AI Policy

This policy was last updated on 3rd August 2026.

Introduction

This AI Policy explains how [MFD Marketing Ltd.] ( "us”) uses Artificial Intelligence (AI) in accordance with the UK General Data Protection Regulation (UK GDPR), Data Protection Act 2018, Data Use and Access Act 2025, Information Commissioner’s Office (ICO) guidance to AI and data protection and the Privacy and Electronic Communications Regulations (PECR).

It breaks down:

  • How AI is used in the business

  • How your Personal Identifiable Information (PII) may be processed when AI tools are used

  • The safeguards we implement to protect clients and their information and your rights under GDPR

  • Our commitment to using AI ethically, responsibly and with transparency

Why does MFD Marketing use AI?

At MFD Marketing we believe that Artificial Intelligence (AI) technologies can enhance productivity, efficiency and analysis for both our internal operations and client delivery across branding strategy, social media management and website design and builds.

However, we also believe that AI does not replace human expertise, creativity, professional judgement or accountability and requires consistent oversight. This policy helps to explain how MFD Marketing governs its use.

MFD Marketing principles for responsible AI use

MFD Marketing is committed to:

  • Transparency regarding our use of AI

  • Human oversight over any AI-assisted outputs

  • Protection of personal and confidential information

  • Data minimisation when using AI

  • Accuracy and quality assurance over any AI-assisted outputs

  • Fairness and non-discrimination

  • Accountability and compliance with privacy and Intellectual Property (IP) laws in work we deliver to clients

How MFD Marketing uses AI

AI-assisted technologies may be used in connection with:

1. Brand Strategy services

  • Research (for example, conducting market research, competitor analysis, brand positioning analysis)

  • Preparation of meetings and workshops (for example, producing whiteboards and process flows)

  • Ideation of personas and brand voice (for example, suggestions for naming and taglines for offers)

  • Strategic planning support (for example, planning specific artefacts to be delivered by certain dates)

  • Streamlining branding output creation (for example, pulling brand artefacts together and planning out the contents for a strategy pack)

2. Social Media Management services

  • Research (for example, conducting market research, competitor analysis, trend and key dates research, SEO and AIO research)

  • Preparation of meetings and workshops (for example, content calendar development, campaign planning and whiteboards)

  • Ideation of content (for example, brainstorming topics, drafting captions/engagement scripts/automated DMs, suggestions for repurposing opportunities)

  • Strategic planning support (for example, planning content to land across different channels and dates)

  • Streamlining performance reporting output creation (for example, pulling analytics data from accounts and synthesising data to produce and prioritise meaningful insights to discuss)

3. Website Design and Development services

  • Research (for example, conducting market research, competitor analysis, SEO and AIO research)

  • Preparation of meetings and workshops (for example, wireframe development, preparation of design concepts and planning demos, sitemap planning and whiteboards)

  • Ideation of content (for example, drafting website copy, suggestions for enhancing accessibility, User Experience (UX) and SEO/AIO performance)

  • Strategic planning support (for example, planning suitable dates for testing, launch and post go-live support)

  • Troubleshooting (for example, reviewing error definitions and suggested remediation activities, assistance with enhancing code)

  • Streamlining output creation (for example, generating metadata and suggestions of list of tags for GA4 and producing training material for handover)

4. MFD Marketing internal use (Administrative and Operational)

MFD Marketing may also use AI technologies to support business operations such as:

  • Call transcription

  • Meeting recording summaries

  • Action item generation and extraction

  • Agenda and meeting note generation

  • Follow-up communication drafting

  • Preparation of proposals

  • Assistance with drafting contracts

  • Client onboarding administration

  • CRM Management and associated workflow automation

  • Scheduling support

  • Project management

  • Internal documentation and knowledge management

  • Production of training materials and Standard Operating Procedures (SOPs) for internal use

  • Reporting and analytics summaries

Human Oversight and Review

As stated earlier, MFD Marketing chooses to use AI technologies solely as support tools and maintain human involvement in all internal activities and delivery of services to clients.

All significant outputs generated or assisted by AI get fully reviewed and fact-checked to the best of knowledge before being:

  • Delivered to clients

  • Published

  • Used to inform any business decisions

  • Used in any strategic recommendations

MFD Marketing does not knowingly rely on fully automated decision-making that produces negative impacts on individuals (such as legal or similarly significant).

PII and AI-Assisted Processing

Where any personal data is processed using AI-assisted technologies, MFD Marketing remains responsible for ensuring compliance with the applicable data protection regulations mentioned.

Personally Identifiable Information (PII) may include:

  • Name

  • Contact details

  • Digital correspondence (emails, direct messages etc.)

  • Call recordings

  • Call transcripts and action lists

  • Meeting notes

  • Information held on client projects

  • CRM records

  • Analytics (social accounts, website etc.)

  • Information voluntarily provided to us by clients

When using AI-assisted technologies, MFD Marketing applies the principles of:

  • Lawfulness (using the technologies within stipulation of governing laws)

  • Fairness (treating all outputs with critical thinking and reducing risk of bias)

  • Transparency (making sure clients know and understand how we are using AI)

  • Purpose limitation (using AI only for what is deemed necessity or justifiable to enhance productivity)

  • Data minimisation (responsible use of AI by aiming for as least usage as possible)

  • Accuracy and Quality Assurance (fact-checking and further independent research and performing hallucination testing on outputs given by AI)

  • Storage limitation (providing information to AI only for what is deemed necessity or justifiable to enhance productivity)

  • Integrity and Confidentiality (providing only information that is deemed critical to AI to achieve desired outputs and ensuring that it is protected to the best of our knowledge)

  • Accountability (full ownership of outputs given to clients, including responsibility over any AI-generated outputs)

Confidentiality of Client Information

As always, MFD Marketing treats client information as confidential and therefore seeks to ensure that any confidential business information is protected when using AI-assisted technologies.

MFD Marketing seeks to use business-grade platforms that provide enhanced privacy controls and safeguards.

MFD Marketing does not knowingly submit confidential information to publicly accessible AI systems for training purposes without suitable safeguards and an appropriate lawful basis.

Intellectual Property (IP) and Copyright

AI-assisted technologies may contribute to the development of deliverables including but not restricted to:

  • Written copy

  • Marketing materials

  • Design concept feedback

  • Strategic recommendations

  • Visual content (such as images)

  • Code

All deliverables are subject to human review, editing and refinement.

Unless otherwise agreed in writing:

  • Clients retain ownership of any material they provide to MFD Marketing

  • Ownership of final deliverables are governed by the client agreement, regardless of whether AI has been used

  • AI-generated outputs can be modified, adapted, edited and/or combined with other work before delivery

  • MFD Marketing takes reasonable measures to avoid infringement of third-party IP rights and license terms

AI Technologies used and International Data Transfers

MFD Marketing uses the following third-party AI-assisted technologies:

  • ChatGPT

  • Claude

  • Dubsado

  • Google Search AI Assist

Certain AI service providers may process data outside of the United Kingdom (UK).

Where international transfers occur, MFD Marketing seeks to ensure appropriate safeguards are in place in the contractual agreements.

It is the responsibility of the client to review these platforms and inform MFD Marketing of any objections they have to the use of any of them. See section detailing your rights further below.

Data Retention of information processed through AI-assisted Technologies

MFD Marketing only retains information processed through AI-assisted technologies for as long as reasonably necessary to:

  • Deliver services

  • Manage client relationships

  • Comply with legal obligations

  • Resolve disputes

  • Protect legal rights (of MFD Marketing and of clients)

Retention periods may vary depending on the nature of the information and legal requirements.

Where appropriate information will be securely deleted, anonymised or otherwise disposed of when no longer required.

Your Rights under data protection legislation (GDPR and ICO)

Individuals can exercise their rights under applicable data protection legislation to:

  • Access their personal information

  • Request correction of inaccurate information

  • Request deletion if legally applicable

  • Restrict processing in specific circumstances

  • Object to certain forms of processing

  • Withdraw or amend consent where consent is relied upon

Examples of personal information include:

  • Call/meeting recordings

  • Call transcripts and action lists

  • AI-generated summaries

  • CRM records

  • Project communications

  • Digital correspondence (e.g. emails)

You can exercise these rights by submitting a request in writing to MFD Marketing at: sian@mfdmarketing.com

MFD Marketing will respond within one calendar month of receiving a valid request. Where requests are particularly complex or numerous, MFD Marketing may extend the response period where permitted by law in the UK.

MFD Marketing reserves the right to request proof of identity before releasing information if any reasonable doubt is present that the subject (individual the information is held for) is being impersonated.

Data breaches as a result of AI-assisted Technologies

In the event of a personal data breach caused from MFD Marketing’s usage of AI-assisted Technologies, MFD Marketing will take appropriate steps to:

  • Investigate the incident

  • Mitigate risks

  • Protect the affected individual/s

  • Notify relevant authorities and affected individual/s where legally required to

Changes to this policy and Transparency commitment

We may update this AI Policy to reflect changes in law or our practices.

MFD Marketing reserves the right to change, replace, add or remove AI-assisted technologies that they use for supporting business operations. Any changes will remain subject to MFD Marketing’s legal, security, privacy and compliance obligations.

Updates will be posted on this page with a revised date.

MFD Marketing remains committed to transparency regarding its use of AI. Therefore, clients may contact us with questions regarding:

  • Our use of AI-assisted technologies

  • Data protection practices

  • Privacy rights

  • Personal information (PII) requests

  • Information governance matters

How to contact us

In the first instance, for any questions about our use of AI or your data rights, please email us directly at: sian@mfdmarketing.com

Should you be dissatisfied with our response to a privacy-related matter, you may also have the right to raise a complaint with the Information Commissioner’s Office (ICO).