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Artificial intelligence is now part of everyday work across much of the marketing and creative sector. From research and analysis to ideation, drafting and production, AI is increasingly being used by marketing agencies to support client work. Used well, it can give experienced people more time to think and improve the way work is developed.
Marketing Work Contains Sensitive Information
Agencies routinely receive material that is valuable, confidential or not yet public. This can include business plans, market research, product information, pricing, customer data, campaign performance, brand strategy, photography, creative concepts, website credentials and meeting records.
The fact that a task can be completed more quickly with AI does not remove the duty to protect that information. Nor does it transfer accountability for accuracy, copyright, bias or professional judgement to the platform being used.
An agency should be able to explain its rules clearly.
The Questions Clients Should Ask
When assessing an agency’s use of AI, we recommend asking:
• Which AI tools are approved for client work?
• How do you decide whether information may be entered into a tool?
• How do you assess the platform and its suppliers?
• What uses are prohibited?
• How is output checked for accuracy, bias, originality and suitability?
• How do you manage personal data, intellectual property and retention?
• How do you review and improve your controls as the technology changes?
Confident answers matter more than broad claims about using AI ethically.
Our Approach At Mackman As A Responsible AI Marketing Agency
Mackman Group, including Mackman Branding and Marketing, is certified to ISO/IEC 42001:2023 for its artificial intelligence management system and ISO/IEC 27001:2022 for its information security management system. We have also achieved Cyber Essentials Plus, which includes independent technical testing of core cyber controls.
Our responsible AI system includes approved platforms, data rules, risk and impact assessments, supplier review, staff training, an AI register, defined prohibited uses and human oversight.
This does not mean that every task follows the same process. The level of assessment and review should reflect the nature of the work and the possible consequences. It does mean that the decision is governed, recorded where appropriate and owned by a person.
Professional Expertise Remains Central
AI can help an experienced creative professional explore options or help a marketer organise information. It cannot take responsibility for whether an idea is right for the organisation, whether a claim is supportable or whether a communication treats its audience fairly.
Bruce Burgoyne, Creative and Digital Director, said:
“AI can support exploration, production and analysis, but useful output still depends on the quality of the brief and the judgement applied to it. Governance gives our team clear boundaries so we can use the technology with confidence while remaining responsible for the work.”
That position is consistent with our wider professional commitments. Mackman Group is a certified B Corporation and a CIM Company Affiliate. Members of our team also work within professional obligations associated with CIM and CIPR.
What Clients Can Expect
Clients should expect us to be open about how we work, careful with their information and accountable for what we deliver.
Our certifications do not mean that AI presents no risk. They show that we have a structured system for identifying and managing those risks, reviewing our controls and improving them over time.
As AI capability becomes a normal part of agency selection, AI governance should become one too.
Ask us about responsible AI and information assurance in your next project.