How our marketing agency uses AI

1. We use AI to enhance, not replace

We use AI as a powerful assistant in our workflow. It helps us research markets, structure goals, benchmark expectations, brainstorm creative angles and plan timelines. It does not define the strategy nor limit our creativity. Every piece of work we deliver is shaped, edited and approved by human experts who understand your brand voice and business objectives.

2. We use validated, paid tools

We do not use experimental AI tools for client work, as they can play fast and loose with data privacy. We invest in paid LLMs (i.e. large language models like ChatGPT or Google Gemini) that say they will not use our data to train their models as well as paid, enterprise-grade AI software tools (such as those within the Adobe, Microsoft and Google ecosystems). We use selected additional tools such as AI notetakers to aid communications and meetings,  always checking their terms carefully to avoid any use of client/our data for training.  As we explore new AI tools, we will maintain this vigilance.

3. Intellectual property & visuals

We respect copyright. When we use AI to generate or manipulate imagery, video, or audio we use paid, professional tools that provide protection against commercial and copyright infringement. We will never use AI to remove watermarks or infringe on the rights of creators. If we generate assets from scratch, we do so using authorised platforms that ensure the work is safe for your commercial use. If we generate images based on stock images, we make sure those images are licenced for commercial use for the client in question.

4. Data privacy & confidentiality

Your secrets are yours. We have a written policy for all staff and contractors that set out our expectations clearly, to do all we can to prevent your confidential data, trade secrets or unreleased strategies from being input into public AI training models or questionable AI tools. We commit our whole team to appropriate confidentiality as part of our client standard terms and conditions.

5. Accuracy & accountability

AI can make mistakes or over-reach when presenting results. Whether we are using AI for market research, translation, or data analysis we ensure that humans check information and fact-check outputs against primary sources to maximise accuracy. (Because maintaining a healthy sense of scepticism is just plain smart at this point).

6. Transparency

We believe in being open. We will always be transparent about where and how AI is used in our campaigns and are happy for clients to ask us about this. We will not use AI to “clone” the voice or likeness of a real person without their consent or direct involvement.