert Led.

Based on Self-Concept Theory, Positive Psychology and Neuroscience, in a randomised, qualitative validation study carried out with 99 users over three months, 100% agreed that their iAM was a true refection of the real them, what irritates them, how people know them, what they can overdo, and who they are when they are at their best.

Now we're revolutionizing AI personalization by putting YOU inside AI technology. Sounds Like Me® makes AI that speaks like you, understands your values, and acts as your digital twin and personal coach. We're hyper-personalizing AI to amplify your humanity, not replace it, so the prompt isn’t louder than the person.

The current approach to making AI feel human is to have it read and respond to emotional sentiment.  Built for ethical AI, Sounds Like Me® aligns with the 2025 EU AI Act by putting users - not algorithms - in control – removing predictive emotion modelling and sentiment analysis and avoiding biometric inference.