Artificial Intelligence Policy

1. The advancement of Artificial Intelligence (AI) technology offers a forward thinking and dynamic agency like Cal Partners significant opportunities to enhance operational efficiency and deliver exceptional service to our clients. However, the Cal Partners team acutely recognises that this technology also introduces challenges and risks that must be navigated carefully.

1.1. This policy transparently establishes guidelines for the ethical, professional, and responsible deployment of AI and Generative AI tools at Cal Partners. It clarifies best practices for our staff and provides a framework for communicating our approach to the use of AI ultimately for the benefit of our clients.

1.2. As AI technology and our usage of it evolves, this policy will be regularly reviewed and updated to reflect current best practices and regulatory requirements.

2. Cal Partners’ Approach to AI

2.1. We maintain that insightful content featuring unique perspectives and innovative thinking cannot be adequately reproduced by today's AI systems. Our content strategy will therefore continue to be guided by human expertise and experience, drawing from both our internal professional services marketing specialists and our network of clients, collaborators and industry contacts.

2.2. While AI represents a valuable resource for our writers, designers, and marketing professionals to enhance their capabilities, the final version will always reflect human judgment through careful selection, revision, editing, and refinement.

2.3. We acknowledge that AI systems frequently generate inaccurate information or produce substandard outputs in both substance and style. The Cal Partners team staff take full responsibility for ensuring that all AI-assisted work meets our quality standards before client presentation and where appropriate, publication online for example via websites, social media channels etc.

2.4. Since AI models are trained on internet-sourced content, they inevitably reflect the biases and inaccuracies present in that training data. We therefore never treat AI-generated perspectives as authoritative or correct without independent verification. We have systems, processes, policies and tools in place to ensure this happens consistently across the client work we deliver.

2.5. Audiences can inherently detect authentic human communication. Given AI's limitations in conveying humour, nuance, and genuine empathy, we recognise that purely AI-generated content falls short of the standard our clients expect and deserve.

2.6.Where AI tools are used to support client work, Cal Partners remains responsible for the quality, accuracy and suitability of the final output. We will be transparent with clients about our use of AI where this is relevant to the work being delivered, the handling of their information, or the nature of the output.

3. Permitted and Prohibited Uses

3.1. Permitted Applications:

• Brainstorming and idea generation
• Creating content outlines and structural frameworks
• Generating draft text ranging from brief passages to complete articles
• Where appropriate, the limited editing, rephrasing, restructuring, or otherwise modifying existing content

3.2. Prohibited Activities:

• upload, paste or otherwise share personal data, special category data, confidential client information, commercially sensitive information, login details, credentials or unpublished client materials into AI tools unless this has been approved and appropriate safeguards are in place
• rely on AI tools to establish the correct legal, regulatory, technical or factual position without independent verification
• publish, submit or send unreviewed AI-generated content directly from an AI tool
• use AI tools in a way that breaches client confidentiality, intellectual property rights, data protection law, contractual obligations or professional standards
• use personal data in AI tools for profiling, automated decision-making or training purposes unless this has been properly assessed, documented and approved

4. Privacy and data protection

4.1. Where AI tools are used in connection with personal data, Cal Partners will comply with the UK GDPR, the Data Protection Act 2018 and relevant ICO guidance.

4.2. Before using an AI tool in a way that involves personal data, Cal Partners will consider whether the use is lawful, fair, transparent, necessary and proportionate.

4.3. Cal Partners will avoid entering personal data into AI tools unless this is necessary, approved, and supported by appropriate safeguards.

4.4. Where appropriate, Cal Partners will consider whether a data protection impact assessment, legitimate interests assessment, processor review or update to privacy information is required.

4.5. Cal Partners will ensure that any personal data used with AI tools is limited to what is necessary for the relevant purpose.

5. Quality Assurance Requirements

5.1. All content generated with AI assistance must undergo comprehensive review, editing, and fact-checking by members of the Cal Partners team. This process includes:

• Requesting and verifying citations and sources for any data or claims
• Adapting content to align with client-specific tone, voice, and style guidelines
• Conducting plagiarism checks to ensure originality
• Eliminating clichés, biases, stereotypes, and overly generic or jargon-laden language

6. Approved Tools and Platforms

6.1. Our primary AI tools are our licensed ChatGPT and Claude subscriptions, which provide robust security and data protection features. Additional platforms such as Perplexity and CoPilot may also be utilised, with continuous attention to client confidentiality and data security considerations.

6.2. AI tools may be employed to generate visual content, including images and videos, exclusively through our licensed accounts and without infringing on copyright or brand assets. Any AI-generated visual materials must be clearly identified as such.

7. Meeting Recording and Transcription

7.1. When recording online meetings using AI-powered transcription or note-taking tools for content development or record-keeping purposes, we will always obtain explicit consent from all participants. Advance notice will be provided, with confirmation at the meeting's commencement, along with a clear explanation of how the recorded information will be stored and used.

8. Staff Training and Policy Updates

8.1. Cal Partners commits to providing continuous training and guidance on AI best practices to all staff members, with particular emphasis on ethical and responsible usage.

8.2 This policy will undergo regular review and revision to ensure we adapt appropriately to emerging technologies and evolving regulatory frameworks.

9. Questions, concerns and complaints

9.1. If a client, contact or other individual has a concern about Cal Partners’ use of AI, they can contact us using the details below.

For questions regarding this policy or to provide feedback, please contact us through our website at www.calpartners.co.uk or email hello@calpartners.co.uk.

9.2. Where the concern relates to how personal data has been handled, including personal data used with or affected by an AI tool, it will be handled in accordance with our Data Protection Complaints Policy.

9.3. Individuals also have the right to complain to the Information Commissioner’s Office, known as the ICO, where their concern relates to data protection.

Last reviewed: 12/08/2026