1. Human-Centred Use

• AI is used to support human creativity, not replace it.
• All AI-assisted work is reviewed by a human before it reaches clients.
• AI helps us reduce admin and rework so our people can focus on strategy, storytelling, and insight.

2. Transparency in Application

• We’re upfront when AI is used to support your deliverables.
• We explain what AI can (and can’t) do in the context of your campaign or solution.

3. Data Privacy and Confidentiality

• We do not input sensitive client data into public AI tools.
• We use masking and secure processes to protect identifiable information.
• Our workflows comply with relevant privacy and data protection laws.

4. Bias Awareness and Fairness

• We use prompts, tools, and review processes that aim to reduce unintended bias.
• We recognise that no model is perfect and continuously review outputs for fairness and inclusivity.

5. Tool Governance and Accountability

• Only approved AI tools are used in our work.
• We regularly audit our systems to ensure they meet security, brand, and ethical standards.
• Governance is owned internally and reviewed in line with evolving legislation.

6. Client Control and Consent

• You can always ask for clarity on how AI was used in your work.
• We’ll work with you to ensure our use of AI aligns with your expectations and comfort level.

7. Continuous Learning

• Our team is trained regularly on ethical AI use and best practices.
• We treat responsible AI not as a project, but as an ongoing commitment.

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