AI Adoption Case Study: learn how NIX is integrating AI-driven algorithms into fertilisation treatment processes
techUK’s AI adoption collection of case studies showcases examples of how organisations are Putting AI into Action, either through the adoption of AI models within their organisations, or by developing AI tools that can be leveraged by others.
By shining a light on these use cases, techUK hopes to demonstrate examples of best practice from across sectors and from organisations of all sizes.
NIX is a software development company that has been tasked with integrating AI-driven algorithms into fertilisation treatment processes.
A health-tech startup aimed to disrupt the industry of vitro fertilisation (IVF) treatment through AI-driven embryo selection. Their method uses AI-powered image recognition algorithms to identify embryos with the highest implantation potential, enhancing decision-making for clinicians and patients.
NIX was chosen as a technology partner to transform their method and prototype into a market-ready product, dealing with data engineering, AI, and ML.
1. Challenge:
Despite the fact that in vitro fertilization (IVF) has been around for forty years, success rates still need to be improved. Even women below 35 only have a roughly 30% chance to conceive using IVF treatment. As a result, female patients spend thousands of dollars through multiple IVF cycles with little guarantees. In fact, in the last ten years, there haven’t been any significant advancements in fertilization treatments. We will examine the deficiencies in current IVF treatments and delve into how technological advancements can address them, illustrated through a NIX case study.
2. Solution
Working side by side with the client’s subject matter experts and researchers, we enhanced the efficiency and accuracy of AI algorithms, identified image classification models, and deployed the models on the TensorFlow Serving framework. This system is perfectly tuned for serving trained models, scalable API, and auto-allocation of hardware resources. The models were trained on a dataset of timelapse videos of human embryos developing.
In just 3 months, NIX developed an MVP of a cloud-based SaaS application for fertilization clinics, delivering three key components:
- AI engine for embryo classification, prediction, and decision support
- Scalable, multi-tenant backend for data orchestration and processing
- Intuitive user interface to reduce errors, standardise procedures, and offer data-driven insights through reports and dashboards.
3. Barriers:
AI Engine
The main challenge for an engineering team was to develop an AI engine capable of classifying embryo images to compute precise predictions. By sourcing 250 GB of clinic data and collaborating with industry experts, the team improved the accuracy of AI algorithms to correctly identify and classify medical images. As a result, the number of embryos for implantation dropped by half, from 3-4 to 1-2 per standard IVF cycle.
Data security
The healthcare industry is a highly regulated field that demands full compliance with data protection laws. By relying on Golang technology, tech specialists built a robust solution that prioritizes data protection. Ideal for high-load applications, Golang offers the scalability that such systems require to accommodate a growing demand. Unique technical and business expertise allowed the tech experts to create a well-performing and secure platform for IVF clinics in compliance with regulations like HIPAA and GDPR.
4. Impact:
A sophisticated application was developed, with advanced AI features and an intuitive interface that aids clinicians in making data-driven decisions. By sourcing data such as images and time-lapse videos from multiple clinics, they could rely on a large pool of real-life data. The solution can accurately predict the viability of each embryo and double the chances for a successful implantation.
Furthermore, the platform performs 50 times faster and provides 48% more precise results compared to an average embryologist. Working together, clinicians and AI systems can reduce the physical and mental toll of IVF treatment and facilitate a more transparent and smooth process for patients.
Patients benefits:
Although AI in IVF is a relatively new field of study and requires a lot more research, its potential is truly exciting. By increasing the success rates of each treatment, AI solutions aid patients in reducing the negative side effects. Additionally, more precise treatments will result in fewer attempts, which will save patients’ health and substantial amounts of money.
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Usman Ikhlaq
Usman Ikhlaq
Usman joined techUK in January 2024 as Programme Manager for Artificial Intelligence.
He leads techUK’s AI Adoption programme, supporting members of all sizes and sectors in adopting AI at scale. His work involves identifying barriers to adoption, exploring solutions, and helping to unlock AI’s transformative potential, particularly its benefits for people, the economy, society, and the planet. He is also committed to advancing the UK’s AI sector and ensuring the UK remains a global leader in AI by working closely with techUK members, the UK Government, regulators, and devolved and local authorities.
Since joining techUK, Usman has delivered a regular drumbeat of activity to engage members and advance techUK's AI programme. This has included two campaign weeks, the creation of the AI Adoption Hub (now the AI Hub), the AI Leader's Event Series, the Putting AI into Action webinar series and the Industrial AI sprint campaign.
Before joining techUK, Usman worked as a policy, regulatory and government/public affairs professional in the advertising sector. He has also worked in sales, marketing, and FinTech.
Usman holds an MSc from the London School of Economics and Political Science (LSE), a GDL and LLB from BPP Law School, and a BA from Queen Mary University of London.
When he isn’t working, Usman enjoys spending time with his family and friends. He also has a keen interest in running, reading and travelling.
Sue Daley OBE
Sue Daley OBE
Sue leads techUK's Technology and Innovation work.
This includes work programmes on cloud, data protection, data analytics, AI, digital ethics, Digital Identity and Internet of Things as well as emerging and transformative technologies and innovation policy.
In 2025, Sue was honoured with an Order of the British Empire (OBE) for services to the Technology Industry in the New Year Honours List.
She has been recognised as one of the most influential people in UK tech by Computer Weekly's UKtech50 Longlist and in 2021 was inducted into the Computer Weekly Most Influential Women in UK Tech Hall of Fame.
A key influencer in driving forward the data agenda in the UK, Sue was co-chair of the UK government's National Data Strategy Forum until July 2024. As well as being recognised in the UK's Big Data 100 and the Global Top 100 Data Visionaries for 2020 Sue has also been shortlisted for the Milton Keynes Women Leaders Awards and was a judge for the Loebner Prize in AI. In addition to being a regular industry speaker on issues including AI ethics, data protection and cyber security, Sue was recently a judge for the UK Tech 50 and is a regular judge of the annual UK Cloud Awards.
Prior to joining techUK in January 2015 Sue was responsible for Symantec's Government Relations in the UK and Ireland. She has spoken at events including the UK-China Internet Forum in Beijing, UN IGF and European RSA on issues ranging from data usage and privacy, cloud computing and online child safety. Before joining Symantec, Sue was senior policy advisor at the Confederation of British Industry (CBI). Sue has an BA degree on History and American Studies from Leeds University and a Masters Degree on International Relations and Diplomacy from the University of Birmingham. Sue is a keen sportswoman and in 2016 achieved a lifelong ambition to swim the English Channel.
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Tess Buckley
Tess Buckley
A digital ethicist and musician, Tess holds a MA in AI and Philosophy, specialising in ableism in biotechnologies. Their professional journey includes working as an AI Ethics Analyst with a dataset on corporate digital responsibility, followed by supporting the development of a specialised model for sustainability disclosure requests. Currently at techUK as programme manager in digital ethics and AI safety, Tess focuses on demystifying and operationalising ethics through assurance mechanisms and standards. Their primary research interests encompass AI music systems, AI fluency, and technology created by and for differently abled individuals. Their overarching goal is to apply philosophical principles to make emerging technologies both explainable and ethical.
Outside of work Tess enjoys kickboxing, ballet, crochet and jazz music.
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Laura Foster
Laura Foster
Laura is techUK’s Associate Director for Technology and Innovation.
She supports the application and expansion of emerging technologies, including Quantum Computing, High-Performance Computing, AR/VR/XR and Edge technologies, across the UK. As part of this, she works alongside techUK members and UK Government to champion long-term and sustainable innovation policy that will ensure the UK is a pioneer in science and technology
Before joining techUK, Laura worked internationally as a conference researcher and producer covering enterprise adoption of emerging technologies. This included being part of the strategic team at London Tech Week.
Laura has a degree in History (BA Hons) from Durham University, focussing on regional social history. Outside of work she loves reading, travelling and supporting rugby team St. Helens, where she is from.
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Nimmi Patel
Nimmi Patel
Nimmi Patel is the Head of Skills, Talent and Diversity at techUK. She works on all things skills, education, and future of work policy, focusing on upskilling and retraining. Nimmi is also an Advisory Board member of Digital Futures at Work Research Centre (digit). The Centre research aims to increase understanding of how digital technologies are changing work and the implications for employers, workers, job seekers and governments.
Prior to joining the techUK team, she worked for the UK Labour Party and New Zealand Labour Party, and holds an MA in Strategic Communications at King’s College London and BA in Politics, Philosophy and Economics from the University of Manchester. She is currently taking part in the 2024-25 University of Bath Institute for Policy Research Policy Fellowship Programme.
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Audre Verseckaite
Audre Verseckaite
Audre joined techUK in July 2023 as a Policy Manager for Data. Previously, she was a Policy Advisor in the Civil Service, where she worked on the Digital Markets, Competition and Consumers Bill at the Department for Science, Innovation and Technology, and at HM Treasury on designing COVID-19 support schemes and delivering the Financial Services and Markets Bill. Before that, Audre worked at a public relations consultancy, advising public and private sector clients on their communications, public relations, and government affairs strategy.
Prior to this, Audre completed an MSc in Public Policy at the Korea Development Institute and a Bachelor's in International Relations and History from SOAS, University of London. Outside of work, she enjoys spending time outdoors, learning about new cultures through travel and food, and going on adventures.
Edward Emerson
Edward Emerson
Edward leads the Digital Economy programme at techUK, which includes our work on online safety, fraud, and regulation for growth initiatives.
He has prior experience working for the Department for Digital, Culture, Media and Sport and has previously worked for a number of public affairs consultancies specialising in research and strategy, working with leading clients in the technology and financial services sectors.
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Heather Cover-Kus
Heather Cover-Kus
Heather is Head of Central Government Programme at techUK, working to represent the supplier community of tech products and services to Central Government.
Prior to joining techUK in April 2022, Heather worked in the Economic Policy and Small States Section at the Commonwealth Secretariat. She led the organisation’s FinTech programme and worked to create an enabling environment for developing countries to take advantage of the socio-economic benefits of FinTech.
Before moving to the UK, Heather worked at the Office of the Prime Minister of The Bahamas and the Central Bank of The Bahamas.
Heather holds a Graduate Diploma in Law from BPP, a Masters in Public Administration (MPA) from LSE, and a BA in Economics and Sociology from Macalester College.
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- [email protected]
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- https://www.linkedin.com/in/heather-cover-kus-ba636538
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