AI policy

Our statement on Artificial Intelligence, ‘The Only Way is Ethics’

We support using AI to enhance productivity and efficiency in our workflows and are excited by its potential.

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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.
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We won't allow AI to replace authentic, unique human storytelling and creativity, only to complement it.

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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.

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Our commitment is to unique, authentic and compelling creativity that's ethically created.