AI policy: establishing guidelines for responsible use

Ensuring ethical and responsible integration of artificial intelligence (AI) into brand strategy and consulting

1. Purpose

At Firstwater Advisory, we recognise the transformative potential of artificial intelligence (AI) in enhancing brand strategy, stakeholder engagement, and operational efficiency. This policy establishes guidelines for the responsible, ethical, and effective use of AI technologies, ensuring alignment with our commitment to clarity, purpose, and impact.

2. Scope

This policy applies to all Firstwater Advisory employees, contractors, and partners engaging with AI-driven tools, platforms, or services. It encompasses:

  • AI-assisted decision-making;

  • AI-generated content and brand assets;

  • AI in research, data analysis, and stakeholder engagement;

  • AI ethics and bias prevention.

3. Core principles

3.1 Ethical use

  • Deploy AI that is consistent with Firstwater’s values, sustainability commitments, and stakeholder trust;

  • Avoid using AI to mislead, manipulate, or replace genuine human creativity and expertise.

3.2 Transparency and accountability

  • Disclose AI-generated content (text, visuals, or recommendations) where relevant;

  • Maintain human accountability for AI-assisted outputs.

3.3 Bias and fairness

  • Evaluate AI models for bias and inclusivity before adoption;

  • Regularly review AI-driven decisions to ensure fairness and accuracy.

3.4 Data privacy and security

  • Ensure AI tools comply with GDPR, UAE data laws, and other applicable regulations;

  • Refrain from processing personally identifiable information (PII) with AI without explicit consent.

3.5 Human oversight

  • Use AI to augment, not replace, human expertise in brand strategy and consulting;

  • Train employees to assess AI-generated insights and content critically.

4. AI in brand strategy and consulting

4.1 AI-assisted research and insights

  • Utilise AI to analyse market trends, stakeholder behaviour, and brand positioning, ensuring data sources are credible and validated.

4.2 AI in content creation

  • Before publication, human experts are required to review and approve AI-generated content (e.g., blog drafts, reports, design assets);

  • Disclose AI-generated content; do not present it as solely human-created without disclosure.

4.3 AI in client engagement

  • Enhance client support with AI-driven automation, including chatbots, while allowing human intervention when necessary;

  • Ensure consultants review AI-generated client recommendations before presentation.

5. Governance and review

  • Review this policy quarterly to reflect advancements in AI capabilities and ethical standards;

  • Assign a designated AI Ethics Officer (or team) to oversee compliance, risk assessment, and training initiatives.

6. Implementation and training

  • Mandate AI literacy training for all employees to ensure responsible use;

  • Vet and approve AI tools before integrating them into Firstwater workflows.

7. Non-compliance and enforcement

  • Corrective actions, such as additional training, restricted AI tool access, or disciplinary measures, should be taken to address violations of this policy.

8. Future outlook

  • As AI evolves, Firstwater Advisory remains committed to leading in responsible AI adoption, ensuring that technology enhances both our brand impact and ethical responsibility.