We have a clear view on generative AI at the agency; that it’s only ever a tool in service of the idea.
There’s no denying it can bring efficiencies, which can be a good thing. Especially when it frees up our time and your budget for creativity and strategy, the things clients consistently tell us make the most positive impact for them.
AI can make the unobtainable obtainable – your brand on a Mayfair billboard, your product on a beach in the Bahamas. It’s all up for grabs. But should it be? Here’s our policy on AI.
OUR VIEW ON AI
We use generative AI tools to enhance creativity and help your budgets go further, producing assets that might otherwise be out of reach. But ideas come from people, not machines. AI supports execution – it never replaces imagination.
We will always be transparent about where AI is used, ensuring clients know what is handcrafted and what is AI-assisted.
We strive to deliver outstanding creative for our clients. We recognise the potential of Artificial Intelligence (AI) tools to assist and enhance that work.
This policy outlines how we use AI within our processes.
Policy Objectives
- To support creativity without replacing human expertise.
- Maintain innovation, and originality in all work.
- To respect client confidentiality and ensure the protection of client data
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 identified so that it’s transparent to colleagues and clients.
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 intelligence.
All final creative assets delivered to clients are original work created, edited and reviewed by our creative team. Where AI-assisted content has informed the work, it has been substantially modified to ensure it meets UK copyright requirements.
We take care to avoid the use of AI-generated materials that may infringe third-party rights or breach licensing terms. To maintain our compliance, AI outputs should only be used for internal concept testing and not as final deliverables, except where they are reviewed and confirmed to be free of copyright restrictions, and have been approved in writing by the client.
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 data protection guidelines and agency policies.
Specific Use Cases
- Ideation prompts: Supporting ideas and creativity, not replacing them.
- Copywriting assistance: Drafting initial copy. All work must then be refined to ensure it meets our standards.
- Research support: Gathering early insights, market trends and analysis. This will always be validated with further research before sharing with our clients.
- Design support: AI tools can act as an on-demand photographer, artist, animator or designer. Our role is to harness them to service the ideas and creative outputs we have for our clients . Licensing challenges dictate that all final assets should be created by hand wherever possible. AI will primarily be used for concept testing or scoping an idea before we commit to full creative production. We will always state when AI has been used in the creation of your designs.