At Transform, we adpot Artificial Intelligence (AI) thoughtlyfully to help us work smarter, faster and with sharper insights. From drafting and research to helping spark (but never replacing human creativity), AI is already part of how modern agencies and consultancies operate.
But with these opportunities come responsibilities. This policy sets out the principles we follow to make sure our use of AI is transparent, ethical, accurate and respectful of data, confidentiality, people and creativity.
This policy applies to everyone who works for and with us - our team, our directors, associates and consultants. In short - if you're working on behalf of Transform, you follow this policy.
• Generative AI: technology that can create new content like text, code, images or music.
• Large Language Model (LLM): a type of generative AI trained on massive datasets to understand language and create human-like responses.
• GPT (Generative Pre-trained Transformer): a specific type of LLM that uses deep learning to generate human-like text.
• Prompts: the instructions or questions given to an AI tool that shape its output.
AI is powerful, but its not flawless. Here are the key things we keep front of mind when we use it.
• Accuracy
AI can get things wrong or even 'hallucinate' producing answers that might sound convincing but aren't true. That's why we always fact-check its outputs.
• Bias
AI reflects the data it's trained on – and that data isn't free from bias. Left unchecked, AI can repeat and even magnify those biases. We work actively to spot and remove these.
• Intellectual Property (IP)
AI may generate material that overlaps with someone else's copyright or patent. We take care not to use AI outputs in a way that breaches IP rights.
Confidentiality & Data Protection
We protect confidentiality by never uploading internal, client, personal, sensitive, or NDA-ptotected data to AI systems. Where AI is used, we apply strict GDPR and confidentiality safeguards.
We take a principles-first approach, because the technology is evolving fast. Whenever we use AI, we commit to:
• Being transparent about when and how we use it.
• Taking full responsibility for AI outputs.
• Checking and owning the accuracy of AI content.
• Guarding against bias and working to eliminate it.
• Respecting intellectual property rights.
• Following data protection law to the letter.
• Making sure that whenever AI influences decisions, people always have the right to a human review.
• Safeguarding confidentiality by never uploading internal or client data to public AI systems.
• Only using AI tools that meet our data protection and security standards. We review tools carefully to ensure inputs are excluded from model training and GDPR compliance is maintained.
Only AI tools that meet our standards for privacy, security and compliance make it onto our approved list. We test and review every tool before it's cleared for use. Before a tool is used, we review it carefully to make sure inputs aren't used to train and improve the model and that it complies with GDPR.
We use tools responsibly for:
• Drafting internal documents.
• Background research.
• Sparking ideas and inspiration (always developed further by people).
• Supporting the background and early thinking behind marketing content – with all final content created by people.
• Writing instructions or technical materials.
• Supporting code development.
• Carrying out statistical analysis to inform our work.
Whenever AI plays a part in the process, we'll say so. And we always choose opt-out settings so our data isn't used to train external AI tools.
If AI is used in our recruitment process, we'll be upfront about it in our Privacy Policy. Every applicant will always have the right for a decision to be reviewed by a person.
AI is developing at speed, so our approach will evolve too. We review this policy often – and whenever laws, technology or best practice shift – so it always reflects current laws, best practice and the highest ethical and professional standards.
We publish this policy openly to give our clients and partners confidence in how we use AI responsibly and transparently.
