Generative AI tools often use input data from users to improve their models. To maintain data security in our work, we ensure the AI tools we use are fully private from training. They live and stay within our ecosystems, allowing us to apply AI in our projects without the risk of exposing sensitive information.

The rights to AI-generated outputs are complex. Currently, content created primarily by AI cannot be legally owned, and details used in prompting can easily infringe on intellectual property. We’ve found success using AI in early-stage concepting work, but we’ve also built mechanisms to flag infringement concerns. Throughout our process, we provide transparency in how AI is used and ensure our final outputs are free of ownership concerns.

Generative AI is built on probability, predicting outputs based on training data. AI doesn’t truly understand content so it’s prone to hallucinations — false information presented with confidence. When applying AI in our work, we try to play to its strengths, avoid its weaknesses, and verify outputs with credible external sources.

Generative AI is strongest as a partner, not a replacement, to human thoughtfulness, creativity, and problem solving. We bring constant evaluation on our use of AI to ensure it empowers people rather than diminishing them. We use it in ways that bring positive impact and avoid biases against individuals, communities, and groups. In our process, AI-generated content is a starting point, not a final solution.