Eleven’s official stance on AI

As a forward-thinking agency, we’re actively embracing the game-changing potential of generative AI in our day-to-day. This is why we established an AI Champions group earlier this year to determine how and when AI is used in our agency.

Our official stance outlines how we’re weaving AI into our workflows, while staying true to our commitment to accuracy, ethics and creativity.

Our approach to AI is centred on maintaining authenticity and aligning with our agency’s values:

• We’re curious about the world around us.
• We’re committed to making the world a better place.
• We value collaboration. It’s how we have the greatest impact.

Here are some of the core principles outlined in our stance:

1. Human-centred creativity: AI is used to enhance human creativity, not replace it.
2. Transparency and accountability: We commit to full transparency in our use of AI, ensuring you know when you’re interacting with AI-generated content or tools.
3. Ethical use: We are committed to actively monitoring and mitigating any bias in AI-generated content to uphold our commitment to diversity, equity and inclusion.
4. Privacy and security: We handle all data used in AI tools with the utmost care, ensuring compliance with both data protection regulations and our own data handling policies to safeguard privacy and security.

We also understand that not everyone is open to incorporating AI-generated imagery as part of their creative output. That’s why we offer the option to opt-out of using AI in the creative process. So if you prefer a purely human-led approach for visuals, you’re welcome to let us know and we’ll adapt accordingly.

To read our new stance in full, click here.