At Wild Card we recognise the benefits of AI and aim to harness its power as appropriate to deliver the very best communication services to our clients and to support our team. We will always act as brand guardians and validators, preserving the integrity of our work and protecting our clients’ interests.
We may use AI tools including generative AI tools when undertaking planning, research or creative concepts. We will be open with our client where these tools are used.
Wild Card leads all copy and creative development with original human thought. The use of AI is here to add sourced data and insight to the team’s research and development. We do not use AI to draft copy, but we welcome it for information gathering and inspiration.
Anything developed with the help of generative AI will be subject to rigorous checks before sharing with the client.
Our clients’ data and information are stored on a secure server and not placed within AI tools. We will refrain from using generative AI tools to create confidential content. This includes client business plans, PPTs or documents, paid analyst reports, market insights, confidential research data, and text related to sensitive internal employee communications. We will not use AI on any way to undermine the rights of individuals, such as regarding the use of their personal data.
We will use proxy and anonymous company and personal details to maintain privacy. Additionally, we won’t use generative AI images as final creative for a client campaign without full discussion with our client about the specific artwork produced and why the use of generative AI tools is appropriate. These guidelines also apply to confidential internal agency information.
We will not use generative AI to create or spread deepfakes, misinformation or disinformation and we will honour the role of PR agencies in society.
We commit to accuracy by checking and sourcing data that generative AI tools provide, validating claims with a search of the source, checking for inadvertent plagiarism, copyright infringement or trademark infringement in AI-generated output.
We will ask vendors to explain how they use AI in their tools and work to eliminate biases and improve accuracy. Also, we will require vendors to provide transparency about the prompts and inputs they used to generate the desire output.
We will ensure transparency by disclosing the use of generative AI tools in any part of the creative, reporting and decision-making process to clients and influencers including individual pieces of work in which it played a substantial role. Disclosures can be in writing or verbal, depending on the circumstances.
We recognise that there is a serious risk that the use of AI tools can further embed historic biases. We will counter this by being aware of biases incorporated in AI-generated prompts and output using diverse perspectives within the agency to review prompts and content created by generative AI tools to ensure no bias is overlooked or shared externally.
We will not use generative AI as a replacement for human thinking, diverse experiences, insights or engagement. And we will not use generative AI tools to create images, likenesses or avatars that create discriminatory content. We will avoid relying on generative AI tools to translate or create documents into other languages.
Where we have signed up to the principles and codes on the use of AI such as the Global Principles on Artificial Intelligence, we will notify our client accordingly.
We conduct periodic reviews of this AI policy to ensure it remains current with technological advancements and industry best practices.