Introduction
At See Media, we recognise the growing role of Artificial Intelligence (AI) in the public relations and communications sector. AI presents opportunities to increase efficiency, creativity and insight-driven decision-making. However, we are committed to using AI responsibly, ethically and transparently, ensuring that our work continues to maintain the highest standards of quality, authenticity and trust.
This policy details See Media’s approach to AI use in client work, ensuring that every AI-assisted output benefits from our expert human oversight and aligns with our professional values.
Our Commitment to Clients
We pledge to use AI in a way that supports and enhances our work without replacing human expertise and control. Specifically, we commit to:
- Transparency: If AI has been used in any stage of content creation or analysis, we will disclose this upon request.
- Human Oversight: Every use of AI will be reviewed, refined and signed-off by a member of our team. No AI-generated content will be delivered to clients without human input and contextual understanding.
- Ethical Use: AI will never be used to generate misleading, discriminatory or biased content. We uphold the highest ethical standards in all our communications.
- Data Protection: We will only use publicly available information when interacting with AI tools and will never input confidential client data into AI systems.
How We Use AI
We use AI to support, not replace, our human expertise. Acceptable uses include:
- Meeting transcribing and summarising
- Research and content summarisation
- Idea generation and initial drafting
- Repurposing and refining existing content
- High-level data analysis for insights
AI will never be used to produce final client deliverables without human review. Additionally, we will never use copyrighted or confidential material without permission and will always protect our client’s intellectual property and privacy.
Responsible AI Practices
To maintain ethical and secure AI use, we adhere to the following principles:
- Accuracy & Accountability: AI-assisted content is checked for factual accuracy and tone consistency.
- Respect for Privacy: We do not input sensitive or proprietary client data into AI platforms.
- Security & Compliance: AI tools are assessed to ensure they meet industry standards for security and responsible use.
- Continuous Learning: We regularly review AI developments to ensure our approach remains current and aligned with best practices.
See Media AI Working Group
The See Media AI Working Group has oversight of AI use across the organisation. This group is responsible for evaluating AI tools, ensuring compliance with this policy and reviewing AI developments to maintain best practices. The AI Working Group also provides guidance to team members on responsible AI usage.
Review and Updates
This policy will be reviewed regularly to reflect technological advancements, regulatory changes and evolving industry best practices. Clients are welcome to request further details on our AI use at any time.
For any questions or clarifications, please contact Jade Ziola-Sammons, Account Director and AI Working Group Lead, at hello@see-media.co.uk.
The policy is regularly reviewed and may be amended at any time.
The Managing Director fully endorses this Policy.
Next Review: November 2026
Stuart Macdonald, Managing Director, See Media
hello@see-media.co.uk 0121 827 6622