My design practice is entirely human-driven - grounded in creative thinking, collaboration, and the irreplaceable value of human craft. Every project is led by my insight, empathy, and professional experience. I acknowledge that the development of AI carries significant ethical and environmental implications, including resource exploitation and power centralisation. My commitment is to use this technology sparingly and ethically, ensuring its role remains strictly as a practical software tool to support my creativity, never to define it. All core design work is produced manually with full creative control and accountability.

My Use of AI

I use AI only for light research, text refinement, or minor in-app generative features - for instance, image retouching within professional software. It is never a substitute for my human insight, ideation, or final design execution. Every recommendation reflects human judgment and sector expertise. Crucially, I never share client data or project materials with public AI systems.

Why is this important?

Real impact deserves real accountability. Trust in any mission starts with honesty about the methods used - You have the right to know who’s really behind the content that shapes your opinions and choices.

AI Ethics Framework:

This framework guides my transparent and responsible use of AI as a light software tool.

1. Accountability & Transparency
AI use is disclosed clearly to clients. All final outputs are human-led, approved, and created by me.

2. Intellectual Property (IP) Safety
I do not use AI to replicate copyrighted material. Proprietary/client content is never input without explicit consent and safeguards.

3. Data & Confidentiality
I only use tools meeting GDPR, security, and non-retention standards. Sensitive data is protected and never shared with public AI platforms.

4. Provisional Use
AI-generated drafts are treated as temporary references only. They inform but never replace the final, manually-produced creative outcome.

5. Ethical Representation
I review AI outputs to avoid bias or harmful stereotypes. All creative decisions ensure inclusivity and authenticity.

6. Talent Consent & Fair Labour
I do not use AI-generated likenesses or voices in a way that undermines fair pay, labour rights, or requires unconsented use of an individual's image or performance.

7. Review & Adaptation
This framework is regularly reviewed to align with evolving UK regulations and ethical standards.

For further questions on this policy or specific project requirements, please feel free to contact me.