Filament is a digital marketing agency serving business clients primarily in the technology sector. We embrace the use of Artificial Intelligence (AI) tools as part of how we work, including for planning, ideation, content creation, and media production.

This policy explains how we use AI and is intended to keep our clients and prospects informed about our approach. We believe transparency on this topic is important, and we will review and update this document as our use of AI evolves.

Our Commitments

Across all uses of AI within our business, we are committed to the following principles:

• Human oversight: AI tools support our team. They do not replace human judgement, creativity, or accountability. There is always a human in the loop.
• Quality: All client-facing work produced with AI assistance is reviewed and edited by a human before delivery.
• Transparency: We will be open with clients about how AI is used in work we produce for them.
• Data protection: We handle all client data with care and will not use it in ways that compromise confidentiality or privacy.
• Fairness: We will not use AI to create content that is misleading, discriminatory, or intended to deceive.

AI Tools We Use

We access AI capabilities in two ways:

1. Through direct subscriptions to dedicated AI tools, and
2. Through AI features built into the broader software applications in our technology stack, for example productivity software, SEO platforms, and project management tools.

We maintain an approved list of AI tools for internal use. Clients who wish to know which specific tools are being used in connection with their account are welcome to ask their account contact.

Planning and Ideation

We use AI tools to support our strategic and planning work. This includes tasks such as researching market trends, generating campaign concepts, developing content strategies, producing initial outlines or briefs for further development by our team and for understanding a Large Language Model’s (LLM) propensity to recommend a client, for example for Generative Engine Optimisation (GEO).

All strategic outputs that are shared with or presented to clients are reviewed, shaped, and validated by our team before delivery.

While AI tools inform our thinking, they do not determine our recommendations.

Content Creation – Copy

AI plays a role in our content creation process across several stages:

• Ideation and research: We use AI tools to assist with topic research, keyword analysis, and content outline recommendations.
• Drafting: We may use AI to generate cursory draft copy. These are always substantially rewritten by a human copywriter and/or edited by a human editor before use.
• Editing and refinement: We may use AI to assist with content or sentiment analysis, proofreading, tone adjustment, and/or readability improvements.

Any client copy we deliver undergoes thorough and rigourous human editing to ensure it meets the brief, reflects the intended voice and tone, complies with our quality standards, and conforms with the client’s brand tone of voice.

Where AI-assisted copy is produced for search-optimised content, our approach is consistent with Google’s guidelines for high-quality, people-first content. Quality is always the primary goal.

The AI tools we use for content work are configured to prevent Filament and client information from being used to train public AI models.

Content Creation – Images and Video

We may use AI in the creation or editing of visual content, including:

• Generating original images or video assets to meet campaign or brief requirements.
• Making minor edits to existing images or video files (for example, resizing, background removal, or colour correction).
• Sourcing AI-generated images or video from reputable licensed image libraries to which we hold subscriptions.
• Generating subtitles for video content, which are always reviewed by a human editor for accuracy before use.

We will not use AI to create images or video that are misleading, discriminatory against any individual or group, or intended to deceive the audience.

Where AI-generated imagery is used in client-facing campaigns, we will disclose this to the client as part of our normal creative review process.

Data and Privacy

We take the security of client data seriously. Our approach to data when using AI tools is as follows:

• We only use AI tools that offer appropriate data protection controls, including the ability to opt out of public model training.
• We do not input sensitive client information, including confidential strategy documents, personal data, or commercially sensitive materials, into AI tools unless we have verified that those tools process data securely and in accordance with applicable privacy laws.
• Where client data is processed by third-party AI tools, we ensure this is consistent with our data processing obligations and, where required, our agreements with clients.

If you have questions about how your data is handled in connection with AI tools, please speak with your account contact.

AI Recording and Transcription

We occasionally use AI-powered recording and transcription tools to capture video meetings, webinars, and similar events.

We will always notify all participants before activating any recording or transcription tool and will provide participants with a copy of recordings or transcriptions upon request.

Our Team

We are committed to using AI to augment, rather than replace, the creative and strategic capabilities of our team.

We maintain an approved list of AI tools and guidelines for appropriate use. We invest in training to help our team understand both the practical application of AI and its ethical implications, including data privacy, content authenticity, and responsible use of generative tools. This includes developing prompt engineering skills to ensure effective and appropriate use of AI capabilities.

Disclosure to End Audiences

Norms and expectations around AI-generated content are evolving rapidly. We will keep our position on audience disclosure under review and will follow applicable regulatory requirements and emerging best practice.

Where we have a view that AI-generated content in a specific campaign warrants disclosure to its end audience – for example, on grounds of transparency or to meet platform requirements – we will raise this with the client as part of our creative process.

Policy Review

Given the pace of change in AI technology and regulation, we will review this policy at least annually and update it as our practices or the wider landscape evolve. The current version and date are shown at the top of this document.

Questions about this policy can be directed to your Filament account contact.

Last update: 8 May 2026