At Rumpus, we are committed to the ethical and responsible use of AI within our operations. We view AI as a valuable tool to complement and enhance our existing processes rather than replacing or taking a substantive role in our content creation. To uphold these principles and ensure transparency in our AI-related activities, we pledge:
Transparency: We will maintain transparency with our clients regarding the AI tools we employ, should they wish to be informed. Disclosure methods can vary depending on the situation, encompassing written communication or verbal disclosure. Furthermore, our employees, vendors and influencers will disclose the use of generative AI tools as part of the content drafting or creation process.
Data Privacy: We are committed to safeguarding the privacy of client data. We commit to refraining from utilising generative AI tools to produce confidential content. In such cases, we may employ proxy and anonymous company and personal information to preserve privacy.
Accuracy: We diligently review and verify any data generated by generative AI tools. We ascertain their authenticity by cross-referencing them with the original sources. Furthermore, we rigorously scan AI-generated content to prevent unintended instances of plagiarism, copyright violations, or trademark infringements.
Diversity & Inclusion: We actively promote diversity and inclusion by acknowledging the potential biases embedded in AI-generated prompts and outputs. We utilise our B LONG EDI framework to detect and rectify biases, ensuring they are not propagated externally.
AI Imagery: When employing generative AI images as any creative component of a client campaign, we will source them from outlets that do not pose a risk of copyright infringement, thereby ensuring the client’s or any other parties ownership rights are not compromised.
Responsibility: We firmly commit to refraining from using generative AI to create or propagate deepfakes, misinformation, or disinformation. We respect and acknowledge the crucial role of PR agencies in society and act in accordance with this understanding.