AI Policy

AI tools are changing how the creative industry works — fast. At SIM7, we believe in using AI to enhance the quality and efficiency of our work, without losing sight of what matters: clarity, craft and human insight.

This policy outlines how we use AI in ways that are transparent, responsible and aligned with your expectations as a client. It reflects how we work with you, how we protect your data, and how we make decisions about AI.

Our Commitment to AI

We use AI to support stronger ideas and faster delivery — but it never replaces human judgement or creativity. AI helps us explore, ideate, draft and analyse, but every output we send is reviewed, refined and approved by a real person. That’s a promise.

We’re transparent about our use of AI, serious about your privacy, and focused on delivering the best possible work — powered by people.

Why This Matters

Our AI policy exists to:

  • Use AI safely, ethically and consistently
  • Stay transparent about how AI contributes to your work
  • Protect your confidentiality and intellectual property
  • Keep creativity front and centre

We review this policy regularly to keep pace with changing tools and regulations.

How We Use AI

We use AI platforms such as ChatGPT, Claude, Perplexity, Notebook LM, CoPilot and Ideogram:

  • Draft early-stage content or ideas
  • Explore tone of voice or creative directions
  • Support strategy and competitor research
  • Summarise interviews or meeting notes
  • Write first-draft briefs or outlines

All AI-generated content is treated as a starting point — it’s always reviewed, shaped and approved by a human before reaching you.

We never:

  • Share confidential or sensitive client data with public AI tools
  • Deliver raw or unedited AI content
  • Use AI without considering ethical, legal or reputational risks

Subcontractors and Safeguards

We work with trusted subcontractors from time to time — and they follow the same rules we do:

  • No sensitive client information is entered into AI systems
  • AI can support research or creative thinking, but not act as a final source
  • All outputs must be reviewed and validated by a human
  • AI use must be legally compliant and ethically sound

This standard is written into all of our contractor agreements.

Transparency and Communication

We aim to be open about our use of AI:

  • Our AI policy is always available alongside our T&Cs and Privacy Policy
  • We position AI as a value-add, not a shortcut
  • We never send AI-generated work without proper human input

You can always ask us how AI was used on a specific deliverable — we’ll give you a straight answer.

Legal and Ethical Commitments

We’re committed to using AI responsibly.

Legal Compliance

  • We follow UK GDPR and applicable laws
  • We never enter personal data into AI tools without explicit consent

Ethical Use

  • We avoid biased, misleading or discriminatory content
  • We use AI to support — not substitute — creativity

Copyright and IP

  • AI content isn’t automatically considered rights-cleared
  • We check and validate all outputs for originality and appropriateness

Our Governance Model

We apply simple but effective oversight:

  • All client-facing outputs are checked by a human
  • One team member acts as our internal AI lead
  • We review AI use and this policy quarterly

This approach ensures consistency, compliance and creative integrity.

Continuous Learning and Inclusion

AI is new to many – and that’s OK. Within SIM7, we:

  • Offer informal training and experimentation
  • Share learnings, tools and best practice
  • Check in with the team regularly to ensure no one’s left behind

The human element remains central to how we think, work and create.

Risk, Bias and Accuracy

We treat AI as a useful assistant — not a reliable source of truth. To manage risk, we:

  • Cross-check facts and claims
  • Check for bias or unbalanced language
  • Maintain a healthy dose of critical thinking at all times

Policy Review

We’ll update this policy quarterly — or sooner if legislation or best practice changes. If you ever want more detail, or to discuss how we use AI on your projects, just ask.

We’re on this journey thoughtfully — with curiosity, clarity and care.