TVADSWORK AI CHARTER
Our Commitment
At TVADSWORK, we embrace artificial intelligence as a tool that can enhance creativity, efficiency and insight. However, we firmly believe that great advertising is built on human imagination, experience, judgement and relationships.
AI will support our work, not replace the people who create it.
This charter sets out our commitment to the responsible, ethical and transparent use of AI across our business.
1. Human Creativity Comes First
All strategic, creative and editorial decisions remain under human control.
AI may assist with research, idea generation, analysis, drafting or production workflows, but final decisions, recommendations and creative outputs will always be reviewed and approved by experienced members of our team.
We will NEVER choose a synthetic AI voice in place of a human, professional voice over artist and will continue to actively support and protect those whose livelihoods are at risk from the use and misuse of AI (see section 9)
2. Transparency
We believe in openness.
If AI has materially contributed to a piece of work, we will be transparent with our clients when appropriate.
We will always be honest about the role AI has played in the creation, development or optimisation of a campaign, asset or recommendation.
3. Protection of Client Data
Client confidentiality remains paramount.
We will not knowingly upload confidential client information, commercially sensitive material or personal data into public AI platforms where such information could be retained, reused or exposed.
Any AI tools used by TVADSWORK must meet appropriate security and privacy standards.
4. Respect for Intellectual Property
We respect the rights of creators, artists, performers and rights holders.
We will take reasonable steps to ensure that AI-generated content does not knowingly infringe copyright, trademarks or other intellectual property rights.
5. Authenticity and Trust
We will not use AI to deliberately deceive, manipulate or misrepresent individuals, organisations or events.
This includes the creation of misleading deepfakes, synthetic media or fabricated content intended to misinform audiences.
Trust is central to our business and will always take precedence over technological convenience.
6. Fairness and Inclusion
We recognise that AI systems can reflect bias present in their training data.
We will endeavour to review AI-generated outputs critically and challenge content that may be inaccurate, discriminatory, misleading or unfair.
Human oversight will always remain essential.
7. Continuous Learning
AI technology is evolving rapidly.
TVADSWORK will continue to monitor developments in legislation, industry best practice and ethical standards to ensure our use of AI remains responsible, compliant and aligned with the interests of our clients and audiences.
8. Continuous Learning
AI technology is evolving rapidly.
TVADSWORK will continue to monitor developments in legislation, industry best practice and ethical standards to ensure our use of AI remains responsible, compliant and aligned with the interests of our clients and audiences.
9. Supporting Creative Professionals
TVADSWORK recognises the immense value that professional voice artists, performers, writers, designers, filmmakers and other creative practitioners bring to our industry.
We will never choose a synthetic AI voice in place of a human professional voice artist solely for reasons of cost or convenience. We remain committed to working with talented creative professionals and believe that authenticity, emotion and human connection cannot be replicated by technology alone.
Furthermore, we actively support the rights of creative professionals and oppose the unauthorised use of their work, likeness, voice or intellectual property in the training or deployment of AI systems.
As AI technology evolves, we will continue to champion fair treatment, transparency, consent and appropriate remuneration for those whose livelihoods and creative contributions may be affected by its use.
Our Guiding Principle
Artificial intelligence is a powerful tool, but it is not a substitute for creativity, integrity, expertise or human judgement.
At TVADSWORK, AI exists to support people—not replace them—and will always be used in a way that protects our clients, respects creators and maintains the trust placed in our business.