Our Approach

We use artificial intelligence (AI) to work more efficiently, support creativity, and deliver better results for our clients. We see AI as a tool that strengthens our team's expertise - never a replacement for human judgement, craft, or accountability.

Our position is simple: we want to get the best from the technology while keeping people firmly at the centre of everything we produce. Every piece of work we deliver is reviewed and approved by a member of our team before it reaches a client.

Scope of This Policy

This policy sets out how we use AI responsibly, legally, and transparently across our work. It applies to everyone working on client projects - employees, freelancers, contractors, and partners - and covers both generative AI tools (such as ChatGPT, Claude, Gemini, and Perplexity) and AI features built into the everyday software we use.

How We Use AI

We use approved AI tools to support our team's work - for example, to:

·       Brainstorm ideas, themes, and creative concepts

·       Carry out research and summarise information

·       Draft outlines and first versions of content

·       Analyse data and identify trends and patterns

·       Transcribe and summarise meetings and interviews

·       Streamline internal processes and improve productivity

AI-generated output is always a starting point, never a finished product. Everything is reviewed, edited, and validated by a person before it is used or shared with a client.

What We Don't Use AI For

To protect quality, trust, and originality, we do not:

·       Publish or deliver AI-generated content without human review

·       Enter confidential or commercially sensitive client information into public AI tools

·       Use AI to make strategic decisions without human oversight

·       Generate misleading, deceptive, or fraudulent content

·       Create deepfakes, voice clones, or synthetic representations of people without permission

·       Use AI in any way that breaches applicable laws or regulations

Human Oversight & Accountability

AI supports our people; it does not replace them. A named member of our team is responsible for the work on every project, and that person - not a tool - is accountable for what we deliver. We keep humans in the loop at each key stage, so that judgment, creativity, and editorial control always rest with us.

Data Protection & Privacy

We take the privacy of your data seriously. We never input confidential, personal, or commercially sensitive information into public AI tools, and we handle all data in line with UK GDPR and applicable data protection law. Where AI features are built into the secure platforms we already use, we satisfy ourselves that they meet our data protection standards before relying on them.

Accuracy & Quality

We treat AI as a capable assistant, not a source of truth. AI can be confidently wrong, so we fact-check claims, verify sources, and review outputs for bias or unbalanced language. Nothing reaches you until it has met the same quality standards we apply to all of our work.

Intellectual Property

We respect intellectual property - yours, ours, and that of others. We do not treat AI-generated material as automatically cleared for use, and we check outputs for originality and appropriateness before they form part of a deliverable. The work we hand over is created and refined by our team, so you can use it with confidence.

Working With Subcontractors & Partners

From time to time we work with trusted freelancers and partners. They are held to the same standards set out in this policy: no sensitive client data in public AI tools, human review of every output, and full legal and ethical compliance. These requirements are written into our agreements with them.

Transparency & Your Choices

We are open about how we use AI, and you are always in control. You can ask us how AI was used on any specific deliverable, and we will give you a straight answer. If you would prefer us to limit or avoid the use of AI on your work, simply let us know, and we will agree on an approach that suits you.

Governance & Continuous Improvement

AI is developing quickly, and so is our thinking. A named AI lead within our team oversees how we use these tools, evaluates new ones before we adopt them, and keeps this policy current. We review it at least quarterly - and sooner if the technology, the law, or best practice changes - and we invest in training so our team uses AI responsibly and well.

Questions About This Policy

If you have any questions about this policy or how we use AI on your projects, please get in touch - we are always happy to talk it through.

Last reviewed: June 2026