Formative and Generative AI

This document outlines our approach to using and testing artificial intelligence (AI) across the agency, ensuring that human oversight, ethical integrity and creative excellence remain at the core of our work.

At Formative, we see AI as a powerful tool that, when used responsibly, can enhance our creativity, efficiency and the effectiveness of our client work.

While the technology is still emerging, we believe AI will become another valuable tool for agencies – one that we integrate thoughtfully and ethically into our everyday workflows. Generative AI tools are resources at our disposal, not a replacement for human expertise. As such, we treat AI as part of our toolbox, with human talent and oversight, critical thinking and ethical considerations guiding everything we create.

Our approach is built on thoughtful storytelling – combining carefully crafted editorial with compelling visuals to create responsible, engaging brand communications. AI may assist in structuring information or streamlining certain tasks, but it will never replace the depth of thinking, nuance and audience awareness that define our work. 

At the core of our policy is the belief that AI should serve creativity, not replace it. We use it where it adds value, but always with human oversight, ethical consideration and a deep commitment to crafting meaningful, ownable brand narratives.

1. Human first: Human skills: writing, creativity and journalistic expertise are at the heart of what we do. We see AI as a tool to enhance – rather than replace – the accuracy and originality of our content. While we embrace the use of AI, we recognise that it carries reputational risks and will ensure human oversight at every use. Critical thinking, empathy and innovation remain essential to maintaining quality, ethical standards and innovation.

2. Transparency: We are committed to transparency with clients and stakeholders about where and how we use AI. Our priority is to enhance productivity without compromising content quality. Like many businesses, we use digital tools with built-in AI functionality, including Microsoft, Google, Slack, Otter and Asana. AI supports our content creation by assisting with research, summarisation and structuring. At the start of any client relationship, we will discuss AI usage preferences, including restrictions and tools.

3. Protecting proprietary information: We will not upload any proprietary or client data to non-proprietary AI tools or databases. This includes unpublished content and shared files not already in the public domain. Personal or personnel data will never be entered into LLMs.

4. Fact-checking: Accuracy remains paramount. Our team of specialist journalists, editors and sub-editors review and verify factual information in all our content, ensuring nuance, client sensitivities and credibility are upheld.

5. Bias mitigation: We acknowledge AI's limitations and actively ensure fairness through human oversight. Our team works to minimise biases related to gender, race, ethnicity and other protected characteristics, promoting equal representation in our content.

6. Continuous learning and improvement: AI is a rapidly evolving field, and we are committed to staying up-to-date with the latest advancements, ethical frameworks and industry best practices. We foster a culture of continuous learning within our team, while regularly reviewing and auditing the tools we use.

Accountability and responsibility: We encourage open communication and feedback, enabling employees to raise concerns or suggestions regarding AI processes. Our commitment to responsible AI extends to all levels of our organisation, promoting ethical conduct and responsible decision-making.