This AI Ethics and Responsible Use Policy explains how Dan Mackenzie Creative ("we", "us", "our") uses artificial intelligence tools and agentic systems responsibly in consulting, research, creative work, and automation. It should be read alongside our Privacy Policy and Copyright and License Policy.
1. Our AI principles
We follow these core principles:
Human-centric AI: AI enhances human creativity and judgement; it does not replace expert decision-making.
Transparency: Clients are informed when AI tools meaningfully contribute to their projects.
Privacy: Client data is handled securely and is never used to train AI models without explicit consent.
Fairness: We actively monitor for and mitigate bias in AI outputs.
2. AI applications across services
AI may be used to:
Accelerate research and pattern analysis in strategic consulting.
Support ideation, content optimisation, and technical workflows in creative projects.
Assist with planning, vendor comparison and logistics in event management.
In all cases, human experts review, interpret, and refine AI-assisted outputs before they are delivered to clients.
3. Data governance and AI
We:
Obtain explicit consent where AI will process identifiable client data.
Minimise data passed to AI systems to what is necessary for the task.
Use secure, reputable AI providers.
Remove project data from AI workspaces after a defined retention period aligned with our Privacy Policy.
Client data is not repurposed to train general AI models. Data collected through platforms such as Google Analytics, Cloudflare, Mailchimp, and Typeform is governed by our Privacy Policy and Cookie Policy and is not fed into AI training.
4. Quality, accuracy and bias mitigation
AI-generated facts, figures, and recommendations are checked against trusted sources and domain expertise.
We:
Validate critical information before use.
Monitor outputs for discriminatory or harmful patterns.
Correct inaccuracies and bias promptly.
5. Transparency and client controls
We aim to:
Clearly explain where and how AI is used in your project.
Distinguish between AI-assisted and fully human-generated work where relevant.
Offer options to limit or avoid AI use where appropriate.
Clients may request more detail about AI involvement in their deliverables.
6. Agentic AI and system access
Where agentic AI tools have read/write access to systems (such as documentation hubs, analytics platforms, or project spaces), we:
Restrict access to appropriate scopes.
Maintain human oversight of significant changes and outputs.
Apply logging and review processes to monitor AI activity.
Any such access is disclosed in our Privacy Policy and project agreements where relevant.
7. Compliance and governance
We aim to comply with applicable data protection laws (including UK GDPR) and evolving guidance on AI ethics and accountability.
We review this Policy regularly and update it as best practice and regulation develop.
