AI AND MOLE: OUR PHILOSOPHY

AI is becoming an integral part of the world and will form a part of all our futures. It is important to us at Mole to have clear guidelines and ethics in place to support how and when we use AI – and where we do not – as part of offering relentlessly outstanding service to our clients.

Philosophy

We see AI as a tool, not a replacement for human expertise. We use AI where it can make us smarter, faster or more efficient in the services we can deliver for our clients. We do not use it as a replacement for human expertise and creativity. We aim to take an ethical approach to our use of AI, built on transparency and fairness and with attention to the risks surrounding copyright, IP, discrimination, bias and environmental harm.

Guidance

We support our team with a clear set of rules on when AI can and cannot be used. In particular, we have strict guidelines in place to protect client confidentiality and IP. Mole operates lists of approved AI tools, which have been vetted for safety and quality. Our guidelines were developed and are reviewed with input from our whole team. 

Transparency

We follow the details of the EU AI Act on transparency and comply with all other relevant guidelines. In particular, we are open with clients about any substantive use of AI, and we believe that AI content should be flagged to the end user if it could be misleading (for example, any use of AI representation of humans).

Creativity

We believe that AI cannot and should not replace human creativity. Our team’s skills, experience and deep immersion in client businesses are what drive successful creativity. We may use AI for creation of reference images and first drafts, but we know that our team add the magic to our work.

Copy and content

We never use AI tools to create the final draft of any copy. Our skilled in-house writers know our audiences and our clients’ tone of voice and use their skills to craft appropriate copy. We may use AI to help with ideas and drafting where this will help us to do a better job for clients. We are diligent in cross-checking facts and references for accuracy. We expect clients to be open with us about any use of AI to generate briefs, imagery and copy which they supply to us, which allows us to be cautious in the way in which we interpret it.

Our Golden Rules

1. All work produced by Mole must pass our Triple Human test:

  • Was there significant human intervention in the creation?
  • Has everything been fully checked, verified and finalised by a human?
  • Does it look, read, and feel like a human piece of work?

2. We assume that sharing with AI means sharing with the world, and use this guidance to control the information we share with stand-alone AI tools

3. AI can be the start of a process, or an efficiency tool, but it is never the whole journey. We believe in the creativity and cleverness of our team in delivering digital magic for our clients.

Client requests

On occasion a client may ask us to use AI tools to speed up delivery or reduce costs. We will assess the results and risks and have an open conversation before taking a joint decision.

Questions?

If you have any questions about Mole’s use of AI, we would be delighted to talk with you, and urge you to contact your Mole account manager in the first instance.

 

For the avoidance of doubt: these rules were written by a human!