AI Use Policy

gugubrand.com · Effective: [publication date]

At Gugubrand, we use artificial intelligence every day. This policy says how we use it, where we don't, and how we stay accountable for what it produces. The rule that governs everything else is simple: AI amplifies human judgment — it does not replace it. Nothing that reaches a client or the public goes out without a person approving it first.

What we use AI for

  • Drafting. Articles, social posts, emails, and proposals start as AI-assisted drafts. A person always reviews them before they go out.
  • Research and analysis. Market, audience, and competitor research — and measuring what AI says about a brand (visibility in ChatGPT, Gemini, Google AI Overviews, Perplexity).
  • Organizing and summarizing. Meeting transcripts, call notes, and data that needs to be clear and actionable.
  • Building and running our own tools. The internal systems we use to publish and measure run on AI — always with a person approving every output that goes into the world.
  • Tools we use today: Claude and ChatGPT as our main models, plus automation platforms to connect the work. The list may change; the principles below do not.

What stays human

  • Final approval of everything that reaches a client or the public. Every article, every message, every reply: a person says yes before it goes out.
  • Prices, promises, and factual claims. A person decides and verifies them. We never let AI invent a price, a statistic, or a guarantee.
  • Relationships and hard decisions. Complaints, sensitive conversations, strategic decisions, and anything that depends on context, trust, or accountability.
  • Brand voice. A person defines it. AI writes within that voice — it is not the one who sets it.

How we stay accountable

  • Review before publishing. Nothing goes out without a human reading and approving it. We review everything at first; we reduce oversight only when a real track record justifies it.
  • No fabrication.Every specific fact, date, or figure is verified against a real source or honestly qualified. If AI is not sure, it says so — it does not guess.
  • Transparency. We say when AI is involved and always leave a clear path to talk to a person.
  • Client data.We protect our clients' information. We do not feed sensitive data into tools that expose it or train on it.
  • Ownership.We build assets you own, not dependencies you can't exit. Your knowledge and your work stay yours.
  • Correction. If something wrong slips through, we fix it fast and directly.
  • We measure what matters. Real business outcomes, not vanity metrics.

The human stays at the center. AI amplifies — it does not replace. This is the standard we work to and the one you can hold us to.

Our human-in-the-loop approach draws on the AI Fluency Framework developed by Prof. Rick Dakan (Ringling College of Art and Design) and Prof. Joseph Feller (University College Cork).