Ethics & Use of Gen-AI

We take AI seriously. And no, not in the way everyone else says they do.

Being based in Asia, especially in Singapore, means media is tightly regulated. You can't simply brush off mistakes and blame them on "AI hallucinations." Someone has to be responsible, and that someone isn't the software. It's the person using it. That's us.

Unlike most, we're open about our methodology. The reality is that everyone's using Gen-AI in some form, they're just not declaring it. Look at Adobe Photoshop. Generative Fill is being used everywhere. Nobody tags it, but it's there.

We prefer to be upfront. Call it bad negotiation skills, maybe. But we'd rather be honest. For us, transparency starts from the very beginning.

Here's how we approach it:

• First, we only use Gen-AI tools with proper commercial licenses. If the terms aren't clear or the usage isn't above board, it doesn't make the cut.
• Second, we look into who's behind the tech. Do they seem reliable? Do they operate independently? If a company might be influenced by outside forces or lack control over its own data, we skip it. No need to complicate things.
• Third, we layer in people. On purpose. That means real humans reviewing, shaping, and polishing what the AI helps us generate. It's a little slower, but a lot smarter. A fully automated process might save you time & money, but it'll also save your results. And not in a good way.

Finally, we apply the most stringent standard we can find; not just our own. After we've checked everything, we ask: is our internal conscience even enough? So we look outward. Right now, we follow what we believe is the most globally respected benchmark: the BBC's AI usage standards.

We use AI where it makes sense. Then we layer in the human stuff — taste, instinct, and a bit of healthy overthinking.