AI Policy
We use generative AI tools to enhance creativity and stretch budgets, producing assets that might otherwise be out of reach. But ideas come from people, not machines. AI supports execution – it never replaces imagination.
We are transparent about where AI is used, ensuring clients know what is handcrafted and what is AI-assisted. Responsible. Transparent. Always idea-led.
We strive to deliver outstanding designfor our clients. In doing so, we recognise the potential of Artificial Intelligence (AI) tools to enhance our work.
This policy outlines how we use AI responsibly and transparently within our processes.
Policy Objectives
- Support creativity and efficiency without replacing human expertise.
- Maintain innovation, quality, and originality in all work.
- Protect client data and respect confidentiality.
General Principles
- AI is a support tool, not a source of ideas. Human creativity always leads.
- All AI-generated content must be reviewed, refined and approved by our team.
- All AI use must be clearly attributed so it’s transparent to colleagues and clients. This includes filing internally.
AI Copyright & Usage Statement
Some elements of our creative process may involve the use of artificial intelligence (AI) tools to support research, ideation, or concept development. These tools are used solely to enhance efficiency and creativity – they do not replace human authorship.
All final creative assets delivered to clients are original works created, edited, or fully verified by our design team. Where AI-assisted content has informed the work, it has been substantially modified to ensure it meets UK copyright requirements and that full rights can be transferred to the client.
We take care to avoid the use of AI-generated materials that may infringe third-party rights or breach licensing terms. To maintain compliance, AI outputs are used only for internal concept testing and not as final deliverables unless confirmed to be free of copyright restrictions.
Data & Security
- We will never share sensitive client data with AI tools without explicit consent.
- We will store AI-generated content securely, in line with agency policies.
Specific Use Cases
- Ideation prompts: Supporting brainstorming, not replacing it.
- Copywriting assistance: Drafting initial copy. All work must than be refined to insure it meets our standards.
- Research support: Gathering early insights, market trends and analysis. This must always be validated with further research.
- Design support: AI tools can act as an on-demand photographer, illustrator, or designer. Our role is to harness them to create the strongest possible assets. However, due to licensing challenges, final assets should be created by hand wherever possible. We’ll use AI primarily for concept testing before committing to full creative production.
- UX/UI: Generating suggestions to improve UX/UI and visual development. This will always be reviewed by our team.
In summary
AI does not replace imagination, expertise, or craft. By using AI responsibly and transparently we can push creativity further, deliver smarter solutions, and maintain the trust of our clients.
