PURPOSE
In an effort to provide the highest quality work possible for our clients, PTE leverages various forms of technology, including Artificial Intelligence / Artificial Intelligence Tools / Generative Artificial Intelligence / Large Language Models (LLMs) – all hereafter referred to as “AI.”
Endeavoring in this rapidly evolving space, PTE recognizes there are limitations to, dangers, and potential inaccuracies associated with using AI, and as such, has put guidelines in place to best leverage AI as a tool while maintaining our strategic thinking, creativity, and adhering to our company values. PTE is committed to using AI ethically and responsibly with a human-centered approach. This policy is designed to enable our team to use AI in a transparent and safe way and to ensure our partners and clients understand and are aligned with our approach.
TRANSPARENCY
PTE views and uses AI as a tool or assistant. We believe in the power and necessity of human involvement, our team’s creativity, strategic thinking, deep client knowledge, and expertise to direct and refine any AI-generated material. Any content created is reviewed for accuracy and alignment with PTE and/or client brand standards and goals and to avoid bias.
SCOPE AND IMPLEMENTATION
This policy applies to the use of any third-party or publicly available Generative AI tools, including, but not limited to, the following:
Applicable AI used by the company:
- Notta – speech-to-text meeting transcription;
- Grammarly – editing, spell check, grammar;
- ChatGPT – ideation (ex: content or campaign topics, headline ideas), editing, data summarization, research, outline generation;
- Adobe – data summarization, graph creation;
- Perplexity – research;
- Meta – advertising optimization (ex: budget, timing, placement, image, content);
- Canva – image/video editing, style guide consistency;
- Sprout – content publishing time optimization;
- Murf AI – text to voice;
- Constant Contact – headline optimization/suggestions; and
- Similar applications that mimic human intelligence to generate answers, work product, or perform certain tasks.
PTE is a developing business; therefore, this Policy may require changes from time to time. Unless otherwise prohibited by law, PTE retains the right to make changes to this Policy as needed in order to conduct its work in a manner that is beneficial to our partners and clients.
WE WILL ALWAYS
- Follow PTE’s ethical guidelines outlined in the company policy manual;
- Ensure quality and accuracy of information generated by AI before using it;
- Avoid infringing on copyright, privacy, or other intellectual property rights to the best of our ability;
- Honor data privacy and security by not inputting PTE or client private data into any AI; and
- Comply with all applicable state, federal, and local laws, rules, and regulations.
WE WILL NEVER
- Use AI in any form to mislead;
- Use AI to replicate someone’s image, likeness, or voice without express prior permission; or
- Put private or confidential information into any AI or share it otherwise in adherence with all applicable laws.