Ai Policy and Ethics

1. Purpose and scope

AI is part of how Humanfolk works, and we're open about it. This policy explains how we use AI, how we protect your materials, and who owns what. It does three things: it tells clients what to expect, it protects both parties, and it sets clear rules for our team.

It applies to everyone who works on Humanfolk client projects: our principals, Dave Dick and Paul Wilcken, and any contractors or freelancers we bring in. It covers every service, whether you buy Brand/OS in full, Strategy & Advisory, or CreativeOps.

2. How we use AI

We use AI to work faster and think more broadly: research, drafting, exploring ideas, organising information, production tasks and building systems. AI supports our judgment and craft. It doesn't replace them. Every decision that shapes your brand is made by a person.

3. Your materials

We never put your materials into an AI tool without your permission. That includes briefs, brand files, documents, data and any personal information.

  • Permission is given per project or per file. We'll tell you what we want to use, which tool, and why. Signing your contract does not by itself give permission.

  • Permission is recorded in writing (email is fine) and kept with the project files.

  • You can withdraw permission at any time. It applies from that point on.

  • Model training stays off. Our AI accounts are set so your material isn't used to train AI models.

4. Personal information

Personal information, such as names, email addresses, and customer or employee data, is handled the same way as other client materials: only with your permission, for that project or file. Where we can do the work without it, we remove or anonymise personal information first. We handle personal information in line with Canadian privacy law.

5. Brand assets and imagery

  • Logos and identity marks are human-made. AI is never used to generate logos or core brand identity marks. It may support the process, for example research or organising references, but the marks themselves are designed by people.

  • AI image editing is allowed. We may use AI editing tools, such as Photoshop Generative Fill, to retouch or adjust existing images.

  • AI image generation is for concepts only. Generated images are made only with Adobe Firefly or a local private generator, and only for concepts, mood boards and mock-ups. They never appear in final deliverables.

6. Human review

Everything AI helps produce is reviewed and edited by Dave or Paul before it reaches you. That includes copy, strategy documents, decks and design work. We check it for accuracy, quality and fit with your brand. We're accountable for every deliverable, however it was made.

7. Ownership

On payment in full, you own the final deliverables, as set out in your contract, the same as any other Humanfolk work. Humanfolk keeps ownership of its own tools, prompts, methods, workflows and reusable components. Where these are part of a deliverable, you receive the rights you need to use that deliverable.

8. Opting out

You can ask us not to use AI on your project. We'll respect that, but working without AI may change the fees and timeline, and we'll agree any changes with you before going ahead.

9. Contractors and freelancers

Contractors and freelancers who work on Humanfolk projects follow this policy in full. They agree to it in writing before starting, use only Humanfolk-approved AI tools and accounts, and need the same per-project permission before using your materials with AI. Humanfolk remains responsible to you for their work.

10. If something goes wrong

If your materials are ever exposed or mishandled through an AI tool, we'll tell you promptly. We'll explain what happened, what was affected and what we're doing about it, and work with you on any steps needed, including any notices required under privacy law.

11. Reviewing this policy

AI tools change quickly. We review this policy at least once a year, and whenever a significant change in our tools or the law requires it. We'll notify clients of any changes. The current version is always at humanfolk.com/ai-policy.

Questions about this policy: dave@humanfolk.com