Midlands Air Ambulance Charity taps Minimist AI powered system to boost charity's online retail income
Midlands Air Ambulance Charity is using AI to improve how donated goods are processed for sale online, helping to generate additional income.
The technology is being introduced across the charity’s retail network, which includes shops in Hereford, Gloucester, Market Drayton, Merry Hill, Ross-on-Wye, Shrewsbury, Stoke-on-Trent, Tipton, Wellington, West Bromwich and Worcester.
Provided by Minimist, the new AI powered system enables shop teams to create online listings across platforms such as eBay and Vinted by taking a single photograph of a donated item. In under 30 seconds, it can generate a complete listing, including a product description, pricing suggestion, size information and virtual model imagery where appropriate, giving donated goods access to a wider audience while helping retail teams process stock more efficiently.
Midlands Air Ambulance Charity does not receive any government funding and relies entirely on public generosity to operate its lifesaving service. Every sale made through its shops and online marketplaces helps fund its helicopters, fleet of critical care cars as well as the specialist crews and equipment required to deliver advanced pre-hospital emergency care across its six country region.
Amy Petherick, Regional Manager at Midlands Air Ambulance Charity, says: “Introducing Minimist is a major step forward for our retail operation. It allows our shop teams to process more donated items, create professional online listings quicker, easier and reach more buyers through online marketplaces. Most importantly, every additional sale helps generate vital income to keep delivering our lifesaving service. This technology has the potential to make a real difference to our fundraising and, ultimately, the communities we serve.”
Lauren Davies, UK Sales Executive at Minimist, says: “Minimist was developed specifically to support charity retailers with the challenges of processing and selling donated stock online. We are proud to support Midlands Air Ambulance Charity as it explores how AI can help its teams and volunteers work more efficiently.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
