The human.kind policy regarding



Artificial intelligence (AI) is rapidly transforming the advertising landscape. AI refers to computer systems that can mimic human intelligence, including the ability to learn and adapt. For human.kind, AI presents a powerful opportunity to enhance our strategic and creative processes, optimise campaign performance, and deliver superior results for our clients and stakeholders.

This policy is our guideline for the ethical and responsible use of AI. It covers text and visual content generation, as well as AI-based management tools, and aims to ensure compliance with copyright laws and ethical standards.

Why we use AI

AI is proficient in handling extensive data, enabling precise predictions and crafting tailored strategies that resonate with individual consumer behaviours. It has the power to transform advertising by managing data for tailored strategies and personalised experiences. Embracing AI enables us to deliver advertising that is not only highly creative but also intelligent and data-driven.

The aim is to achieve the following:

  • Enhanced account management
  • Completeness of content strategy and ideation
  • Enhanced targeting
  • Creative optimisation
Ethical Use of AI


We use AI in a manner that promotes fairness and avoids biases. We take care not to favour or discriminate against any group based on race, gender, religion, or any other protected characteristic.


We are transparent in our use of AI. Our clients, stakeholders and consumers are informed when we use AI to generate or modify content.


Our use of AI respects the privacy of individuals. We do not use it to collect, store, or process personal data without explicit consent.


We do not use AI to replicate copyrighted material, including (but not limited to) text from books, articles, lyrics, and images from various sources. We take all reasonable steps not to use AI-generated content that resembles copyrighted material. The AI tools we use have been trained on data sourced and utilised with the permission of the content creators.

When Do We Use AI?


We may use AI to automate repetitive tasks, freeing up time for more creative and strategic work. For example, we may use AI to automate the process of scheduling social media posts.


We may use AI to analyse data to provide personalised content and recommendations.


We may use AI to gain insights from large amounts of data, helping to inform strategy and decision-making. For example, we may use it to analyse campaign performance and provide insights on how to improve future campaigns.


With its access to vast amounts of information from multiple sources, we may use AI to speed up the research process. For example, AI can be used to find additional product information from various sources in a fraction of the time it would take a human researcher. In such cases, the results are always verified by human researchers.


We may use AI to assist in optimising agency and strategic processes as well as media and creative output for greater results.

Explaining Ideas Visually

We may use AI for visualising intangible ideas to clients and stakeholders. Using it in this way helps us bridge the gap between conceptual thinking and tangible visual representations.

When Do We Not Use AI?

As a Creative in its Own Right

While AI can assist in content creation, we do not use it to replace human creativity. There are aspects of advertising that require a human touch and understanding. For example, while AI can generate a rough draft of a blog post, a human writer will always review and refine the content.

For Sensitive Topics

When working with sensitive topics or campaigns, human judgement is crucial to ensure the content is handled with the necessary care and respect. For example, if a campaign involves a sensitive social issue, it is handled by human creatives to ensure that the content is respectful and appropriate.

For Confidential Information

We are aware that information we upload to an AI service may be retained and fed into the pool of training information.  This information can surface in replies to other user requests, causing an unintentional leak of confidential information. For this reason, we never upload confidential or proprietary information.


AI is a powerful tool that, used responsibly, can greatly enhance our advertising capabilities. However, if it is misused, AI can undo our best intentions. We have formulated, and unfailingly adhere to, this policy to ensure that we use AI in a manner that is ethical, respectful, and compliant with all relevant laws and regulations, so that we can benefit from the capabilities of AI while mitigating the risks inherent to using it.