AI Policy

Depending on the services we provide, AI may be used to support activities including:

AI is used according to the specific requirements of each project and is not necessarily used for every service or task.

AI-generated or AI-assisted outputs are not automatically treated as final. Where appropriate, our team reviews AI-assisted outputs for:

• Accuracy
• Relevance
• Brand consistency
• Tone of voice
• Quality
• Originality
• Marketing suitability
• Potential inaccuracies or misleading claims

Our specialists retain responsibility for important marketing decisions and final deliverables. AI may assist with the process, but human expertise remains central to our work.

AI systems can occasionally produce inaccurate, incomplete, outdated or misleading information. For this reason, we do not rely on AI outputs without appropriate review where accuracy is important.

We may verify information using reliable sources, available client information, marketing data and human expertise before using AI-assisted outputs in client-facing materials or campaigns.

However, AI-assisted processes cannot guarantee that every output will always be completely accurate. Clients should notify us if they identify information that appears inaccurate or requires correction.

We recognise that clients may provide confidential business information, marketing data, customer information, product information and other commercially sensitive materials.

We take reasonable measures to protect such information and use it only for legitimate business and service-delivery purposes. We do not intentionally use confidential client information for unrelated purposes.

Where third-party AI tools or platforms are used as part of a service, we consider their applicable privacy, security and data-handling practices before incorporating them into our workflows.

Clients should avoid providing unnecessary sensitive personal information where it is not required for the service.

We handle personal data in accordance with our Privacy Policy and applicable data protection requirements. AI tools may process information only where there is a legitimate business or service-related purpose for doing so.

Where personal data is involved, we aim to apply appropriate safeguards and minimise the amount of personal information processed. We do not intentionally use AI systems to make decisions about individuals where such use would be inappropriate, unlawful or inconsistent with applicable data protection requirements.

For more information about how we handle personal information, please refer to our Privacy Policy.

We may use third-party AI and technology platforms to support certain marketing, research, analytics, automation or content-related activities. Examples may include tools used for:

• AI-assisted research
• Content development
• Marketing analytics
• Advertising optimisation
• Automation
• Data analysis
• Productivity

The specific tools used may vary depending on the project, technology requirements and service being provided. Third-party platforms operate under their own terms, privacy policies and security practices.

We aim to ensure that AI-assisted content and creative outputs are used responsibly and appropriately. AI-generated material may not always provide exclusive ownership rights or guarantee that an output is completely original.

Where AI is used to assist with content or creative development, our team may edit, refine, combine or transform the output to align with the client's requirements and brand identity.

Clients are responsible for ensuring that any materials, trademarks, images, data or other intellectual property they provide to us can legally be used for the intended purpose.

We do not believe effective marketing means simply producing large volumes of AI-generated content. Our focus is on creating content that is:

• Useful
• Relevant
• Original in its execution
• Audience-focused
• Brand-aligned
• Search-friendly
• Factually responsible
• Designed to support business objectives

AI may assist our content creation process, but our strategy and editorial standards determine the final output.

We aim to use AI in a manner that is responsible, ethical and appropriate for the intended purpose. We do not intentionally use AI to:

• Create fraudulent information
• Impersonate individuals or organisations
• Mislead customers
• Generate deceptive advertising
• Circumvent applicable laws or regulations
• Process information for purposes unrelated to the agreed service
• Produce harmful or discriminatory content

We also consider potential bias, accuracy and unintended consequences when using AI-assisted systems.

AI may be used to support advertising strategy, campaign analysis, audience research, creative testing and optimisation.

However, advertising decisions remain subject to our marketing strategy, campaign objectives, platform policies and applicable advertising requirements. AI-assisted recommendations may be reviewed and adjusted by our marketing specialists before implementation.

We do not guarantee specific advertising results solely through the use of AI.

AI may be used to assist with keyword research, topic discovery, content planning, search intent analysis and content optimisation.

Our SEO approach focuses on creating useful and relevant content for users rather than producing content solely for search engines. AI-generated content may be edited, reviewed and improved by our team before publication.

Where AI materially contributes to a process, we aim to maintain appropriate transparency with our clients. Clients may ask us about how AI is being used within their project, subject to legitimate confidentiality, security and third-party platform restrictions.

We believe clients should understand the role technology plays in the marketing services they receive.

We take reasonable technical and organisational measures to protect information processed through our systems and workflows. Access to client information is limited according to business requirements.

Where third-party AI platforms are used, we consider their security and data-handling practices as part of our technology selection process. However, no digital system or online service can guarantee absolute security.

Clients should provide accurate and lawful information when working with us. Clients should not provide unnecessary sensitive personal information through AI-assisted workflows unless specifically required and agreed.

Clients remain responsible for ensuring that information, claims, trademarks, images and other materials supplied to us are accurate and legally usable.

Where regulatory, legal or industry-specific approval is required for marketing materials, the client remains responsible for obtaining such approval unless otherwise agreed in writing.

AI technology continues to evolve rapidly. We regularly review our AI-assisted processes, tools and workflows to identify opportunities to improve:

• Quality
• Efficiency
• Security
• Accuracy
• Transparency
• Marketing performance

Our AI practices may therefore change as technology, industry standards, platform requirements and applicable laws develop.

We may update this AI Policy from time to time to reflect changes in our services, technology, business practices, legal requirements or AI-related standards. The latest version will be published on this page with the updated date.

If you have questions about our use of AI, data handling or responsible AI practices, please contact us.

We are committed to using AI thoughtfully, responsibly and transparently to create better marketing outcomes for our clients.