Artificial Intelligence (AI) Policy
Mad Fish Digital is a certified B Corporation committed to being the best agency for the world — starting with our employees, our clients, their customers, and our community. As a business, we understand that our decisions matter, which is why we take our approach to artificial intelligence (AI) seriously.
The digital marketing landscape will always be changing. As an innovative agency, we must evolve while maintaining our standards of service and our commitment to ethical systems. We will always stand by our values of being accountable, genuine, collaborative, and innovative as we navigate the decisions that affect our clients, our team, and our industry.
As a values-based agency, we have stood by our Code of Ethics. We developed this AI policy to provide additional transparency into our work and how we endeavor to frame our services and innovation with ethical growth in mind.
Commitment to Responsible AI Usage
Artificial Intelligence (AI) is a rapidly evolving technology revolutionizing marketing by enhancing various strategies and operations. AI is used in a multitude of existing marketing spaces including but not limited to customer insights, predictive analytics, chatbots and customer service, content creation, visual creation, automating tasks, machine learning and algorithm based advertising platform features, optimizing ads, and predictive analytics of advertising investments.
This AI policy will further guide our innovation and ensure that the work we deliver meets high ethical and legal standards. This policy outlines our commitments to ourselves and our clients, enabling employees to responsibly leverage the potential of generative AI while protecting the interests of Mad Fish Digital, our clients, their customers, and our community as we navigate the growth of AI technology.
This policy will be reviewed and updated regularly to reflect technological advancements, legal developments, industry best practices, and our stance on ethical marketing.
Ethics, Bias, and Privacy Considerations
When using AI tools in marketing we must commit to keeping the following concerns in mind:
- Privacy and security
- Creative and intellectual property vs. fair use
- Environmental sustainability
- Equity, diversity, inclusion, and accessibility
- Transparency and explainability
- Accountability and liability
- Legal requirements and updates
- Automation and job displacement
- Disinformation and propaganda
How we use AI at Mad Fish Digital
Our team values innovation. It is vital to act as leaders in the field of AI to find new innovative ways to use it while being open and honest about the pros/cons of these tools. We continuously look to find ways to streamline our process and provide elevated experiences to our clients. Given the vast opportunities and advancements it enables, we do not endorse a singular view on AI. We are actively exploring how these tools can elevate and uplift our services while also holding ourselves accountable to our ethics.
Our ethical marketing policy (EMP) states that we will only recommend tools and create practices for how best to use them when it is in the interest of all organizational stakeholders. While we can’t predict the future, we can ground our emerging technology work with a strong ethical foundation.
Our employees follow these guidelines when it comes to AI tools and usage:
We take the time to assess current workflows and team deliverables and explore how AI could elevate our clients and their customers.
We have all AI-generated deliverables and services reviewed by a subject matter expert for accuracy before use.
We are genuine to our clients and fellow team members and do not hide when and for what we use AI tools.
We respect the privacy of information; we will not upload personal, proprietary, or confidential information about a client or persons.
We follow the guidelines established in our Ethical Marketing Policy.