Our stance on AI is built around curiosity, responsibility, and sustainability:

Our principles of responsible AI use:

• Human-Centric AI: AI is an enabler, not a replacement. It enhances our impact by augmenting human expertise, creativity, and productivity.
• Ethical Stewardship: We actively assess and manage ethical considerations, including data privacy, bias, and transparency.
• Environmental Responsibility: Recognising AI’s substantial energy and water use, we thoughtfully consider the environmental implications of our AI activities.

How we use AI responsibly:

• Value-Driven Application: We deploy AI purposefully, ensuring we use it to enhance meaningful impact rather than just for novelty or convenience.
  
• Data Privacy and Security: We maintain strict data practices, avoiding personal or sensitive client data sharing within AI tools and have internal protocols in place to manage this.
  
• Quality Assurance: AI-generated content undergoes rigorous scrutiny, equivalent to any human-produced work.
  
• Transparency and Accountability: We clearly communicate our use of AI, particularly when interacting with clients or external stakeholders.
• Awareness of Bias: We are aware that, like humans, AI has bias and can offer solutions that are in alignment with that bias. We review outputs critically.

How we use AI in our work

Greenheart cautiously explores AI in areas such as:

• Market research and creative strategy
  
• Supporting with messaging and written communications
  
• Selective data analysis, summarisation, and reporting
  
• Process improvement and documentation

AI tool selection and approval:

We use a carefully curated and regularly updated list of AI tools, each vetted for security and effectiveness. New tools undergo thorough evaluation before being approved for internal use, ensuring compliance with our high standards.

Best practices in AI use at Greenheart:

To maximise AI’s potential while maintaining responsibility, we ask our team to:

• Be clear and specific with AI prompts;
• Always verify AI outputs for accuracy and appropriateness;
  
• Start small, learn quickly, and scale responsibly; and
  
• Continuously share insights and best practices within our team to foster collective learning.

Addressing ethical and environmental concerns around the use of AI:

AI raises legitimate concerns regarding energy consumption and ethical implications like bias and data privacy. It is well understood that AI currently uses significantly more energy than conventional digital activities.

Our current stance is that the benefits of effective and considered use of AI have the potential to outweigh the additional impacts, especially if it supports our mission to increase the genuine positive impact of our clients and the sectors they operate in. We are committed to ongoing education and adjustments as AI evolves, maintaining transparency and alignment with our core values.

Commitment to continuous improvement:

Greenheart pledges to regularly revisit and refine our AI policies to reflect technological advancements, ethical considerations, and environmental impacts. We remain dedicated to learning, improving, and openly communicating our AI journey.

By combining curiosity with careful consideration, we feel that our use of AI can be responsible, ethical, and sustainable as long as it is meaningfully increasing the positive impact we can create.  

Version 1 – May 2025