Last reviewed - 14th of July 2025
1. Our Principles
At JL Creative, we embrace the responsible use of Artificial Intelligence (AI) to support our values, as well as creativity, productivity, and the wellbeing of our team, always with the best interests of our clients at heart.
We are committed to:
Transparency in how we use AI
Ethical decision-making, including awareness of potential biases and environmental costs
Human oversight, AI supports our work, it does not replace our judgement
Prioritising data privacy, creativity, and accuracy
2. For Our Clients
We may use AI tools to assist with:
Content research and ideation
Copywriting assistance
Data analysis or performance forecasting
Image generation (labelled clearly)
Automation
Technical problem solving
We never publish AI-generated work without human editing, fact-checking, and context.
We will:
Clearly label AI-generated visuals or copy when AI played a significant role
Tell you when we’ve used AI in your projects
Avoid AI use when we believe it could negatively affect search performance, brand trust, or reputation
Keep our clients informed
If you have specific requirements around AI usage, we’re happy to adapt our approach, as long as we can operate safely, and there is no risk to you as a client, or our employees.
3. For Our Team (internal usage policy)
We use AI to improve efficiency and output, not to replace human skill or critical thinking.
Employees should:
Use AI tools for long-tail research, ideation, or summarisation, not for basic queries (use traditional search where appropriate)
Label any work that used AI tools (e.g. “Assisted by ChatGPT”, “Image generated using DALL·E”, etc.)
Ensure all outputs are fact-checked, edited, and aligned with our tone and brand
Avoid using AI for learning tasks, unless it’s AI-related training
Consider the ethical implications of tool use (e.g. does it introduce bias or misinformation?)
Always Ask:
Is this use of AI in the client’s best interest?
Would I be confident explaining how I used AI to the client or in public?
Is the output accurate, fair, and safe?
Would this task be better suited to a non-AI approach?
We reserve the right to restrict or change the tools we use if new risks or concerns emerge.
4. Environmental & Social Considerations
We are conscious of the environmental footprint of AI and encourage low-impact use of tools. As much as possible, we will favour AI tools and providers that:
Demonstrate energy-efficient practices
Are transparent about model training and emissions
Align with ethical values (e.g. fair data sourcing, responsible innovation)
Final Notes
This policy will evolve over time as the technology, and our understanding of it, develops. We welcome feedback and discussion from both clients and team members.
