Artificial Intelligence Policy

Artificial Intelligence Policy – v1 11 May 2022

Our policy towards artificial intelligence (AI) is that it will never replace human creativity, neither will published work created by AI ever be passed off as our own.

That is not to say that Gravity Global does not recognise that the world is in a constant state of change and technological evolution. We embrace this change and are working to understand the impact, importance, and implications of when, where and how we can use AI in developing effective marketing strategies, informing creative concepts, and assisting with performance optimization and evaluation.

However, it’s essential to establish a clear AI use policy to ensure that our business uses AI ethically and responsibly.

When using AI in a published environment, we will ensure that any generated content is clearly labeled as such. We will ensure to the best of our ability that it complies with all relevant regulations and guidelines. We will also monitor the performance of the AI-generated content and make any necessary adjustments to ensure it meets the required standards.

To communicate our AI use policy to clients, we will include it in our new client contracts and inform them about the use of AI in their projects when applicable. We will ensure our use fulfils our contractual obligations to our clients including ownership and IP. We will track AI use on client projects for audit purposes. We will also have a dedicated page on our website outlining our AI policy, and we will make it available to anyone who requests it. Additionally, we will provide regular updates to our clients about the performance of the AI systems and address any concerns they may have.

Here are the basic use-case rules for our business:

  1. Human-centered: We believe in a human-centered approach to AI that empowers and augments professionals, and that AI technologies should be assistive, not autonomous.
  2. Data Privacy: We will ensure that all data used by AI is collected and stored securely, and we will only use it for authorized purposes.
  3. Fairness and Transparency: AI will not be used to discriminate against any individuals or groups.
  4. Bias Mitigation: We will work to identify and mitigate any biases in AI.
  5. Accountability: We will take responsibility for any harm caused by AI and take measures to rectify them.
  6. Human Oversight: We will ensure that all AI systems are overseen by human experts who can monitor their operation and intervene if necessary.
  7. Boundaries: We believe in understanding the limitations and dangers of AI and considering those factors in all our decisions and actions.


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