AI Policy

Our Approach to AI

How we use generative AI, responsibly, in the work we make for you

AI has become part of how creative work gets made from retouching, CGI to animation and moving images. We use it where it helps us make sharper, more ambitious work for our clients, and we use it with care. This is our commitment to how we do that.

It reflects the UK advertising industry’s standards for responsible AI use, set by the IPA, ISBA, AOP and the Advertising Association so the studios and brands we partner with can be confident their work is in safe hands.

People lead, always

Every project is directed and signed off by our creative team. AI helps us work faster and explore further, it never replaces the human judgement that makes work yours.

Transparency with you

We are open about where and how AI is used on your work, and we never hand over AI-generated or AI-altered material without your agreement first.

Respect for rights

We work only with tools we have vetted for how they handle rights and data, and we don’t knowingly produce work that infringes copyright, trademarks or an artist’s distinctive style.

Your material stays protected

Confidential and unreleased material is handled only in secure, approved environments, and we never depict a real person without the proper consent and rights.

Honest, trustworthy work

We don’t create undisclosed deepfakes or anything designed to mislead the public because your brand’s trust with its audience is the point of everything we make.

Fair representation

We review generated imagery for bias and stereotyping, so the people in your work are represented fairly.

Have a question about how we’d approach AI on your project? We’re always happy to talk it through.