Defining our approach to AI

timbassford6
Aug 4
4 min read

Over the last few months we have seen the use of AI generated content increase exponentially - both in production quality and volume of adoption. That has left a wake of uncertainty for many around the ethics, economics and environmental impact of this undeniable sea-change in the production of creative marketing and communications materials.

Because of the sector’s varying understanding of what this actually means, and the massive diversity of how different organisations will approach the use of AI, we thought it would be timely for us to release a short document on our approach to AI generated content. This will hopefully make it super simple for all our clients and future clients to know where we stand (as and when) we use this very important new creative tool.

Turbine Creative – Our AI Policy

Introduction

At Turbine Creative, we believe in embracing innovation without losing sight of what makes creativity meaningful: real people, conveying real experiences. Our personal history, our own unique interpretation and prioritisation of what it means to be human, to be curious and our ability to connect with others are paramount in making authentic and impactful content.

This 7-part framework outlines how we responsibly and creatively integrate AI into our work for the benefit of our clients, our team, and the wider creative industry.

1. Human Creativity and Personal Experience at the Core

We celebrate the irreplaceable role of human imagination, personal experiences, emotion, cultural understanding, and nuance. Our team brings real lived experience, empathy, humour, visual storytelling, and contextual sensitivity. These are things AI can’t ever truly replicate. While AI can obviously assist and accelerate, at the heart of every idea, narrative, and design, output at Turbine Creative remains distinctly human.

2. Purposeful AI Use – Not AI for AI’s Sake

We adopt AI tools with clear intent; to solve specific problems, streamline processes, or unlock creative possibilities. AI is just another tool….

We don’t jump on AI content trends for the sake of un-focussed clicks. Instead, we see it as a collaborator: helping us focus more time on the creative thinking, strategy, and storytelling that matter most to our clients.

3. Ethical and Transparent Practices

We commit to transparency about when and how AI has been used in our work. This includes acknowledging when imagery, text, or video has been AI-assisted or AI-generated.

We will never use AI to mimic real people or real voices without consent. We are mindful of AI’s role in content manipulation, misinformation, and exploitation. Our AI usage will always reflect our core values of honesty, respect, and creative integrity.

4. Sustainable and Mindful Tech use

We are very conscious that AI processing can be incredibly resource-intensive. We aim to use low-impact and environmentally conscious tools where possible, and we continually assess the carbon footprint of the platforms we adopt.

Wherever we are not able to use sustainable AI computing models, we use the Ecolgi platform to offset our carbon footprint generated by AI computing used.

We balance innovation with restraint, favouring AI that supports sustainable production rather than increasing unnecessary content churn.

5. AI as a Catalyst for Experimentation, Not Standardisation

We believe AI should empower creative risk-taking, not drive the creation of homogenised, ‘white noise’ digital output. Our use of AI is in service of pursuing bold, surprising, and imaginative outcomes, not generic content. By combining AI tools with human insight, we push boundaries while retaining distinctiveness and brand authenticity.

6. Skill Development and Creative Empowerment

We invest in our team’s growth by training staff to use AI ethically and creatively, ensuring it enhances their capabilities rather than undermining them.

This includes upskilling in prompt design, creative direction over AI outputs, and critical thinking about AI's role in design and storytelling.

We want our team to lead conversations about responsible AI, not be displaced or outdated by it.

7. Co-Creation With Clients and Audiences

Like any new tool or innovative platform, we invite our clients into open discussions about the use of AI in projects. We educate and collaborate on how AI can amplify value while preserving the soul of the message. Together, we aim to explore how tech and talent can co-create compelling stories with clarity, conscience, and care.

Final Word: Creativity with Conscience

There is no doubt AI will have a significant impact on the future of content creation and professional creativity. At Turbine Creative, we believe in shaping this future well. Our policy puts people first, stays grounded in ethics and sustainability, and uses AI as a means to elevate human-centred ideas, not replace them. We hope this approach inspires confidence, trust, and a shared sense of possibility with our clients, collaborators, and community.

So let’s create responsibly, together. If you want to see how we have previously used AI in some previous projects check out the links below: AI Motion Capture with Sad Robot

Early AI image generation with the UK Sport Institute Health Campaign Click here to see full case study

AI speculative video pitch

AI Translation, dubbing and lip-synch - Make anyone speak 10 languages fluently!

If you'd like to explore what AI generated content may (or may not mean) to your business and how we can explore a good synergy between AI tech and human creativity we'd love to talk. Get in touch here.