AI
policy.

We use AI tools in our work, and we think you should know how. This page explains what we use them for, what we will not use them for, and the safeguards we apply. It is written to be read by clients, by procurement teams and by anyone carrying out due diligence on us.

Our position

Artificial intelligence is a tool, in the same category as a code editor, a design application or a spell checker. It changes how quickly we can work and the range of options we can explore. It does not change who is accountable for what we deliver. Every piece of work that leaves this studio has been reviewed by a person who understands it and stands over it.

We are not interested in using these tools to quietly deliver less. We use them to spend less time on the mechanical parts of a build and more on the parts that need judgement.

Where we use AI

• Writing and reviewing code. Generating boilerplate, suggesting implementations, refactoring, and reviewing our own work for bugs and security issues.
• Drafting content. First drafts of copy, alternative headlines, and editing for tone and length, always with a human writer and the client's sign-off.
• Design and assets. Exploring layout and visual directions, and generating or editing supporting imagery where an original or licensed asset is not required.
• Research and analysis. Summarising documents, comparing technical options, and interpreting analytics.
• Testing and quality assurance. Generating test cases, checking accessibility, and reviewing for errors.
• Internal administration. Notes, documentation, and project record-keeping.

Where we do not use AI

• We do not put client confidential information or personal data into public or consumer AI services.
• We do not use AI to make decisions about individuals.
• We do not deliver AI-generated work that no one has read. There is no unreviewed output in anything we hand over.
• We do not use AI to produce assets that need to be legally exclusive, such as logos and trade marks, unless a client has specifically asked for that and understands the position on originality.
• We do not pass off AI-generated work as something else. If you ask us how a particular deliverable was produced, we will tell you.

Your data

Where we use AI tools in connection with your information, we use business or enterprise tier services which are contractually committed not to train their models on what we submit. We do not use free or consumer tiers for client material.

Where we process personal data on your behalf, that is governed by our Privacy Policy and by any data processing agreement we have signed with you. Those documents take precedence over this page. If you need a record of the specific sub-processors involved in your project, ask and we will provide it.

If you would rather we did not

Some organisations have policies, funding conditions or procurement rules that restrict the use of AI. That is a reasonable position and we would rather know at the start than discover it later.

Tell us before the project begins and we will do one of three things: confirm we can work within your restrictions, quote you again on a different basis, or tell you honestly that we are not the right fit. What we ask is that the conversation happens up front, because it affects how we scope and price the work.

Building AI features into your product

This is different from us using AI to build your site, and it carries its own considerations. If we are integrating a chat assistant, a search tool or anything else built on a third-party model, we will talk you through the accuracy limitations, the ongoing usage costs, the dependency on a provider we do not control, and any obligation you may have to tell your own users. Those points are set out contractually in clause 23.7 of our Terms and Conditions.

Keeping this current

These tools are changing quickly and this page will change with them. It describes how we work; the binding obligations between us and our clients are in clause 23 of our Terms and Conditions, and this page does not vary or add to them.

If you have questions about any of this, or need something more detailed for a tender or a supplier assessment, contact us at [email protected].

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This policy was last updated on 11 August 2026.