Estipona Group (EG) recognizes the enormous impact that generative AI (artificial intelligence) has on the advertising industry. There is tremendous opportunity with AI, and parallel to that, tremendous risk with a rapidly changing technology. Our goal is to communicate clearly with our clients and partners about our AI use.

We understand that regulation and laws governing the use of AI in communications and advertising are on the horizon, but for now, it's regarded as “the Wild West'' by both regulators and suppliers of AI technology. Developing our own AI policy, grounded in EG company values, reflects our commitment to responsible innovation. When laws governing AI are implemented, we will revisit our usage policy to ensure compliance. Here are our values and how they impact our use of AI:

Fun • Innovative • Creative

AI provides an opportunity for creative play, enabling EG team members to explore different ideas and experiment with new technology. We continue to learn, explore and find ways to enhance our work using AI. Understanding that AI is not a strategic mind nor an emotional being, we consider it a tool that enhances our work, not a replacement for individual thought and expertise.

Caring • Respectful • Transparent

Our use of AI, particularly with regards to content creation, is human-first. For us, this means we consider the human behind the original content used to inspire AI-generated content and we will not use any content that was generated without the creator’s knowledge. We will also disclose to our clients when we use AI in any significant way on their behalf. Fairness, transparency and privacy are key considerations for us when working with AI. We are committed to ensuring that all work we produce is free from algorithmic biases or errors.

Collaborative • Client-Centric

While we harness the power of technology where and when it makes sense for our work and our clients, we only do so when that usage aligns with our company values. We believe in the importance of educating our clients about our focus on ethical AI use. We are also committed to ensuring client and consumer data privacy. By being transparent about our AI practices, we aim to foster long-lasting relationships built on trust and mutual respect.

Below are examples of how we are currently using or may use AI:

• Keyword identification
• Video meeting transcription and other longform narration
• Outline development assistance
• Online media alt text or caption creation
• Note summarization
• Data summaries
• Budget-friendly and/or time-sensitive visual asset development
• Industry or product research
• Photo and graphic editing
• Creative brainstorming
• Basic code/debugging assistance
• Copyediting support

AI presents us with an opportunity to execute mundane, time-consuming and repetitive tasks more efficiently, so we can focus more of our time and energy on strategic thinking and relationship-building. AI is one more tool that can help enhance or expedite our work in certain situations.

We expect this policy to evolve as the AI landscape evolves and will update this document as needed.