Effective Date: September 2026

INTRODUCTION

AI is one of the most transformative and disruptive technological shifts in human history. This statement is designed to outline my beliefs on the responsible use of AI in business, and influence responsible use of AI within my industry. As a designer, I believe avoiding AI and pretending it doesn't exist is not realistic in the long term- staying aware of it's progress and understanding it's use cases is important for the sustainability of my own business and creative fields at large. This statement is intended to show my honest standing but make no mistake- I believe human creativity is central to all good work and AI is more often then not a tool that extinguishes uniqueness and innovation. I seek ways to find a balance this technology with my creativity and best 'know my enemy' so I can remain competative and active in my business for many years to come. Being educated and understanding the technology ≠ my endorsing of it, or love of it.

Thank you and credit to Paul Roetzer and the Marketing AI Institute team for supplying The Responsible AI Manifesto for Marketing and Business as a starting point for me to define my own responsible practices in my businesses as this technology evolves.

MY RESPONSIBLE AI PRINCIPLES

1. I believe in the responsible design, development, deployment and operation of AI technologies.
2. I believe in a human-centred approach to AI that empowers and augments professionals. AI technologies should be assistive to original ideas, not autonomous or creative.
3. I believe that humans remain accountable for all decisions and actions, even when assisted by AI. The human must remain in the loop in all AI applications.
4. I believe in the critical role of human knowledge, experience, emotion, and imagination in creativity, and seek to explore and promote emerging career paths and opportunities for creative professionals that do not diminish or exploit the efforts of other creative endeavours.
5. I believe in the power of language, images and videos to educate, influence, and affect change. I promise to never knowingly use generative AI technology to deceive; to produce content for the sole benefit of financial gain; or to spread falsehoods, misinformation, disinformation, or propaganda.
6. I believe in understanding the limitations and dangers of AI, and considering those factors in all of our decisions and actions.
7. I believe that transparency in data collection and AI usage is essential in order to maintain the trust of our audiences and stakeholders.
8. I believe in personalisation without invasion of privacy, including strict adherence to data privacy laws, mitigation of privacy risks for consumers, and following our moral compass when legal precedent lags behind AI innovation.
9. I believe in intelligent automation without dehumanisation, and the potential of AI to have profound benefits for humanity and society.
10. I believe in an open approach to sharing our AI research, knowledge, ideas, experiences, and processes in order to advance the industry and society.
11. I believe in the importance of up-skilling and re-skilling professionals, and using AI to build more fulfilling careers and lives.
12. I believe in partnering with organisations and people who share these principles.

HOW I USE AI TODAY

While I am still experimenting with AI technologies to determine if I even want to use them in my practice, I primarily use AI for aiding in marketing for my own business and to help gather research and articulate initial ideas in some some aspects of client-related work. I currently use a collection of Software-as-a-Service (SaaS) products for:

1. Speech-to-text transcription
2. Content summarisation 
3. Extracting and summarising data as part of the brand strategy process (eg. pulling information about competitors or a target audience)
   
4. Indicative copywriting drafting (eg. using AI as a starting point before adapting and re-writing in my own tone of voice and with fact-checking. This is also sometimes used for creating placeholder copy when creating client designs to help with visualisation)
5. Non-artistic image generation (eg. extending backgrounds, removing staging equipment in photographs)
6. Product and branding mock-up images (eg. showing how yet non-existing packaging could look or be presented)
7. Indicative image generation (eg. creating an image to explain how brand photography could look, creating an unconventional bottle shape to explain a custom packaging idea).
8. Sourcing products or searching for better pricing