Generative AI Principles Statement

Equinet Media
Committed to ethical, human-centred, and impactful AI use in B2B manufacturing marketing

At Equinet Media, we believe that generative AI, when used responsibly, can be a powerful force for accelerating creativity and generating strategic value. In the context of complex industries like contract manufacturing, our use of AI is designed to support:

• Efficient ideation, content generation, and analysis
• Enhanced personalisation for our clients' audiences
• Deeper strategic insights from large data sets

Our philosophy is clear: AI should empower people, not replace them. It should be assistive, not autonomous. We value the irreplaceable role of human intelligence, creativity, empathy, and lived experience in crafting truly resonant marketing.

We commit to openness and honesty in all AI-related practices:

• We disclose when and how AI contributes to our deliverables.
• Clients are fully informed about the extent of AI involvement in any work produced.
• We proactively communicate the limitations and risks of AI alongside its benefits.

This transparency is essential to building and maintaining the trust of our clients and their audiences.

All outputs—regardless of AI involvement—are subject to human scrutiny:

• Every AI-assisted deliverable is reviewed, refined, and validated by experienced professionals.
• We maintain a strict human-in-the-loop policy: final decisions and published work are always made by people.
• We take full accountability for the quality, accuracy, and integrity of all work delivered to clients.

AI cannot replicate the depth of industry knowledge or the cultural nuance required in B2B sectors like contract manufacturing. That’s why we:

• Use AI to enhance—not define—creative thinking, ideation, and storytelling.
• Maintain strict brand voice alignment, ensuring AI tools are trained or prompted to reflect each client’s tone, values, and technical positioning.
• Promote new career opportunities and skillsets for creative professionals as AI reshapes the marketing landscape.

We actively safeguard against the misuse of AI by committing to:

• Never knowingly using AI to deceive, impersonate, or mislead.
• Avoiding content that serves purely financial manipulation or disinformation.
• Ensuring outputs are rooted in truth and subject to human-led fact-checking.
• Continuously evaluating for bias and supporting diverse, inclusive content creation.

Equinet is steadfast in upholding data protection and ethical AI use:

• We never input confidential or identifiable client data into public AI systems.
• Our infrastructure adheres to GDPR and global data protection laws, and we go beyond legal compliance to follow a strong moral compass.
• We believe in personalisation without invasion of privacy and design strategies that respect user autonomy and privacy.

AI is rapidly evolving. We respond with:

• A culture of continuous exploration, evaluating AI tools that drive better outcomes.
• Regular team training and upskilling to ensure responsible, ethical, and effective AI use.
• A commitment to knowledge sharing—openly discussing what we learn with peers, partners, and the broader community to advance responsible AI adoption in marketing.

Our role isn’t just to deliver—we advise and empower:

• We help clients understand when, where, and how AI fits into their revenue operations.
• Clients are offered a choice in the use of AI-powered tools and deliverables.
• We partner with clients and suppliers who share our commitment to ethical and human-centred AI.

We stand by every outcome, every time:

• Whether AI-assisted or solely human-made, we take responsibility for all results and deliverables.
• We provide clear channels for feedback and respond quickly to any concerns or questions about AI use.

We view this policy as a living document:

• It is reviewed at least annually, in light of changes to technology, ethics, and regulatory standards.
• Client and team feedback is actively sought and used to shape its evolution.