AI Policy

Updated: July 2025

About this policy 

This document has been drafted to support Sookio in using AI tools ethically, legally, and effectively so that we protect our clients and demonstrate best practice at all times. AI is a rapidly advancing technology and we will update this policy at regular intervals. 

At Sookio we are committed to identifying and capturing opportunities arising from emerging technologies. We are encouraged to be curious about new technology, expand our understanding of how they can be used and how they work, and use them within the parameters set out in this policy.   

While we are aware of the potential offered by AI tools, we also acknowledge the limitations and pitfalls, and continually seek to uphold factual accuracy, observe ethical usage, and continually refine our approach to using them. 

Our use of AI tools will support three core principles: 

  1. Quality: We’re cautious and circumspect in our approach to working with generative AI tools, using them for research and ideation. We will check and cite with care, to avoid being susceptible to bias and misinformation.  

  2. Protection: We will follow developments in legal regulation closely to ensure we are protecting our content and our clients from issues relating to copyright and fair use of data. 

  3. Privacy: We will adhere to the principles of GDPR, being transparent in our use of generative AI and how we collect and store data.

Essential terms 

Sookio is a communications consultancy based in Cambridge, UK. We develop marketing strategies, produce audits, offer consultancy services and deliver training in person and online. We also oversee marketing campaigns, and the creation of content such as copywriting, social media posts, graphics, video and podcasts.

Artificial intelligence, or AI, refers to the simulation of human intelligence in machines that are programmed to think and act like humans.  

Generative AI is a broad label for any type of artificial intelligence (AI) that can be used to create new text, images, video, audio, or code.  

Large Language Models (LLMs) are part of this category of AI. They are trained on vast amounts of existing data and generate human-like text. 

ChatGPT, Google Gemini, Microsoft Copilot, Claude by Anthropic, and Perplexity AI, are publicly available web-based versions of generative AI, that allow users to enter text prompts and seek a view from the system, or to ask the system to create textual output based on a given subject.

Open AI: A platform where data you upload may be stored, reused, or even shared as part of ongoing AI training or service improvement. There is a risk that sensitive or confidential information could be exposed, repurposed, or accessed by others.

Private AI: Inputs are not used to train public models or shared with others, ensuring your information stays private and is not repurposed for other users

How we use AI at Sookio

Evaluating and experimenting with new tools has always been part of our way of working at Sookio, and with AI we tread a cautious balance between making the most of the opportunities for efficiency these new tools give us and staying true to our core principles of best practice in communications.

We are using:

  • Perplexity Pro paid plan, in which questions, prompts and uploaded files are stored and processed to generate responses, but this data is only used to customise responses and not accessed or shared for other purposes. We have opted out of data collection to train models

  • Microsoft Copilot to a limited extent, with it being built into Microsoft 365

  • Fireflies.ai notetaker to transcribe and record the conversation in Zoom and Teams meeting. This is on chosen occasions as part of research projects, not as a matter of course

  • Zoom and Teams AI tools on occasion, to transcribe a meeting with consent

We support sustainable practices in digital activity 

Training AI tools on large data sets, using them to capture information, and then storing this data has a large carbon footprint in itself. We will carefully consider our usage, so we strike a balance between realising the incredible potential of AI tools and lessening the environmental impact where possible. 

Content creation 

Using AI text generators  

Sookio may use text generators for topic research 

Generative AI tools like ChatGPT are capable of processing vast quantities of information to attempt to swiftly summarise complex topics.  

When using text generators to research a topic, we will always fact check and cross-check the resulting material, to ensure false information is not mistaken as fact. We will never put sensitive and private client data into a text generator where the information will be shared publicly.

We may use text generators to spark ideas and inspiration 

AI tools can support us in project research and the ideas generation process, similar to how we ask a colleague for an idea on how to approach a creative task. We use it for audience and competitor research, for example in a strategy or copywriting project to bring in different perspectives and to complement the insights from the client themselves.

We may use AI to organise information

  • Cross-referencing content across multiple documents

  • Organising content, for example into tables and glossaries

  • Formatting content, for example changing the layout or removing time code from transcriptions

We will always prioritise quality and authenticity in the content we produce  

We will be critical and responsible users of generative AI tools – and that means not publishing anything written completely by them, and being aware of the many reasons why we shouldn’t. Material gathered from a text generator will not be copy and pasted into either our internal or public-facing material without human editorial processing. 

Through human editorial processing, Sookio will always: 

  • Ensure all content is factually correct and ethically sound 

  • Edit wording to the appropriate tone of voice and brand guidelines  

  • Check for biases and stereotypes 

  • Avoid plagiarism  

With this in mind, we will not publish any written content that is 100% produced by generative AI. We will always apply brand guidelines, fact-check responses, and re-write in our own words.  

Whether using the outputs from generative AI verbatim or with minor alterations, we will make clear to those reading that one of these tools has been used. To do this, the tools will be cited in a footnote, with its URL and any sources used as inputs. 

Using AI audiovisual tools  

Sookio may use image tools to correct and make minor edits 

Image editing with AI tools can speed up Sookio’s work. We may use these tools to make minor changes to a photo, to make it more usable without changing the subject matter or original essence. 

For example, if we require a photo in a landscape ratio but only have one in a portrait ratio, we might use Photoshop’s inbuilt AI tools to extend the background of the photo to create an image with the correct dimensions for a website. 

We will use image editing tools ethically 

We do not use any image or video editing tools to change the essence of any original visual content, on our website, social media, or anywhere else. For example, we do not change the expressions, appearance, ethnicity, or any other core features of those captured in photography, video and images. 

Sookio may use audio and video tools to remove distractions for audiences 

Just like image tools and text generators, AI audio and video tools can also help us save time with creative projects. For example, our team can save hours of editing time by using audio clean-up tools to remove unwanted background noise or using video clean-up apps to remove distractions in shots in seconds. 

AI tools may be used for creating subtitles in video editing programs 

This saves us time, enabling us to pass the cost saving onto our clients. Some social media platforms will use AI to create voiceovers to go with the subtitles too. We will always proofread the final content that goes out to ensure accuracy. 

Sookio does not use voice clone generators or create deepfake videos 

We do not use AI tools to recreate the voice or appearance of anyone, as there are major ethical implications and legal risks attached to this.  

Research, analysis and ideation 

Sookio does not input any sensitive, private or embargoed information into open AI platforms

Text generators allow users to paste in articles or data and build a prompt around them, such as ‘write a social media post about this article’ or ‘analyse this data and tell me about the trends’. 

The Terms of Use in many AI tools are not clear on how the inputs are stored or may be accessed in the future. We will not input any confidential or restricted data into Open AI, in the same way that we do not share this on social media, in an external email, or discuss in public. With Perplexity Pro we have opted out of data collection for use in training models to ensure privacy.

Meetings, training and webinars

We will not record or store content without consent 

AI transcription tools such as Otter, Fireflies and features built into Zoom and other video communications platforms enable meetings to be transcribed and the audio recorded and stored. These tools are becoming widely used, but not everyone understands how they are used or what it means when they say yes to being recorded. 

We may request consent to record an online meeting using these tools when we need to gather information for content creation, for example an interview with a scientist to help us write a blog post. We will give advance notice and mention this at the start and the end of the call, including explanation of where the information will be stored. 

On occasion we will use AI notetaker tools to transcribe sales meetings or other business discussions, but only following consent or a request to do so from the other party; it will not be a matter of routine. We will be clear at the start and end of a meeting if it has been recorded, and transparent about how the data is stored. 

We request that our training sessions and webinars are not recorded 

Our digital marketing training has been built and refined over many years and we have ownership over the intellectual property of this content. We ask that attendees are not using transcription tools to record, store or share the content. We are also mindful that not everyone on the call will have given consent for their input to be recorded. 

We reserve the right to end the session or remove people from the call if they do not abide by this policy. 

Hiring processes at Sookio 

We check applications for use of AI 

While the Sookio team is expected to experiment with tools and keep up with an ever-changing industry, we look for people who can think for themselves and value quality in the work they deliver to our clients.  

We can detect when applications have been compiled using solely ChatGPT and other AI tools and this may negatively impact how your application is perceived. 

We will be authentic during the hiring process 

We may use AI tools built into recruitment platforms that match quality candidates with the vacancies we have placed on these sites. 

Whether by phone or face to face, you will be interviewed by a real person and the interview will not be recorded, transcribed or stored. We may keep your CV and covering letter on file in case we need to contact you about future roles. 

This policy will be updated on a regular basis.