Ethics and Responsible AI, page summary
We build AI-powered marketing and sales systems for the energy sector. Power like that demands restraint. This charter sets out the principles we hold ourselves to, and how we let clients, candidates and partners hold us to them.
What does Human Accountability Over Automation mean in practice?
AI accelerates our work; it never owns the outcome. A named human is accountable for every strategy, asset, and claim we ship. Automation is a tool under supervision, not a decision-maker.
What does Honest Marketing & Verifiable Claims mean in practice?
We don't manufacture demand with deception. Every performance figure, case result, and capability statement is evidenced and defensible. If we can't substantiate it, we don't publish it.
What does No Greenwashing mean in practice?
The energy transition is too important to misrepresent. We refuse to overstate environmental credentials, ours or our clients', and we hold renewable, transition, and conventional-energy messaging to the same evidentiary bar.
What does Data Privacy & Security by Design mean in practice?
Client and prospect data is handled on a least-privilege, purpose-limited basis. We encrypt in transit and at rest, minimise what we collect, and never sell or repurpose data beyond the engagement it was gathered for.
What does Transparency in AI Use mean in practice?
We're open about where and how AI is used in our pipeline. Human-authored thought leadership is human-authored; AI-assisted production is disclosed to clients. We screen candidate submissions for AI because we want the human voice.
What does Fairness & Bias Mitigation mean in practice?
AI systems inherit the biases of their data. We test targeting, content, and models for skew, keep humans reviewing outputs, and correct course when a system produces unfair or exclusionary results.
What does Client Confidentiality mean in practice?
Much of our best work is delivered under NDA and stays there. We protect commercially sensitive information, withhold client identities where required, and never use one client's data to advantage another.
What does Conflicts of Interest mean in practice?
We disclose and manage conflicts proactively, and we don't take directly competing mandates in the same market segment without informed consent from the parties involved.
