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Image by Jess Bailey

Guiding Principles for Generative AI Use

Artificial intelligence (AI) and the number of tools that use Generative AI are growing. The opportunity that AI presents is vast but has potential risks. We, and our contractors, will use AI, Generative AI, and its tools ethically to serve our clients in the best way possible. This policy and our perspectives may change over time due to the many unknowns of AI and its development.

Our Perspective on AI

  1. Insight is gained from human experts rather than robots. Current AI technology cannot effectively replicate content that requires deep understanding, interesting perspectives, and pin-point strategies. Therefore, human subject matter experts will drive our editorial decisions.

  2. We are creative; we do not use AI-generated images or videos. AI tools can enhance design creativity, but the ultimate output is crafted by the creative person who edits it.

  3. Responsibility for the content resides in us. It is possible to utilize AI tools to offer suggestions or ideas. However, it is essential to acknowledge that AI tools could be better and occasionally make mistakes. In terms of structure and accuracy, AI-generated results may sometimes need to be improved. Therefore, it is the responsibility of humans to ensure that any output created by AI meets our quality standards.


How we might use AI, and how we won't

We may utilize Artificial Intelligence to generate ideas, create outlines, and produce small or large blocks of text - even entire articles. We may also use AI to edit, rewrite, reframe, or otherwise modify text we have written. We will not submit or publish AI-generated text straight from the source, and all such content will be edited and refined by a human writer. The person who uses AI tools to generate text is responsible for its accuracy and fact-checking. It's important to note that AI does not replace the role of a subject matter expert, editor, or creative in creating content. Lastly, we will only use AI tools to generate something based on the work of artists or creatives adequately compensated.

Legal Considerations

The US Copyright Office currently states that art created by AI cannot be copyrighted. This means that work designated as "made for hire" may not be defensible from a legal standpoint. Therefore, we will only use AI-generated images, graphics, or writing that have undergone significant human editing for any content a client may wish to claim exclusive ownership of (such as logos, iconic images or graphics, and thought-leadership content).

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