AI Principles

At Rationale we believe in the power of human creativity. It’s what inspires us. It’s
also what differentiates us, and also what fuels our growth as an agency.
Our position at Rationale is that while artificial intelligence (AI) can be used to
enhance the efficiency of our creative outputs, our humans bring a depth of
understanding, empathy and originality that no machine can replicate.

1) Quality Assurance

At Rationale, we use AI to support our creativity. We will never present
AI-generated work as entirely human-created.

We do not cut corners.

We always apply a process of human quality assurance to anything that has
been generated or assisted by AI. Human oversight is a key part of the strategic
and creativity process when it comes to maintaining the agency’s quality and
relevance.

2) Ethical Usage and Confidentiality

As a B Corp, we are committed to making a positive impact in everything that we
do. Our internal AI Policy ensures that staff are aligned with best practices for
ethical AI use, safeguarding against misuse. This commitment to ethical practices
extends to maintaining the confidentiality and integrity of client information,
reinforcing our dedication to both ethical standards and client trust.

3) Continuous Learning/Training

Our internal AI Steering Group is responsible for ensuring that all staff are kept
up-to-date with developments in AI and how these changes relate to the work
that we do.