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AI transparency

We advise organisations on governing AI, so it would be poor practice not to describe how we use it ourselves. This page sets out what AI does and does not do on this site.

Last updated 28 August 2026

Illustrative imagery is AI-generated, and labelled

The illustrative photographs on this site are generated with AI. Each one carries a visible label reading "ai-generated", shown at first sight rather than on hover, so nobody has to look for it.

This is our alignment with Article 50 of the EU AI Act, which requires that synthetic image content be marked as such in a clear and distinguishable way. The Article has applied since 2 August 2026.

What we do not do with it

  • No invented people on proof surfaces. Photographs presented as our team, our leadership, our clients or our testimonials are real people or are absent. Generated faces are used only as illustration and are never captioned as if they were us or our customers.
  • We never strip provider watermarks. Where a generator embeds an in-pixel watermark, it stays. We do not re-encode images to remove it.
  • We keep the originals. The original files, with their C2PA provenance manifests intact, are archived as the record of how each image was made. Manifests can be lost when an image is resized for the web; the archived original is what remains authoritative.

No chatbot, and a commitment if that changes

There is no chatbot or conversational agent on this site today. Nothing here is an AI system interacting with you.

If we add one, it will identify itself as an AI at the start of the exchange, as Article 50 requires, and this page will say so before it goes live rather than after.

Written by people

The text on this site is written and reviewed by our team. AI assists with drafting and editing in places, as it does in most professional practice, but no page is published without a person taking responsibility for what it says.

The same discipline we bring to clients

Labelling generated media, keeping provenance, and disclosing automated interaction are the first things we ask clients to put in place. Doing it on our own site is the cheapest possible demonstration that it is workable.

How we handle personal data is described in our privacy notice. The governance and compliance material in our Academy covers the same ground in more depth.