Acumen’s Code of AI Principles

July 2024

• We commit to the responsible and ethical use of AI technologies. We pledge to use AI-generated content ethically to support of quality, effective communication and engagement

• We maintain that humans are crucial in meaningful communication and relationships. We believe in leveraging AI as a tool to enhance, not replace, human creativity and professional expertise in communications. Our use of AI applications is designed to augment our professional expertise, creativity, capability and experience

• We prioritise data privacy and security in our AI processes, adhering to all relevant regulations and ethical standards, even as technology outpaces legislation. Our team remains accountable for the work we produce, including AI-assisted outputs

• We are committed to building understanding and openly addressing the limitations and potential risks of AI and their impacts on our business and our clients

• We invest in AI literacy and continuous learning and development for our team, ensuring they are equipped to work effectively and ethically with AI tools

• We are committed to sharing our learnings and best practice in AI usage within the PR and communications industry, contributing to the responsible advancement of AI in our industry

• We seek to collaborate with clients, partners, and technology providers who share our commitment to ethical AI use in communications and engagement.