Our Artificial Intelligence (AI) policy

As a digital marketing agency serving business clients primarily in the technology sector, Filament embraces the use of Artificial Intelligence (AI) tools.

This document describes ways that we use AI to enhance our business and serve our clients. It is intended to provide information to clients about the use of AI within our business.

We are committed to ensuring that any use of AI is free from biases and discrimination and that the data we collect is handled with the utmost care and respect for individual privacy rights and client privilege.

AI tools

We directly subscribe to various AI tools and also access them through other marketing and business software applications in our technology stack. For example, productivity software and SEO tools provide access to AI capabilities.

Content creation – copy

AI has a function in our content creation process. We leverage AI tools to assist with content ideation, including tasks such as topic research and content outline recommendations.

We only use publicly available information in the creation of prompts for AI tools. Sensitive information that is shared with us under Non-Disclosure Agreements in place between Filament and its clients will not be used with publicly available AI tools.

When creating marketing content, our copywriters do not utilise AI for writing body content. This applies to website pages, white papers, infographics, and other similar marketing content.

Consistent with Google Search’s Guidance About AI-Generated Content, we may sometimes generate SEO-specific copy using AI, but this is always edited by a human to ensure we meet Google’s requirements for “rewarding, high quality content”.

Any copy we deliver to our clients undergoes thorough human editing to ensure readability, alignment with the brief, and compliance with our quality standards.


Content creation – images and video

We may use AI in the creation of images or video, as well as minor edits to existing images or video files to meet the needs of a campaign or brief.

We will not use AI to create images or video which are mis-leading, discriminatory against a particular group or intended to deceive the viewer.

We may purchase AI-generated images or video from reputable online image libraries we have subscriptions to.

We use AI tools to create subtitles for video content and, in this instance, they are checked by a human editor for accuracy.

Training our team

We aim to leverage these tools to augment, rather than supplant, the creative endeavours of our team. To support our team, we make available an approved list of AI tools and how they are to be used.

We will also invest in training for our team to help them understand the appropriate and ethical implications of AI use, as well as arming them for the future with prompt creation instruction.

AI recording and transcription tools

Occasionally, we employ AI recording and transcription tools to capture video meetings, webinars, and similar events.

We will always inform all participants of our intent to do so before the tools are activated, and we will always supply participants with a copy of recordings or transcriptions on request.

Policy amendments

We may, at any time and at our discretion, vary this Artificial Intelligence Policy by publishing the amended AI Policy on our Site. We recommend you check our Site regularly to ensure you are aware of our current AI Policy.

For any questions or notices, please contact us at:

Email: [email protected]

Last update: 27 March 2024