AI policy
Our statement on Artificial Intelligence, 'The Only Way is Ethics'
Last updated 6 January, 2025
We support using AI to enhance productivity and efficiency in our workflows.
We work with brands to understand their AI policies and will always be transparent about its use in the content we produce for you and your audiences, clearly labelling it where necessary.
We won't allow AI to replace authentic, unique human storytelling and creativity, only to complement it.
We will never use AI to evade copyright or plagiarise the work of others, and we will always remain vigilant about the inherent biases, limitations and confidentiality implications of AI and associated technologies.
Our commitment is to unique, authentic and compelling creativity that"s ethically created.
BriefBrain™
BriefBrain™ is a software application developed by us to help users create brilliant briefs, inspiring the creativity that leads to game-changing project outcomes.
Users choose to use with or without AI, your data is not used to train AI.
AI drives process efficiencies, summarises data and (if requested) to optimise your responses.
Generative AI is used to "create a moodboard" to help provide creative direction for your creative team and in the creation of "spirit animals" to help bring your customer avatars to life.