AI Policy

At Phantom, we are a technology-focused and creatively driven company, dedicated to elevating brands in the digital realm.

Innovation is at the core of what we do, and we embrace AI as a tool to enhance efficiency, insight, and creativity—while ensuring that all creative work remains human-led.
Our approach to AI is guided by transparency, responsibility, and ethical best practices to maintain the highest standards in everything we deliver.

• AI is never a substitute for human creativity but may be used for research, automation, or idea enhancement.
• If AI is used in a project, we will disclose its role to our clients. We also internally mark AI assets and include relevant sources as per our internal AI policies
• All AI-assisted work is reviewed and approved by our team to maintain originality, accuracy, and compliance with legal and ethical standards.

Our AI practices align with the laws of England and Wales:

• UK AI Regulation – We follow the UK’s evolving pro-innovation AI approach, ensuring safety, transparency, and accountability Here
• Data Protection & Privacy – We comply with the Data Protection Act 2018
  (UK GDPR) ensuring responsible AI use in relation to personal data. Here

Intellectual Property (IP) & Copyright – AI-generated content follows UK copyright law, and we aim to not infringe third-party rights. Here

While our business is governed by English law, we recognise that international clients may operate under different AI regulations, such as:

• EU AI Act – We monitor and adapt to ensure compliance for projects involving EU-based businesses. Here
• US AI Frameworks – We monitor AI governance developments in the US, including federal and state-specific regulations. Here
• Other Regions – We consider international AI policies when working with clients outside the UK.

At Phantom, we recognise that AI models can inherit and amplify biases from the data they are trained on. We take proactive steps to identify, mitigate, and minimise bias in any AI-assisted work:

• Human Oversight & Review – All AI-supported content is checked for fairness, accuracy, and inclusivity before being shared or published.
• Ethical AI Practices – We carefully select AI tools that prioritise bias reduction and diversity-aware training methodologies and where possible, we fine-tune models to further enhance fairness and inclusivity
• Diverse & Representative Inputs – Where applicable, we ensure that AI-driven insights are drawn from varied, high-quality, and representative datasets.
• Continuous Learning & Adjustment – AI bias is an evolving challenge, and we remain committed to ongoing evaluation, auditing, and refinement of AI-assisted processes.

• We do not use AI to mislead, deceive, or infringe on rights.
• AI will only be used in ways that align with our values of originality, integrity, and creativity.
• We regularly review AI tools to ensure compliance with ethical and legal standards.

For any questions about our AI use, please contact us at [email protected]