AI Usage Policy

Why We Use AI

We use AI because it can improve efficiency and support better workflows across some parts of our service.

Used properly, it helps us:

• move faster without cutting corners
• process large volumes of information more efficiently
• explore ideas, angles, and variations more quickly
• support research, reporting, and campaign optimisation
• free up more human time for strategy, creativity, and decision-making

In other words: less time spent wrestling spreadsheets. More time spent doing the work that matters.

How We Use AI

AI may be used to support elements of the services we provide, including but not limited to:

• Content support
  Generating outlines and content structure recommendations, early drafts, metadata suggestions, and ideation.
  
• Research and analysis
  Assisting with keyword research, market research, trend analysis, competitor reviews, and data interpretation.
  
• Reporting and insights
  Helping process campaign data, identify patterns, summarise findings, and support performance reporting.
  
• Campaign support
  Assisting with ad copy variations, audience analysis, bidding insights, and optimisation recommendations for paid media activity.
  
• Operational efficiency
  Supporting internal workflows, note organisation, process documentation, and other admin-heavy tasks.
  

That said, AI is a support tool. Not the brains of the operation.

Human Oversight

Every piece of AI-assisted work is reviewed by a human.

Always.

We don’t blindly publish AI-generated content or implement AI-generated recommendations without review. Any AI-assisted output used in our work is subject to human oversight, editing, and approval to help ensure:

• accuracy
• relevance
• brand alignment
• originality
• factual sense-checking
• ethical and responsible use

Because letting a robot freestyle on your brand without supervision would be, technically speaking, a terrible idea.

Confidentiality & Data Protection

We take confidentiality seriously.

If we use AI tools in the course of delivering services, we do so with care and with consideration for privacy, security, and confidentiality. We aim to avoid entering confidential, commercially sensitive, or personal data into third-party AI platforms unless we are satisfied that appropriate safeguards, controls, and terms are in place.

Where relevant, our use of AI tools will sit alongside our wider obligations relating to data protection, confidentiality, and information security.

If a task involves particularly sensitive information, we may choose not to use AI at all.

Accuracy & Limitations

AI can be useful. It can also be wrong, outdated, biased, weirdly confident, or all three at once.

So while AI can support parts of our process, we do not treat it as an infallible source of truth. We recognise that AI-generated outputs can contain factual inaccuracies, weak reasoning, bias, or material that requires substantial editing or verification.

That’s exactly why human review is part of the deal.

Client Transparency

We believe in being open about how we work.

We may use AI as part of our internal processes where it helps us deliver a better service. If a client has specific requirements, restrictions, or questions around AI usage, we’re happy to discuss them.

Last Updated

April 2026