AI Usage
Policy.
Effective: 1 April 2026 • Version 1.0
This policy sets out how Northern Design and Marketing Ltd (“Northern Digital”, “we”, “us”, “our”) uses artificial intelligence in the delivery of services to clients (“you”, “your”).
1. Our Position on AI
Northern Digital embraces artificial intelligence as a tool that enhances human creativity — not replaces it. We use AI across our workflows to deliver faster, smarter, and more cost-effective results for our clients. We believe in being completely transparent about how and where we use it.
2. How We Use AI
We use AI tools in the following areas of our work:
- Content drafting & copywriting — AI assists with initial drafts, blog outlines, and copy suggestions. All content is reviewed, edited, and approved by a human before publication.
- Website development — AI assists with code generation, debugging, and development acceleration. All code is reviewed and tested by our team.
- SEO research & analysis — AI tools help with keyword research, content gap analysis, and technical SEO auditing.
- Marketing automation — AI powers our CRM workflows, email automation sequences, lead scoring, and chatbot interactions.
- Data analysis & reporting — AI assists with processing analytics data, identifying trends, and generating performance insights.
- Design assistance — AI may be used for image generation concepts, mockup variations, and design exploration. Final designs are always created or refined by our human designers.
- Client-facing tools — Our website chatbot uses AI to answer visitor questions, qualify leads, and provide support outside business hours.
3. Human Oversight
Every piece of work we deliver has human oversight. AI is a tool in our process, not the process itself:
- All AI-generated content is reviewed, fact-checked, and edited by our team before delivery
- Design work is always created or approved by a human designer
- Strategic decisions and campaign planning are made by humans with AI-informed data
- Client communications are always human-to-human (our chatbot clearly identifies itself as AI)
4. Data & Privacy
When using AI tools in our work:
- We never input sensitive client data (passwords, financial information, personal data) into third-party AI tools without explicit permission
- Client website analytics, ad account data, and CRM data are processed through secure, authorised platforms only
- We comply with GDPR and UK data protection regulations in all AI usage
- Our chatbot collects only the information visitors choose to provide (name, email, enquiry details)
5. AI Tools We Use
For full transparency, the primary AI tools in our workflow include:
This list is reviewed and updated as our toolset evolves.
6. Use of AI in Client Projects & Data Sharing
By engaging Northern Digital for any project, service, or consultation, you acknowledge and agree to the following terms regarding AI usage and data sharing.
6.1 AI tools and third-party AI services are used as an integral part of our project delivery process across all services including but not limited to web design, SEO, PPC, content creation, branding, automation, and digital marketing.
6.2 Project-related data, content, briefs, website assets, analytics data, business information, and other materials provided by you may be shared with or processed by third-party AI tools and platforms (including but not limited to those listed in Section 5) as part of our standard workflow.
6.3 Once data is submitted to a third-party AI platform, that data is subject to the terms of service and privacy policies of that respective third-party provider. Northern Digital does not control how third-party AI providers store, process, retain, or use data submitted to their platforms.
6.4 Northern Digital accepts no liability or responsibility for the storage, processing, retention, disclosure, or any use of data by third-party AI tools and platforms once that data has been submitted to those services. This includes but is not limited to any data breach, unauthorised access, model training, or data retention by the third-party provider.
6.5 You are responsible for ensuring that any data you provide to Northern Digital is lawfully provided and does not breach any confidentiality obligations, intellectual property rights, or data protection regulations applicable to you or your organisation.
6.6 Where personal data (as defined under UK GDPR) is involved, Northern Digital will take reasonable steps to minimise the exposure of personally identifiable information to AI tools. However, you remain the data controller and are responsible for obtaining any necessary consents from data subjects whose information may be processed as part of the project.
6.7 Northern Digital provides no warranty or guarantee regarding the accuracy, completeness, or reliability of any output generated by AI tools. All AI-assisted outputs are reviewed by our team, but AI can produce errors, inaccuracies, or biased results.
If you do not consent to the use of AI tools in your project or the sharing of project data with third-party AI platforms, you must notify us in writing before the commencement of work. Alternative arrangements may be available at additional cost.
7. Limitation of Liability
To the fullest extent permitted by applicable law, Northern Digital shall not be liable for any direct, indirect, incidental, consequential, or special damages arising from or in connection with:
- The use of AI tools in the delivery of services
- Any data shared with or processed by third-party AI platforms
- Any inaccuracies, errors, or omissions in AI-generated outputs
- Any actions taken by third-party AI providers with respect to data submitted to their platforms
- Any intellectual property claims arising from AI-generated content or designs
This limitation applies regardless of whether Northern Digital has been advised of the possibility of such damages and shall survive the termination of any engagement or agreement between the parties.
8. What We Don’t Do
- We don’t pass off AI-generated work as entirely human-created without disclosure
- We don’t use AI to generate fake reviews, testimonials, or social proof
- We don’t use AI-generated imagery in client deliverables without the client’s knowledge and approval
- We don’t use AI to scrape, copy, or replicate competitor content
- We don’t make automated decisions about ad spend or campaign changes without human review
9. Client Opt-Out
If you prefer that we do not use AI tools in any part of your project, simply let us know. We’re happy to work entirely without AI assistance — it may affect timelines and pricing, but we fully respect that choice.
10. Governing Law
This policy shall be governed by and construed in accordance with the laws of England and Wales. Any disputes arising from or in connection with this policy shall be subject to the exclusive jurisdiction of the courts of England and Wales.
11. Updates to This Policy
AI technology evolves rapidly. We review and update this policy regularly to reflect changes in our tools, processes, and the regulatory landscape. Continued use of our services following an update constitutes acceptance of the revised policy. The date at the top of this page shows when it was last updated.
12. Contact
If you have any questions about our use of AI, we’re happy to discuss it openly.
© 2026 Northern Design and Marketing Ltd (Company No. 16850400). Registered in England and Wales. All rights reserved.
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