Our Use of Artificial Intelligence (AI)
At The Pitch Doctors, we may use artificial intelligence (AI) tools to support research, analysis, content development and operational efficiency. AI is used to enhance our work, not replace professional judgement.
We are committed to the principles set out by the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA), and therefore:
- Human oversight comes first. All client-facing work is reviewed and approved by The Pitch Doctors.
- Accuracy matters. Information generated by AI is checked for factual accuracy before use.
- Transparency is important. Where AI has materially contributed to content or outputs, we will be open about its role where appropriate.
- Confidentiality is protected. We do not input confidential client information into public AI systems without appropriate safeguards and permissions.
- Ethics guide our use. We use AI responsibly and seek to minimise bias, misinformation and unintended harm.
- Accountability remains human. Responsibility for our advice, recommendations and communications always rests with The Pitch Doctors team, not with AI tools.
As AI technology evolves, we will continue to review our practices to ensure they align with industry best practice, client expectations and professional standards.