Generative AI tools are advancing fast. The temptation to treat them as shortcuts is real, but so are the risks. Our stance is simple: AI can support creativity, but it must never replace the human story, especially not in the not-for-profit and advocacy sectors we serve.

1. For the benefit of creativity and not at the cost of authenticity.

Generative AI tools can spark ideas, scale experimentation, and remove friction from repetitive processes. They are used at Human Future.Agency to support audience analysis, campaign ideation, prototype visuals, and explore new story formats - always under human direction and always to serve the real-world voices and goals of our clients.

We may use AI to help explore angles or shape early structure, but copy is never outsourced. Every word we publish, for ourselves or our partners, is written by a person with the context, judgement, and responsibility that real communication demands.

We believe AI should be used to augment and enhance human creativity, not wholesale replace our voice.

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2. For productivity and focus.

We use AI to streamline repetitive tasks, uncover insights, and accelerate parts of the creative process. As organisations increasingly explore AI at scale, we remain grounded: tools may evolve, but the responsibility for decisions stays human.

In a fast-moving, uncertain landscape, we adopt AI only when it adds clear, measurable value, and always under human oversight. We don't buy into hype. We engage with AI critically, as experimenters, not evangelists.

NGOs and mission-driven organisations exist to serve people. That means empathy, ethics, and lived understanding will always matter more than efficiency alone.

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3. With respect for those who create.

Many AI models are trained on large datasets that include creative, cultural, and personal content. Often without the explicit consent of those who produced it. Current legal frameworks around copyright and intellectual property have not fully kept pace, and some voices in the AI space actively challenge the relevance of these protections. We acknowledge these tensions and advocate for approaches that respect the rights of creators and cultural contributors

At Human Future.Agency, we commit to using only tools that prioritise consent, transparency and fairness. We favour models like Adobe Firefly, which are by no means perfect, but have clearer and visible licensing frameworks . In addition, we a use a variety of standard creative digital tools, (Adobe Creative Suite, Unreal Engine, Maya, Blender) that have AI plug ins trained on platform behavior and UI data to augment creative process) .

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