AI Policy

Last updated: February 2024

About this policy 

This document has been drafted to support Sookio in using AI tools ethically, legally, and effectively so that we protect our clients and demonstrate best practice at all times. AI is a rapidly advancing technology and we will update this policy at regular intervals. 

Each Sookio team member is committed to identifying and capturing opportunities arising from emerging technologies. We are encouraged to be curious about new technology, expand our understanding of how they can be used and how they work, and use them within the parameters set out in this policy.   

While our team is aware of the potential offered by AI tools, we also acknowledge the limitations and pitfalls, and continually seek to uphold factual accuracy, observe ethical usage, and continually refine our approach to using them. 

Our use of AI tools will support three core principles: 

  1. Quality: We’re cautious and circumspect in our approach to working with generative AI tools, using them for research and ideation. We will check and cite with care, to avoid being susceptible to bias and misinformation.  

  2. Protection: We will follow developments in legal regulation closely to ensure we are protecting our content and our clients from issues relating to copyright and fair use of data. 

  3. Privacy: Sookio will never input sensitive information or private client data into generative AI tools. We will adhere to the principles of GDPR, being transparent in our use of generative AI and how we collect and store data. 

Essential terms 

Sookio is a digital marketing agency based in Cambridge, UK. We develop marketing strategies, run marketing campaigns, create content such as copywriting, social media posts, graphics, video and podcasts, and deliver training in person and online. 

Artificial intelligence, or AI, refers to the simulation of human intelligence in machines that are programmed to think and act like humans.  

Generative AI is a broad label for any type of artificial intelligence (AI) that can be used to create new text, images, video, audio, or code.  

Large Language Models (LLMs) are part of this category of AI. They are trained on vast amounts of existing data and generate human-like text. 

ChatGPT, Bing AI and Google Bard are publicly available web-based versions of generative AI, that allow users to enter text prompts and seek a view from the system, or to ask the system to create textual output based on a given subject. They allow individuals to summarise long articles, get an answer of a specific length to a question, or have code written for a described function.  

Behind the scenes 

We always share with each other how we’re using AI tools in our daily work 

When we use any generative AI tool, we will let our manager know and, when relevant, show them the before and after version. This could be in the form of a quick conversation over a laptop at the desk, or sharing links over Slack.  

Sookio will create a training guide and invest in our team 

We want to use these tools to support, not replace, our team’s creativity. We’ll create a list of approved tools our team can use, and create an internal training guide with examples to help new team members understand how we can and can’t use these tools. We will invest in training for our team on writing prompts and fact-checking. 

We support sustainable practices in digital activity 

Training AI tools on large data sets, using them to capture information, and then storing this data has a large carbon footprint in itself. We will carefully consider our usage, so we strike a balance between realising the incredible potential of AI tools and lessening the environmental impact where possible. 

Content creation 

Using AI text generators  

Sookio may use text generators for topic research 

Generative AI tools like ChatGPT are capable of processing vast quantities of information to attempt to swiftly summarise complex topics.  

When using text generators to research a topic, the Sookio team will always fact check and cross-check the resulting material, to ensure false information is not mistaken as fact. We will never put sensitive and private client data into a text generator.  

We may use text generators to spark ideas and inspiration 

AI tools can support us in project research and the ideas generation process, similar to how we ask a colleague for an idea on how to approach a creative task. 

We will always prioritise quality and authenticity in the content we produce  

We will be critical and responsible users of generative AI tools – and that means not publishing anything written completely by them, and being aware of the many reasons why we shouldn’t. Material gathered from a text generator will not be copy and pasted into either our internal or public-facing material without human editorial processing. 

Through human editorial processing, Sookio will always: 

  • Ensure all content is factually correct and ethically sound 

  • Edit wording to the appropriate tone of voice and brand guidelines  

  • Check for biases and stereotypes 

  • Avoid plagiarism  

With this in mind, we will not publish any written content that is 100% produced by generative AI. We will always apply brand guidelines, fact-check responses, and re-write in our own words.  

Whether using the outputs from generative AI verbatim or with minor alterations, we will make clear to those reading that one of these tools has been used. To do this, the tools will be cited in a footnote, with its URL and any sources used as inputs. 

Using AI audiovisual tools  

Sookio may use image tools to correct and make minor edits 

Image editing with AI tools can speed up Sookio’s work. We may use these tools to make minor changes to a photo, to make it more usable without changing the subject matter or original essence. 

For example, if we require a photo in a landscape ratio but only have one in a portrait ratio, we might use Photoshop’s inbuilt AI tools to extend the background of the photo to create an image with the correct dimensions for a website. 

We will use image editing tools ethically 

We do not use any image or video editing tools to change the essence of any original visual content, on our website, social media, or anywhere else. For example, we do not change the expressions, appearance, ethnicity, or any other core features of those captured in photography, video and images. 

Sookio may use audio and video tools to remove distractions for audiences 

Just like image tools and text generators, AI audio and video tools can also help us save time with creative projects. For example, our team can save hours of editing time by using audio clean-up tools to remove unwanted background noise or using video clean-up apps to remove distractions in shots in seconds. 

AI tools may be used for creating subtitles in video editing programs 

This saves us time, enabling us to pass the cost saving onto our clients. Some social media platforms will use AI to create voiceovers to go with the subtitles too. We will always proofread the final content that goes out to ensure accuracy. 

Sookio does not use voice clone generators or create deepfake videos 

We do not use AI tools to recreate the voice or appearance of anyone, as there are major ethical implications and legal risks attached to this.  

Research, analysis and ideation 

Sookio does not input any sensitive, private or embargoed information into AI 

Text generators allow users to paste in articles or data and build a prompt around them, such as ‘write a social media post about this article’ or ‘analyse this data and tell me about the trends’. 

However, there are risks to privacy and intellectual property associated with the information we enter into these tools.  

The Terms of Use in many AI tools are not clear on how the inputs are stored or may be accessed in the future. Sookio will only ever input information that is already in the public domain. We will not input any confidential or restricted data, in the same way that we do not share this on social media, in an external email, or discuss in public. 

For example, if our team is working on content based on a story that has been embargoed by our client and they want to get some inspiration for the copy, there are only a few ways they could use AI tools. They could not paste their unpublished copy or web link into ChatGPT in advance of the embargo lifting, or paste in raw client data kept on a private SharePoint site. 

Meetings, training and webinars

We will not record or store content without consent 

AI transcription tools such as Otter, Fireflies and features built into Zoom and other video communications platforms enable meetings to be transcribed and the audio recorded and stored. These tools are becoming widely used, but not everyone understands how they are used or what it means when they say yes to being recorded. 

We may request consent to record an online meeting using these tools when we need to gather information for content creation, for example an interview with a scientist to help us write a blog post. We will give advance notice and mention this at the start and the end of the call, including explanation of where the information will be stored. 

On occasion we will use AI notetaker tools to transcribe sales meetings or other business discussions, but only following consent or a request to do so from the other party; it will not be a matter of routine. We will be clear at the start and end of a meeting if it has been recorded, and transparent about how the data is stored. 

We request that our training sessions and webinars are not recorded 

Our digital marketing training has been built and refined over many years and we have ownership over the intellectual property of this content. We ask that attendees are not using transcription tools to record, store or share the content. We are also mindful that not everyone on the call will have given consent for their input to be recorded. 

We reserve the right to end the session or remove people from the call if they do not abide by this policy. 

Hiring processes at Sookio 

We check applications for use of AI 

While the Sookio team is expected to experiment with tools and keep up with an ever-changing industry, we look for people who can think for themselves and value quality in the work they deliver to our clients.  

We can detect when applications have been compiled using solely ChatGPT and other AI tools and this may negatively impact how your application is perceived. 

We will be authentic during the hiring process 

We may use AI tools built into recruitment platforms that match quality candidates with the vacancies we have placed on these sites. 

Whether by phone or face to face, you will be interviewed by a real person and the interview will not be recorded, transcribed or stored. We may keep your CV and covering letter on file in case we need to contact you about future roles.