Responsible practice
Our Use of AI
We build our own software and we use AI in our work. Here is how, and where we draw the line.
Last updated: 6 July 2026
Our position
Artificial intelligence is now part of how modern communications work, and we use it deliberately rather than reluctantly. It helps us see more, move faster and give clients sharper thinking for their money. But it is a tool in the hands of experienced people, not a replacement for them.
Human judgement leads
Every piece of work we produce is directed, reviewed and signed off by senior people who know your sector. AI can help us research, monitor and draft. It does not decide strategy, it does not make reputational calls, and it never speaks for a client without a person standing behind it.
Where we use it
We use AI to help with research and media monitoring, to surface opportunities and trends, to speed up first drafts and ideation, and to power the proprietary tools we have built for our sectors. In every case, a person checks the output before it goes anywhere near a journalist, a client or the public.
Where we don’t
We do not publish unchecked AI-generated content. We do not let AI make strategic or reputational decisions. And we do not put confidential client information into public AI systems.
Data and confidentiality
We handle client information in line with our confidentiality obligations and our Privacy Policy. We use appropriate, professional-grade tools, and we do not allow client data to be used to train public AI models.
Accuracy and transparency
AI-assisted work is held to exactly the same editorial standard as everything else we do. We verify facts, figures and quotes before they are used. If a client asks how AI has been used on their account, we are happy to explain.
Kept under review
The technology and the regulation around it are moving quickly. We keep this policy, and our practice, under active review as both develop.