Artificial Intelligence Statement

Our position on artificial intelligence (AI) is clear: it will never replace human creativity, and we will never present AI-generated work as our own.

That said, Pure Rank Digital recognises that the world is constantly evolving with new technology. We welcome this change and are actively exploring how AI can enhance our work, from developing marketing strategies to shaping creative ideas and improving performance tracking.

As AI capabilities advance rapidly with developments in large language models, generative AI, and automated analysis tools, we believe it's vital to have clear guidelines to ensure we use AI ethically and responsibly. The emergence of advanced AI assistants and automation tools in 2024 and 2025 has made it more important than ever to establish proper boundaries and ethical frameworks.

Our Commitment to Transparency

When we use AI in any published work, we'll clearly mark it as AI-generated. We'll do our utmost to ensure it follows all relevant rules and guidelines, including emerging regulations around AI disclosure and usage. We'll also regularly review AI-generated content and adjust it as needed to maintain our high standards.

For our clients, we'll include AI usage details in new contracts and keep them informed when we use AI in their projects. We'll ensure this meets all our contractual duties, including ownership and intellectual property rights. We'll also keep records of AI use for all client work for audit purposes.

With the introduction of AI watermarking standards and content authentication initiatives in 2025, we're committed to adopting industry best practices for identifying and tracking AI-generated content. This includes using content credentials and provenance tracking where applicable.

Our Core AI Principles

• Human-Centred: We believe AI should support and enhance human professionals, not replace them. AI should assist, not act independently.
• Data Privacy: We'll ensure all AI data is collected and stored safely, using it only for approved purposes. We comply with all data protection regulations including GDPR and emerging AI-specific privacy laws.
• Fairness and Transparency: We won't use AI to discriminate against any person or group. We actively monitor for algorithmic bias and ensure our AI usage promotes equality.
• Reducing Bias: We'll actively work to find and reduce any biases in our AI systems through regular audits and diverse training data.
• Accountability: We'll take responsibility for any issues caused by our AI use and work to fix them promptly. We maintain clear documentation of AI decision-making processes.
• Human Oversight: All our AI systems will be monitored by human experts who can step in when needed. Critical decisions always involve human review.
• Understanding Limits: We recognise AI's limitations and potential risks, including hallucinations, outdated training data, and context misunderstanding. We consider these in all our decisions.
• Environmental Responsibility: We acknowledge the environmental impact of AI computing and strive to use AI efficiently, choosing sustainable options where possible.
• Continuous Learning: As AI technology evolves rapidly, we commit to staying informed about best practices, new capabilities, and emerging ethical considerations in the AI field.

Adapting to AI Developments

As of August 2025, the AI landscape continues to evolve at an unprecedented pace. We're closely monitoring developments in multimodal AI, autonomous agents, and industry-specific AI tools. We're particularly focused on:

• The integration of AI into everyday marketing workflows and creative processes
• New standards for AI safety and alignment being developed by leading research organisations
• Regulatory frameworks emerging globally, including the EU AI Act and similar legislation
• Advances in AI interpretability and explainability that help us understand AI decision-making
• The growing importance of synthetic data and its implications for privacy and accuracy

We regularly review and update this statement to reflect changes in technology, regulation, and best practices. Our commitment remains constant: to use AI responsibly, transparently, and always in service of human creativity and expertise.