R&T – AI POLICY

The Agency may use artificial intelligence and machine-learning tools (“AI”) to support and enhance the delivery of its services, including but not limited to research, copywriting, design, content generation, idea development and testing, reporting, analysis, meeting summaries, finance and administrative functions, across public relations, social media and influencer marketing activities.

AI is used to improve efficiency, insight and creative output, but does not replace human judgement, strategic thinking, creative direction or client service.

All use of AI by the Agency is governed by a strict internal AI governance policy designed to ensure responsible, ethical and transparent use, and to protect client trust, data, intellectual property and the Agency and Client’s reputations.

AI tools are assessed before use by the Agency and are subject to third-party provider terms and safeguards.

In particular, the Agency’s use of AI will always be:

• Human-led, supporting but never replacing professional judgement, strategy, creativity or client service;
• Critically examined, with all AI-assisted outputs reviewed, evaluated, fact-checked and edited by Agency staff before being shared. AI outputs will not be relied on in isolation and final approval of all output (AI or otherwise) will remain the client’s responsibility;
• Client-centric, used solely to serve the best interests of clients, their audiences and their brands;
• Transparent, with AI use disclosed internally and in client work when relevant or upon reasonable request;
• Ethically responsible, avoiding bias, misinformation, intellectual property infringement, or reputational or personal harm; and
• Confidential, with no confidential client or financial information knowingly entered into non-subscription-based or publicly accessible AI tools.

Where AI systems are used, they are assessed for security, data handling and compliance with UK data-protection law, and any AI use complies with our data policy. Client or individual data will not be used to train AI models, unless explicitly agreed. AI-generated outputs containing personal data are always subject to human review and are never used as the sole basis for significant decisions about individuals.

Clients may request in writing that the Agency does not use AI in connection with their account or specific workstreams, in which case the Agency will use reasonable endeavours to comply. If opting out affects timelines, scope or cost, we will always discuss and agree this in advance.