Guiding principles

Our guiding principles for using AI.

We’ve created these guiding principles to ensure that our use of AI avoids bias, risk, or unethical applications. They support our team’s judgement, prioritising the best outcome for our clients in line with our agency’s values.

We foster an open internal culture of exploring how AI can be used. This enables teams to share ideas and constructively challenge the use based on the principles within these guidelines.

1. In our client’s best interests.

We’re committed to using AI in a way that enhances and adds value to the service we provide for our clients. As an agency, we’re focused on the value we add beyond what tools can provide. Anyone can use AI, but for our teams it’s about using it effectively to deliver a better quality of output. A competitive advantage to help our client’s brands outperform their industry.

Our commitment to data security preceded the recent rise of AI, having held ISO 27001 certification for informational security and Cyber Essentials for several years prior. We continually evolve our long-standing data processes, incorporating the use of AI, to ensure client’s sensitive data and information is kept secure.

2. Talent, creativity, and diversity.

At the heart of powerful digital marketing are people. AI is simply a set of tools to help our teams be more effective with their experience, diverse perspectives, and own creativity.

Reducing bias; based on mostly pre-existing information, AI-generated outputs can incorporate biases across both image creation and written content. Our teams challenge the bias in AI, testing it against common pitfalls such as:

• Have we introduced any biases through the wording or prompts used to request the information?
• What data was used to train the AI and was it representative of a diverse real-world population?
• If the source of the information used to train the AI isn’t accessible or obvious, can we evaluate the output using across different demographics?

3. Ethical, transparent, and accurate.

Our use of AI will always remain ethical and in keeping with our values to deliver great work. We care about the accuracy of our work and information we share on behalf of our clients. We’re always open and transparent about how we use AI to deliver better quality outputs for clients.

We also appreciate that AI, like many things in digital, requires processing power. Therefore, we avoid using it unnecessarily in order to reduce our consumption and subsequent environmental impact.

As with everything we do at Crafted, the use of AI will not only be subject to the guidelines stated above but also in line with our core values:

Go Deliver.

We’re trusted to deliver every time. To solve your challenges, identify new digital opportunities, and achieve the results that help your business outperform the market.

Go Together.

We’re as vested in your business goals as you are. We openly share the insights and direction you need to make the right decisions. We know things move fast, which is why we move fast, keeping you informed the entire way.

Go Beyond.

We care about the bigger picture. We think expansively on your behalf, seeking out the new ideas and technologies that will give you the edge. It’s in our nature to want to do more and that also expands to what impact we have as a business too.

AI is constantly developing and so too will our approach, but through adhering to these core principles, we’ll help to drive more value and effectiveness from your marketing budget while retaining brand safety and data security. We periodically review these guidelines as well as continue to work together with our partners and clients to ensure the effective use of AI. If you have any questions related to our use of AI please reach out to your Crafted contact or email us at hello@crafted.co.uk.