Why Your Organization Should Have a Generative AI Policy

Martin Stoll
February 5, 2024

As an avid user of generative AI tools, I took a different approach to writing the blog you’re about to read. Well, for one, it was written without any use or support of artificial intelligence. No ChatGPT, Gemini (Formally known as Bard), Claude, Anyword, Jasper, Grammerly, or any of the other tools that make drafting copy in 2024 so much easier.

Since this blog post is about the need for generative AI policies, I thought it was important to avoid asking it for help, or in other words, avoid a “fox in the henhouse” type of situation. 😉

At Sparkloft Media, we sit at the intersection of consumer behavior, culture trends, and changes in technology. So, obviously, we started playing around with and using Generative AI the moment the first tools emerged. But with that came a new wave of risks that couldn’t be ignored, and it was important to establish clear guidance to safely use generative AI tools for our creative agency, team, and clients. 


The rise of generative AI, since the beginning of 2023, has been astonishing, and there is no question that its influence on many aspects of our lives will continue to increase. And as mentioned before, for marketers, this new technology will bring big opportunities…and risks.

For anybody who has used a generative AI tool like ChatGPT, the opportunities are obvious: we can create or optimize content in a fraction of the time. No longer do we need to be trained copywriters, graphic designers, or video editors – artificial intelligence makes it possible to start creating without the need for formal training and years of experience. Generative AI will not replace creative jobs, but as a tool, it will become indispensable and profoundly change the creative process. 

When it comes to the considerable risks, they range from ethical and moral concerns to legal liabilities around intellectual property and copyright. Also, not to mention the environmental impact that comes from the enormous amounts of energy needed to train and run large language models. 

To manage the risks any (marketing) organization is well advised to establish a generative AI policy that will serve two important purposes:

  • To limit the exposure to generative AI risks.
  • Give consumers (or customers) confidence that the organization is using generative AI in a responsible manner.

Your policy should address how the organization handles key issues like data privacy, eliminating bias, complying with laws and regulations, and human oversight. 

Keep in mind, like other policies, your generative AI policy will need to be reviewed and most likely updated on a regular basis to keep up with the rapid changes.

If you are starting from scratch, below is a glimpse of our policy to get you started. Of course, you should consult with your legal counsel about what your policy needs to cover before rolling it out. 


  1. Purpose. The purpose of this policy is to provide guidelines for the ethical and responsible use of Generative Artificial Intelligence (AI) technologies within Sparkloft Media. 
  2. Ethical Use of Generative AI. We commit to using Generative AI in a manner that respects human rights, values, and ethical standards. We will not use AI to create misleading or deceptive content. Our use of AI will be guided by principles of transparency, honesty, fairness, and respect.
  3. Data Privacy. We are committed to protecting privacy and confidential information when using Generative AI systems. We will make sure that no confidential information is shared with Generative AI systems and we will inform our clients about how we are using Generative AI on their behalf. 
  4. Transparency. We will be open and transparent about our use of Generative AI. We will explain how we use Generative AI, which tools we use and inform clients of the general pros and cons of using Generative AI systems.   
  5. Accountability. We will establish clear lines of responsibility for the use of Generative AI systems. We will maintain an approved list of tools that can be used, processes that explain how the tools can be used, safeguards to ensure no confidential information is shared with Generative AI systems and will review our procedures on a regular basis.
  6. Continuous Learning and Improvement. We will continuously learn about Generative AI and improve our Generative AI knowledge and workflows. We will regularly review and update this AI policy as technology and industry standards evolve.
  7. Inclusivity and Fairness. We will ensure that our use of Generative AI systems do not perpetuate bias or discrimination. We will make sure data into the systems is fairness, inclusive and free of bias. We will review content generated by Generative AI through that lens. 
  8. Compliance with Laws and Regulations. We will ensure that our use of Generative AI complies with all relevant laws and regulations, including data protection and privacy laws.
  9. Human Oversight and Reviews. While Generative AI can automate many tasks, we will maintain a level of human oversight to ensure that the content generated by Generative AI is checked for accuracy and relevance.    

The use of artificial intelligence, especially generative AI tools, is going to continue to be integrated into our lives. If you aren’t embracing it now, you will be left behind. And creating a generative AI policy is just part of the beginning.

For a deeper look download our report:
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