Artificial Intelligence (AI) Usage Policy
At Disruptive Thinking Ltd, we use technology to help us work smarter, improve efficiency, and deliver better outcomes for our clients. Artificial Intelligence (AI) is one of the tools we use to support our team, enhance our creativity, and help us deliver better results.
However, we believe technology works best when combined with human expertise, curiosity, creativity, and judgement. The value we bring to our clients comes from understanding their challenges, asking the right questions, developing strategic thinking, and creating work that delivers meaningful impact.
AI is used to support our team, not replace the relationships, experience, and personal approach that our clients value.
This policy explains how we use AI, the principles that guide our approach, and the steps we take to ensure information is handled responsibly and securely.
Last Reviewed: July 2026
Next Review Due: July 2027
1. How we use AI
AI tools are used across different areas of our business to improve efficiency, support creativity, and enhance the services we provide.
While AI can help us work faster and explore new possibilities, we place enormous value on the experience, creativity, critical thinking, and expertise that only people can bring. The insight gained from years of working with clients, understanding their audiences, and applying strategic judgement cannot be replaced by technology.
AI is a tool that supports our team. It does not replace the relationships, ideas, problem-solving, and human perspective that sit at the heart of the work we deliver.
All work produced by Disruptive Thinking remains the responsibility of our team. AI-generated outputs are reviewed, refined, and checked by experienced team members before they are used externally or shared with clients.
1.1 AI meeting assistants and transcription tools
We use AI-powered meeting tools, such as Fireflies.ai and Google Gemini, to help capture conversations, record key decisions, and improve the accuracy of meeting notes.
These tools help us spend less time manually documenting discussions and more time focusing on delivering value for our clients.
Any recordings, transcripts, or notes are stored securely and used only for legitimate business purposes connected to the meeting or agreed project activities. Where useful, we may provide copies of recordings, transcripts, or notes to our clients.
1.2 Generative AI tools and large language models
We use generative AI tools, including platforms such as ChatGPT, Claude, and Gemini, to support areas including:
Research and information gathering
Content development and refinement
Brainstorming and idea generation
Improving internal processes
Supporting analysis and problem-solving
Increasing efficiency across everyday tasks
AI outputs are always reviewed by a member of the Disruptive Thinking team before they are used.
We apply our own knowledge, experience, and judgement to ensure all work is accurate, appropriate, aligned with client objectives, and meets our quality standards.
AI supports our thinking and creativity, it does not replace them. The strongest ideas come from combining technology with human insight, experience, and understanding of our clients’ goals, audiences, and challenges.
1.3 Using AI for data analysis and CRM insights
We also use AI tools to support data analysis, data interrogation, and insight generation. This may include analysing information from client systems, such as CRM platforms, to help identify trends, uncover opportunities, improve processes, and support better decision-making.
AI can help us process and analyse information at scale, identify patterns, and highlight areas for further investigation. However, insights are always reviewed and interpreted by our team using our knowledge of the client’s wider business context, objectives, and challenges.
The value comes from combining AI-powered analysis with human expertise and turning data into meaningful recommendations and practical actions.
We do not upload confidential client information, personal data, commercially sensitive information, passwords, or restricted business information into public AI tools.
Where client information needs to be processed using AI, we only use appropriate tools, approved access methods, and suitable privacy and security controls.
1.4 AI features within other platforms
Many of the tools we use across marketing, CRM, project management, analytics, design, and communication now include AI-powered functionality.
We may use these features where they provide genuine value, improve efficiency, or enhance the quality of our work.
Before using any AI-enabled feature, we consider:
What information is being processed
How that information is stored and used
Whether appropriate security measures are in place
Whether the output requires human review
2. Data protection and security
Protecting client information and maintaining trust is fundamental to the way we work.
We take care when deciding what information is shared with AI systems and ensure data is handled responsibly.
Our approach includes:
Restricting access to information to authorised team members
Using appropriate security settings within AI platforms
Avoiding the use of sensitive information in unsuitable tools
Following applicable data protection legislation, including UK GDPR
Where we use AI to support client data analysis, we ensure appropriate safeguards are in place and only use suitable tools and environments designed to protect information.
We regularly review the tools we use to ensure they continue to meet our expectations around privacy, security, and responsible use.
3. Responsible and ethical use of AI
AI technology is evolving quickly, but it is not perfect. AI-generated outputs can sometimes contain errors, inaccuracies, outdated information, or unintended bias. We therefore apply human oversight to all AI-assisted work.
Our team is responsible for ensuring that:
Information is reviewed for accuracy
Content reflects our clients’ requirements and values
Recommendations are based on appropriate expertise and judgement
AI-generated outputs are checked before being shared externally
We remain accountable for every piece of work we deliver. AI may assist with research, ideas, analysis, or production, but responsibility for accuracy, quality, and strategic relevance always remains with our team.
We do not use AI as a replacement for human decision-making, accountability, or professional expertise.
4. Transparency with clients
We believe transparency builds trust.
Where AI plays a meaningful role in delivering our services, we are open to discussing how it has been used and the safeguards we have in place.
Our priority is always delivering work that meets our clients’ needs, aligns with their expectations, and provides genuine value.
5. Reviewing and improving our approach
AI technology continues to develop rapidly, and our approach will evolve alongside it.
We regularly review:
The AI tools we use
Our internal processes
Security and privacy considerations
Industry guidance and best practice
Our aim is to use AI thoughtfully and responsibly, helping our team work more effectively while maintaining the creativity, expertise, strategic thinking, and personal approach that define Disruptive Thinking.
If you have any questions about our approach to AI, please contact: