The Importance of Developing a Generative AI Charter for Your Agency

Zak Hart, Senior Account Executive

Artificial Intelligence is here, and it is not going anywhere. This is no longer a conversation about preparing for AI; it’s about how, as leaders, we manage its ever-expanding presence with careful intention and purpose. 

The effects of AI, especially generative AI, on our industry have been far-reaching and dramatic. In just the past twelve months, we’ve seen the burgeoning technology go from a fun little program to mess around with after work to where we are today, with applications being developed to streamline processes, write ads, generate images, and touch all aspects of the advertising, marketing, and public relations fields. 

Generative AI Charter: What is it, and why do you need it?


Here at Hart, we recognize the growing role generative AI can play in our work. That role, however, is in no way a substitute for people. We view AI as an additional resource enabling those people to do their jobs more efficiently and creatively. As such, we aim to manage generative AI without fear—embracing its benefits and taking careful note of the drawbacks, considering everything we know, and attempting, to the best of our abilities, to anticipate what we don’t know or what will be coming soon. 

As we witness the continued rapid evolution and ultimate integration of generative AI into the various sectors of our industry, it is imperative that we establish a clear framework for guiding the ethical and responsible use of these tools. 

Enter the AI Charter—a declarative document outlining the principles, guidelines and values directing an agency's deployment and use of AI technologies. 

We’ve spent the last few months considering what an AI Charter might look like for our agency. Based on our findings, these are the essential components every AI Charter should include:

Clear Expression of Stance

This foundational component is an unequivocal expression of the agency’s stance on AI adoption. It needs to articulate the agency’s commitment, expectations and objectives regarding the integration and use of AI technologies and will serve as a beacon for departments within the organization and external stakeholders. 

As we were crafting our own AI Charter at Hart, we recognized the importance of clearly communicating our perspective. This involved acknowledging the potential of generative AI while setting firm boundaries to ensure its ethical and responsible use across the organization. We aimed to provide a reference point for easy decision-making but also to foster an environment where employees understood the agency’s overall commitment to using generative AI as a tool for positive outcomes. 

Alignment with Organizational Values

The integration of generative AI must align seamlessly with an agency’s already established core values. The AI Charter should outline how the adoption of these modern technologies not only reflects but also reinforces the organization’s ethical principles, objectives and overall mission statement. It should be made clear that AI is not changing who we are or what we aim to do. It is simply a tool that enables us to focus deeply on the work that our people do best and reach both the goals of our clients and the agency in the most efficient manner possible. 

At Hart, we made sure to emphasize the harmonization between the deployment of generative AI tools with our long-standing organizational values and, most importantly, our dedication to being human-first. This harmony ideally serves as a guardrail against potential ethical pitfalls associated with the tools, ensuring every use adheres to the ethical standards we are already familiar with.  

Distinct Value Statements 

A clear AI Charter should also include distinct value statements that properly encapsulate the agency’s commitments concerning AI. These statements should be tailored to reflect unique challenges and opportunities within the industry, creating a roadmap for responsible AI implementation in the workplace. 

Below are examples of these value statements, in this case directly from Hart’s own AI Charter. 

Hart Agents pledge to: 

Be Transparent: we will always be honest and open about when and how we use AI. 

Be Equitable: we will only use platforms that fairly credit and compensate the original 

Be Aware: we will recognize AI’s inherent biases and shape prompts to ensure a diverse 
and inclusive output. 

Be Accountable: we will be responsible for fact-checking our AI-powered outputs to ensure 
our work meets the highest quality standards. 

Be Sensitive: we will never compromise client, partner or employee confidentiality by 
sharing sensitive data with AI platforms. 

Be Brave: we will never stop exploring and testing new AI platforms and technologies 
to help our clients, partners and employees stay at the forefront of business. 

Continuous Review and Adaptation 

This is not as much a tangible component of the charter as it is a commitment by all parties going forward. Let’s face it, a handful of years ago, no one could have foreseen the emergence of this technology, let alone the speed with which it has been adopted. It is perfectly okay to admit when we simply do not know what the next handful of years will bring. 

The landscape of AI is dynamic, with advancements coming at an ever-accelerating pace. Therefore, it is important to allow for and commit to regular revision and adaptation where necessary to stay relevant as things evolve. This ensures the agency remains at the forefront of responsible AI use, proactively and regularly addressing new challenges as they arise. 

Overall, an AI Charter serves as the ethical compass by which agencies navigate the increasingly complex terrain of artificial intelligence. By clearly expressing their stance, ensuring alignment with existing organizational values and articulating clear, distinct value statements guiding use, agencies can properly harness the power of AI in a responsible, ethical and beneficial manner. As leaders in the industry, it is our responsibility to shape this future with intention and foresight to the best of our collective abilities. 

This is only the start of this new world of generative AI that we are living in. We are excited to be a part of this new age of marketing, and these key principles, outlined by an AI Charter, lay the foundation for eventual real-world application, ranging from the development of a true organizational policy surrounding generative AI and implementation strategies, such as employee training methods—but that is a topic that requires a unique, thorough discussion, itself. 

Want to know more about the future of AI responsibility and what it means for your organization’s marketing strategy? Let’s talk!