Guide MKTG's Artificial Intelligence Policy
Guiding Principles for Generative AI Use
Artificial intelligence and the number of tools that use Generative AI are growing. The opportunity AI presents is vast but it is not without potential risks. We, and our contractors, will use AI, Generative AI and its tools in an ethical way in order to serve our clients in the best way possible. This policy and our perspectives may change over time due to the many unknowns that come from AI and its development.
Our Five Principles
Insight comes from experts. Not robots.
We believe that content containing deep insight, interesting perspectives, and empathy cannot be effectively replicated by current AI technology. We will rely on human subject matter experts to drive our editorial decisions.
It's the artist that paints, not the brush.
AI tools are powerful and they can and should be used by writers, designers, and strategists to enhance their ability to deliver effectively for our clients, but the creative person chooses, rewrites, edits, and ultimately crafts the final output.
Responsibility for the content resides in us.
We know AI tools can (and often do) make mistakes and deliver poor results in terms of both form and facts. Responsibility relies with humans to ensure anything created with AI meets our standards of quality.
AI has the opinions of the internet, and the internet is dumb.
AI tools have been trained on the content of the internet and therefore carry many of the biases and errors found on the internet. We never assume that an AI tool has the 'right' opinion.
People want to connect to people.
People are intuitive and can sense when they are hearing from a real, good-faith human. AI is bad at humor, subtlety, and empathy, so fully AI-generated content has limitations.
How we might use AI
- Generate ideas
- Generate outlines
- Generate small and large blocks of text
- Edit or rewrite text
- Generate different opinions on a topic
How we won't use AI
- Share proprietary or confidential information
- Use AI to determine the correct opinion
- Submit or publish AI-generated text straight from the source
- Use AI to generate anything based on uncompensated artists' work
Responsibilities
- All AI-generated text will be edited and refined by a writer.
- The person who uses AI is responsible for its accuracy and fact checking.
- AI does not replace subject matter experts, editors, or creatives.
Legal
Current guidance from the US Copyright Office is that AI-generated art cannot be copyrighted. Therefore we will not use AI generated images, graphics, or writing without significant human editing for anything that a client would need to claim exclusive ownership of (logos, iconic images, thought-leadership content, etc).