Our AI policy

Integrity is one of our values, and it applies to how we use technology as much as how we treat people. This policy explains how Leopard Co uses AI tools ethically, legally and effectively in our work for clients.

It applies to everyone at Leopard Co. It sits alongside AI², our approach to combining authentic intelligence with AI-powered martech, and it reflects a simple principle: AI can support our work, but people are always accountable for it.

Human accountability

All AI-assisted work is reviewed by a member of the Leopard Co team before it is used. That review includes:

  • Cross-checking facts, sources and claims
  • Checking that content is accurate and not misleading
  • Reviewing the work for bias, assumptions or unfair representation
  • Editing for tone of voice, audience, brand and client context
  • Making sure the work adds genuine value and expertise
  • Checking that the work is appropriate for the sector, audience and channel
  • Ensuring the final recommendation is based on professional judgement, not simply AI output

Transparency with clients

We will be open and transparent with clients  AI has played a meaningful role in developing work, especially where it has been used to create or materially shape:

  • Public-facing copy
  • Creative concepts
  • Visual assets
  • Video or audio assets
  • Research summaries
  • Audience analysis
  • Strategy recommendations
  • Campaign reporting or insight

Where a client has specific AI requirements, restrictions or disclosure expectations, we will adhere to their policies.

Data protection

Our clients trust us with valuable information, and we treat it that way. Unless an approved tool, client agreement and data protection process are in place, Leopard Co team members will not enter the following into open or public AI tools:

  • Confidential client information
  • Personal data, including names, email addresses, phone numbers or identifiable customer data
  • Media lists, influencer lists or CRM data
  • Sensitive commercial information or performance data
  • Login details, passwords, API keys or tracking credentials
  • Internal HR, finance or legal information
  • Any information that a client has specifically asked us not to process using AI

Bias, accuracy and fact-checking

AI-generated content can be inaccurate, outdated, biased or entirely fabricated. For that reason:

  • Facts will be checked against reliable sources
  • Statistics will be verified before use
  • Legal, regulatory, medical, financial and technical claims will be treated with extra caution
  • Quotes will not be invented or attributed without evidence
  • Media angles and campaign claims will be tested for accuracy and fairness
  • AI-generated references will be checked before being used

Creative and synthetic content

AI-generated or AI-assisted creative work is handled with care. This includes images, video, audio, likenesses, avatars, voice cloning, synthetic people and deepfake-style content.

We will not use AI to:

  • Imply a real person has said or endorsed something when they have not
  • Create misleading testimonials, endorsements or case study evidence
  • Use a person's likeness, voice or identity without appropriate permission
  • Create discriminatory, harmful, offensive or exploitative content
  • Produce content that could mislead the public about what is real
  • Replace genuine client, customer or stakeholder evidence with artificial content

Questions about our AI policy

If you have a question about how we use AI, or a specific requirement for your project, we'd love to hear from you. Get in touch with our team here.

[Last updated: 29th October 2026]