Responsible AI Principles

In the process of making software more intelligent, AI has the potential to make brands more human by enabling us to focus increased time and energy on communications, creativity, culture, community, and the human condition.

AI should make us better people, professionals, and organisations. However, this will not happen without a continuous focus on the responsible application of AI across all business functions. 

We truly believe AI will have a disproportionate net positive impact on business and society, but it will alter career paths, displace jobs, and continually chip away at our privacy as consumers if we let it. 

We have to be willing to have the hard conversations now so that we do not ruin what can be one of the most transformative technological shifts in human history.

As AI capabilities race forward, leaders must clearly define their principles, policies and procedures. 

Equinet Media has adopted the Marketing AI Institute's responsible AI principles, which serve as an open template for other organisations and leaders who want to pilot and scale AI ethically. 

We invite you to use these principles under a Creative Commons Attribution-Share Alike license as a starting point for your own responsible AI policies and practices. This Creative Commons license lets others remix, adapt, and build upon the work, even for commercial purposes, as long as they credit the source and license their new creations under identical terms.

We simply ask that you do your part to ensure the responsible use of AI in your organisation and industry.  

Our Responsible AI Principles

1. We believe in the responsible design, development, deployment and operation of AI technologies.

2. We believe in a human-centred approach to AI that empowers and augments professionals. AI technologies should be assistive, not autonomous. 

3. We believe that humans remain accountable for all decisions and actions, even when assisted by AI. The human must remain in the loop in all AI applications. 

4. We believe in the critical role of human knowledge, experience, emotion, and imagination in creativity, and we seek to explore and promote emerging career paths and opportunities for creative professionals.

5. We believe in the power of language, images, and videos to educate, influence, and affect change. We commit to never knowingly using generative AI technology to deceive, produce content for the sole benefit of financial gain, or spread falsehoods, misinformation, disinformation, or propaganda. 

6. We believe in understanding the limitations and dangers of AI and considering those factors in all of our decisions and actions. 

7. We believe that transparency in data collection and AI usage is essential to maintaining the trust of our audiences and stakeholders.

8. We believe in personalisation without invasion of privacy, including strict adherence to data privacy laws, mitigation of privacy risks for consumers, and following our moral compass when legal precedent lags behind AI innovation. 

9. We believe in intelligent automation without dehumanisation and the potential of AI to have profound benefits for humanity and society.

10. We believe in an open approach to sharing our AI research, knowledge, ideas, experiences, and processes in order to advance the industry and society.

11. We believe in the importance of upskilling and reskilling professionals and using AI to build more fulfilling careers and lives.

12. We believe in partnering with organisations and people who share our principles. 

How We Use AI Today

While we are constantly experimenting with AI technologies to drive efficiency and performance across all business functions, our primary use cases today are in the generative AI space for marketing, specifically content creation for our blog, podcast, webinars, digital ads and long-form content (e.g. reports, blueprints). 

We use a collection of Software-as-a-Service (SaaS) products for: 

• Speech-to-text transcription
• Content summarisation
• Outline generation
• Image generation
• Copywriting 
• Ideation

About This Document

This is v1 of the Responsible AI Manifesto for Marketing and Business. We are sharing this knowing that it will evolve. 

Our hope is that it inspires other leaders and organisations to think more critically about the development and use of AI technologies and implement responsible AI principles and policies to guide their teams in the future.  

We welcome feedback from our community and will share future updates in the same open-source spirit as v1. 

You can download a PDF version of this manifesto by clicking here. All parts of the manifesto can be used under the Creative Commons license below.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.