At Footprint Digital, we’re keenly aware of the rapid advancements in and transformative power of AI, and its growing role in digital marketing, tools, and software.

Footprint Digital has always been at the forefront of technical evolution, and AI is no different. We maintain our commitment to technical innovation by proactively exploring the capabilities of artificial intelligence within our workflow. We are fostering internal expertise through collaborative discussions, and strategically evaluating the potential of AI ahead of controlled implementation.

We are dedicated to leveraging AI to elevate our creative output and operational efficiency, whilst maintaining a strong focus on responsible, ethical, and sustainable AI adoption.

We will always strive to uphold our company values, and we will never compromise on our standards of excellence. We understand the importance of a cautious approach and will not rush into AI adoption without thorough testing and careful consideration, viewing AI tools initially as learning aids. Every application of AI in client-facing work will undergo rigorous testing to ensure that it meets our high standards.

We will:

• Use AI to enhance human work, not to eliminate it
  We may use AI tools to enhance our work, but human expertise will continue to lead the way.
• Adopt AI-powered insights, not AI-driven services
  Whilst AI-powered tools may help to support a task or strategy, all services will retain skilled human-centric execution.
• Create AI process or agents to improve efficiency
  We’re committed to leveraging AI to improve efficiency, aiding or eliminating repetitive tasks, and freeing our team to focus more on expert driven strategy and consultation.
• Remain conscious of the responsible, ethical, and environmental impact of AI
  AI’s impact demands ethical focus. We must monitor biases, environmental implications, and misuse to ensure responsible, beneficial AI adoption for everyone.

We will not:

• Replace human insight, expertise, and intelligence.
• Replace human judgement, innovation, or interaction.
• Make strategic or commercial decisions based on AI alone.
• Deploy AI automation without human oversight.
• Utilise AI without human moderation.
• Use AI to dictate marketing strategy.
• Permit usage of identifiable brand information within AI tools.
• Permit usage of personally identifiable information within AI tools.
• Allow generative AI tools to use data for learning.
• Permit the usage of AI tools/systems that have not been extensively vetted and tested.
• Use AI without consideration towards the environmental impact.
• Use AI for the sake of using AI.