JBP Associates recognises the transformational potential of artificial intelligence (AI) in enhancing productivity, creativity, and decision-making across the strategic communications sector. This policy outlines how AI will be used responsibly and effectively to benefit our clients, employees and stakeholders while safeguarding ethical standards and maintaining a human touch in everything we do.
The policy aims to:
- Define the acceptable use of AI tools and technologies within JBP Associates
- Establish principles for the ethical and responsible implementation of AI
- Ensure compliance with relevant laws, regulations and industry standards
- Promote transparency and trust in AI-driven processes
This policy applies to all employees, contractors and partners working with or on behalf of JBP Associates. It governs the use of AI tools and systems in all company activities, including client services, internal operations and marketing efforts.
Principles for AI use:
- We will ensure that our use of AI is transparent, explainable, ethical and complies with all relevant laws and regulations (e.g., GDPR).
- We will not claim AI-generated work as our own, and use of AI for client work will always be discussed and agreed with our clients.
- In situations where there is a risk our use of AI might be seen to be misleading, or where agreed with a client, we will disclose the use of AI alongside the generated content.
- The ultimate responsibility for work produced with the assistance of AI rests with JBP Associates’ employees.
- Employees are expected to review, validate, and, where necessary, edit AI-generated content to ensure it aligns with client needs, company standards, and industry best practices.
- Employees must avoid inputting sensitive, confidential, or personal client data into AI tools unless explicit consent is obtained and appropriate safeguards are in place.
- Efforts must be made to ensure AI-generated content is free from bias and reflects the diverse audiences served by JBP Associates and its clients.
- Employees are encouraged to stay informed about developments in AI technology and its implications for the PR and public affairs sectors.
- JBP Associates will provide training and resources to ensure employees understand the capabilities and limitations of AI tools, and we encourage staff to experiment with AI tools, without restrictions, when the activity is not related to client work or sensitive internal data.
- JBP Associates commits to avoiding the use of AI for unethical purposes, including the creation of deceptive, harmful, or manipulative content.
- When using a new AI tool for work purposes, we will review it in detail according to the following criteria: data protection, intellectual property, professional liability, bias, technical appropriateness, complexity, and need.
- AI can be used as part of internal processes and to assist with generating documents and content. Examples include creating first drafts or summarising video calls. However, staff will always be responsible for fact-checking, editing, and making final decisions on the content.
- Employees will be provided with clear boundaries for using AI tools to balance creativity with ethical responsibility and data security.
Implementation
- The senior leadership team is responsible for overseeing the implementation of this policy and ensuring compliance.
- Regular audits will be conducted to assess the use of AI tools, ensuring adherence to this policy and identifying opportunities for improvement.
- Employees are encouraged to report any concerns or breaches of this policy to their line manager or the compliance officer.
This policy will be reviewed annually or as required to reflect changes in AI technology, regulations, and business needs. Updates will be communicated to all employees and stakeholders promptly.
JBP Associates is committed to leveraging AI responsibly to enhance our work and deliver value to our clients. By adhering to the principles outlined in this policy, we aim to maintain trust, uphold our ethical standards, and embrace innovation in a rapidly evolving industry. AI was used in the creation of this policy.