Ethical, Innovative, and Human-Centered AI Use

1. Purpose

This policy outlines how Amperative develops, integrates, and uses Artificial Intelligence (AI) in a way that is ethical, innovative, transparent, and respectful of both our staff and clients. Our aim is to unlock AI’s potential while safeguarding human values, data integrity, and trust.

2. Guiding Principles

2.1 Ethics and Responsibility

AI will be used in alignment with international ethical standards and human rights.
We will not build or deploy AI systems that cause harm, enable unlawful surveillance, discrimination, or exploitation.
All AI outputs will be reviewed to avoid bias, unfair treatment, or misleading information.

2.2 Innovation and Creativity

AI is a tool to enhance human creativity and productivity, not to replace it.
We encourage responsible experimentation with AI to improve efficiency, design quality, and user experiences.
Staff are supported in exploring AI-driven solutions that expand our technological capabilities while maintaining high professional standards.

2.3 Transparency and Trust

Clients will be informed whenever AI is significantly used in the development, design, or decision-making processes that affect their products.
AI-generated outputs will always be subject to human oversight and quality assurance.
When third-party AI tools are used, we will disclose their role and ensure compliance with licensing and intellectual property laws.

2.4 Data Privacy and Security

Client and user data will never be used to train AI models without explicit, informed consent.
All AI-related data handling will comply with GDPR, CCPA, and other applicable data protection regulations.
Security best practices will be followed to safeguard against misuse or leakage of sensitive information.

2.5 Valuing People

AI adoption is intended to support and empower staff, not diminish their roles. Training and resources will be provided to help employees use AI effectively.
We recognise the human expertise and creativity of our team as central to our work. AI augments, but never replaces, the unique value of people.
Clients will always have the final say in how AI is applied to their projects, ensuring alignment with their vision, ethics, and goals.

3. Acceptable Use of AI

For Staff: AI may be used for ideation, research, prototyping, automation of repetitive tasks, design, code generation, and accessibility improvements—always with critical review.
For Clients: Examples of where AI can be used to bring additional value to clients include:
- Integration into web and app solutions (e.g., chatbots, recommendation systems, personalisation engines). These will only ever be implemented after ensuring ethical alignment, consent, and robust testing.
- To retouch images and generate missing backgrounds
- To collate discovery interviews and provide moodboard suggestions
- To create mock ups of our designs edit copy.
Prohibited Uses: AI must not be used for plagiarism, spreading misinformation, unfair manipulation, or activities that compromise security, rights, or trust.

4. Accountability and Governance

An AI Ethics & Innovation Committee will periodically review AI practices, tools, and integrations to ensure ongoing compliance with this policy.
Staff and clients are encouraged to raise concerns about AI use without fear of reprisal.
This policy will be reviewed annually to remain relevant with evolving AI standards, laws, and innovations.

5. Commitment

At Amperative, we believe AI should serve people, creativity, and progress. By following this policy, we commit to harnessing AI responsibly—supporting innovation while safeguarding the dignity, rights, and trust of everyone we work with.