As an agency, we recognize the transformative role AI is playing across many industries, including our own. This policy establishes clear guidelines for ethical and responsible use of AI and automation tools across the agency. Trust and ethics are at the heart of our approach. We strive to use AI tools to enhance our human creativity without compromising on data integrity, privacy, or excellence.
Our policy is guided by the following principles:
- AI in tandem with human oversight: Our human-in-the-loop approach means decisions and final reviews are always conducted by a person: our staff. AI tools may be used to help enhance and augment human intelligence. All outputs generated by AI are verified, edited, and fact-checked by humans.
- AI Disclosure and Transparency: Coldwater may disclose the use of AI tools for workflow and research-related tasks should the client ask. Research sources and citations should always be documented should a client ask for more details. There are two levels of AI usage at Coldwater
- Generative AI content: this includes AI-assisted copy, AI-generated images, or AI-generated video.
- AI-assisted workflow tools: this includes software that has AI-embedded tools such as media monitoring platforms, social media monitoring tools, word editors with AI-assistants. Usage of these applications is part of our daily work and Coldwater will only disclose usage if the client should ask.
- Data Security and Privacy: Coldwater Communications will do its utmost to ensure clients’ data security and privacy are protected to the best of its knowledge and ability. Sensitive and proprietary data will not be shared on AI tools and platforms that the client has not screened and consented to. Closed enterprise-level platforms are preferred.
- Quality of work: Coldwater Communications remains dedicated to providing our clients the highest quality of work and care. Strict quality control will be adhered to when reviewing outputs generated by AI tools for plagiarism, inaccuracies, errors, and any copyright infringements. AI tools are used to enhance our quality of work. Any output generated by AI must meet the same quality standards as work produced by our humans.
- Ethics and Biases: Coldwater Communications recognizes biases exist in the algorithms that operate AI. We will do our best to review AI tools, understand what biases may exist, and counter it through more specific and diverse prompts. We will ensure any usage of AI-generated outputs does not conflict with our values as an Agency, and that we are not creating harmful outputs that perpetuate discrimination, are biased, offensive, or create mis and dis-information.
- Third-Party AI Usage: We will require third-parties (such as influencers) on client work to disclose use of AI in generative video or image content.
- Copyright: Take copyright into consideration when using AI generated output. Do not use AI generated imagery, music, or art in any final client output due to potential copyright infringements.
- Training and Education: All staff will receive training of this AI Policy as part of their onboarding process. We will remain dedicated to ongoing training and education around AI and data usage for our employees and encourage the flexibility to experiment and test tools and new technologies as they emerge in a safe way that complies with our AI policy and principles.
- Annual Review: AI moves fast, and we are dedicated to reviewing our AI Policy yearly to ensure we are moving along with it.
- Approved AI tools: Coldwater subscribes to premium versions of ChatGPT Plus, Claude Pro, Microsoft Copilot, and Canva. Any new tools proposed by staff must be reviewed and approved by Coldwater Directors and Founder. Use of unsanctioned AI tools is prohibited for client-related task, and violations of this policy will result in disciplinary action.
