Ethics Policy: Technology and AI


This policy outlines how we take an ethical approach when using technology and artificial intelligence (AI) – all the while staying true to our values and complying with relevant legislation.

Our commitment to clients

Through this policy, our customers can be assured of our commitment to maintain our standards of creativity, integrity, professionalism and honesty, as well as protect their data. We want to confirm to clients that they will receive the best of our offering from skilled professionals who are trained on how to get the most out of AI, and who will never dilute their unique skill set and creativity if or when using it. We treat technology as an enhancement, not a replacement.

Our guidance for employees

This policy also guides our employees on best practices for using technology and AI within their roles in an ethical manner.

How our values apply

  • Goal-getters: Driving our clients and our business forward is important to us. So, we stay open to new tools and methods that can work for good – saving everyone time and money, and allowing us to get to the best outcome quicker.
  • Bold thinkers: We take pride in our originality. We use AI to accelerate, rather than originate, when it comes to content creation.
  • Team players: Being ethical is a company-wide effort. We work together to share our thinking and learnings, and collaborate openly. After all, the more heads, the more potential.

Use of technology

Technology and AI help to make our processes more efficient. But with these tools comes ethical responsibility – both in terms of client data and content production.

We use AI to:

  • Brainstorm content ideas: AI tools help us generate a range of content ideas based on the objectives and criteria that we’ve established with the client. These ideas serve as starting points for our creative content development, and always undergo review and refinement.
  • Framework content: This helps us create outlines for pieces quicker so that we can focus on the creative aspects of content production. Every framework is edited and proofed to add in the human touch as well as ensure it covers all necessary points. 
  • Conduct research: This allows us to perform research tasks – such as analysing data, as well as finding relevant articles and reports – at a quicker pace. All research is fact-checked with links verified. 
  • Draft content: In certain cases, agreed with the client, we might use AI to increase the speed or cost-efficiency of content creation – generating initial drafts before we then add depth, creativity, and our expertise to the content. The refined draft is presented to the client for approval, and further revisions are made in line with any feedback and preferences until the content meets their expectations.
  • Sense-check content: We use technology and AI to evaluate the strength of our own drafts (analysing things like clarity and coherence), identify key messages (ensuring our content is clear, to the point, and aligns with our clients’ objectives), and pinpoint areas for improvement (suggesting edits to refine the language or structure). Our team reviews this feedback before making the necessary changes.

We never use AI to:

  • Write content without further input: While AI can accelerate content creation, it can never replace the unique creativity and emotional understanding of a human writer. That’s why all content we produce with the support of AI undergoes a meticulous review and refinement process by a dedicated member of our team.
  • Input confidential data: We understand that some pieces will contain personal data. These will never be inputted into an AI tool, even if we are using it to extract key insights or create a framework. Our clients’ privacy (and the privacy of their customers) comes first, and we’ll never compromise their data.

Ethical considerations: responsible use


We’re always upfront. If we use AI in any part of the content process, we’ll be honest about it with the client in question and provide the option not to use AI-assisted content.

Data privacy

Any personal or sensitive data we receive will be treated as such, meeting the requirements of current data protection regulations. 


We’re aware that AI does have the ability to be harmful. While we only use it for suitable causes, we take liability for any damage it could potentially have.


We know that a machine can’t replace the intelligence of a human. So, anything produced by technology will be checked by us for accuracy and bias.

Use of client information

We put our clients’ data first. Any personal data we collect and process (either the client’s data or the data they own on their customers) will be used in accordance with data protection regulations and only for authorised business purposes. It will not be shared with anyone outside of Making You Content, except in cases where agreed by the client. 

This applies to all platforms, including information collected on the following parties:

  • Website visitors
  • Email correspondents
  • Email newsletter subscribers
  • LinkedIn newsletter subscribers
  • People who engage with social media accounts
  • Survey respondents
  • Job applicants
  • Current and former employees

If you have any complaints about how we’ve collected and used your personal information, recommendations for improving our practices, or would like to access any personal information we hold on you, then please email us at [email protected].

How we sustain our ethics


We provide the necessary training and resources to employees, and will update this as the technology evolves. This ensures our staff are aware of their responsibilities, and know what behaviour is acceptable when it comes to using AI and technology. We also make sure they understand the risks and ethical considerations.


We effectively communicate with both our employees and clients around our technology usage. This ensures we protect data and privacy, as well as comply with relevant legislation.


We review our usage of AI and the tools themselves, ensuring they align with our ethical standards as technology advances.


We report on this usage of technology and AI, creating recommendations for any best practice, policy or training updates that are required. We then move this to the action phase where necessary.


We keep our policies and usage guidelines updated, especially in cases where developments have been made to tools that affect us or the work we do for clients. Changes are communicated to all parties involved when required, including employees.

Get in touch

If you need further information around our usage of technology and AI, please contact us at [email protected]. We’ll happily answer any questions you may have.