Generative AI Usage Policy

Because human oversight is paramount to monitor and evaluate AI-generated content and decisions, this policy outlines the current guidelines for the appropriate and ethical use of Generative Artificial Intelligence (AI) at S3 McMillan. It aims to ensure that AI technologies are used to enhance creativity, build efficiency, and ensure client satisfaction while maintaining the ethical, professional, and brand integrity of S3M and our clients. 

1. Ethical Usage Guidelines for Generative AI Tools

We believe that AI should be used as a tool to enhance human creativity, not as a substitute for it. Therefore, AI can be utilized at S3M for tasks such as data analysis, trend prediction, and strategic and creative exploration where it can improve efficiency and outcomes.

S3 McMillan may utilize Generative AI for: 

• Assistance to accelerate the creative process
• Research, summarization, and analysis
• Creating conceptual artwork to convey ideas (comps)
• Aiding with retouching of human-generated photography and artwork
• Providing text-to-voice for accessibility purposes
• Aiding with editing and refining sound and video

It is important to realize that AI-generated work cannot be copyrighted at this time, and therefore may not be “ownable” by S3M or our clients. It is also subject to bias, errors, and hallucinations. Therefore, without explicit client approval, S3 McMillan will not:

• Use unverified AI-generated research or analysis
• Use AI-generated headlines, taglines, or other brand-related copy without thorough editing, including: 
  • Fact checking
  • Brand alignment review by Creative Director
• Use AI-generated visuals, video, music, or voice acting in finished work 
• Publish AI-generated blog posts, articles, or advertisements
• Use AI to create false, deceptive, or misleading content, including “deep fakes” or other manipulative media.

S3 McMillan will seek out AI models trained on diverse and unbiased datasets to ensure fair and inclusive outcomes.

AI technologies must be used in compliance with all applicable laws, regulations, and ethical standards, and respect intellectual copyright laws. 

2. Client Communication and Transparency

We believe that S3 McMillan should help our clients navigate the ever-changing AI landscape. Clients must be informed when AI is used as part of the creative process or in the delivery of services. Clear communication about the role of AI in projects, including any limitations or biases, is essential. Therefore: 

• The agency will inform clients how we might utilize AI to service their account, and clients must consent to the use of AI and the extent of that use in writing.
• This policy will be shared with all current clients and with new clients when they are onboarded, and will be made available on our website.

3. Data Privacy and Security

We believe in doing our utmost to champion our clients’ brands. Entering confidential client information into ChatGPT and other open-source Generative AI platforms can expose that information to the world, violating our confidentiality agreements with clients. 

• S3M team members must either ensure that use of the Generative AI is “closed” to the outside world or refrain from entering any confidential information (including agency or client name, as well as any product/service details not already in the public domain). 
• The use of AI must comply with all data privacy laws and regulations, ensuring the protection of client and consumer data.

4. Education and Training

We believe that AI will continue to have an accelerating impact on our profession. Therefore, employees must receive training on the responsible and ethical use of AI, including understanding its capabilities, limitations, and biases. Systems and procedures for continuous learning, sharing, and training on AI and other technological advances in the creative industry will be developed and maintained.  

5. Innovation and Experimentation

We believe that the only way to understand Generative AI is to use it. While maintaining ethical standards, the agency encourages innovation and experimentation with AI to explore new creative avenues and improve service offerings. Having said that, projects involving new or experimental AI technologies should undergo rigorous ethical review and approval before implementation. 

6. Reporting and Accountability

We will work together to assure that we follow and update these guidelines as needed. Any issues, ethical concerns, or breaches related to AI use must be promptly reported to a member of the agency leadership team for review at an executive level. Individuals and teams are accountable for the AI technologies they deploy and must ensure their alignment with this policy.

Compliance with this policy is mandatory for all employees and contractors, and violations will be addressed seriously. The policy will be reviewed and updated regularly to adapt to evolving technologies and ethical considerations.