Generative AI Manifesto

Impulse Creative & Generative AI: Enhancing Value Through Responsible Innovation

Updated: April 24th, 2025

At Impulse Creative, we believe in leveraging technology strategically to deliver exceptional results for our clients. We are thoughtfully integrating generative artificial intelligence (AI) into our internal processes, guided by a first principles approach focused on enhancing the quality and value of our services, not simply pursuing efficiency.

A first principles approach focused on enhancing the quality and value of our services, not simply pursuing efficiency.

Our commitment to responsible AI use is built on transparency, trust, and a dedication to human-led expertise.

Our Core Principles for Using Generative AI:

  1. Focus on Client Value & Quality: Our primary goal is to use AI to uncover deeper insights, explore innovative strategies, and ultimately deliver more impactful, high-quality work that drives smarter growth for our clients.
  2. Human Oversight is Paramount: We view AI as a powerful tool to augment our team's creativity and strategic thinking, not replace it. All work product, regardless of whether AI was used in the process, undergo rigorous human review, validation, and refinement to ensure accuracy, strategic alignment, and adherence to our high standards.
  3. Data Security & Confidentiality: Protecting client data is critical. We adhere to stringent data security protocols, including measures to prevent the sharing of Personally Identifiable Information (PII) or other confidential information when utilizing approved AI tools.
  4. Transparency & Trust: We believe in open communication. While we leverage AI internally, we are committed to transparency about how it may be applied in our service delivery processes (categorized primarily as AI-Assisted, where AI plays a supporting role under significant human effort).
  5. Ethical Use & Accuracy: We are committed to using AI responsibly, respecting intellectual property rights, and prioritizing the accuracy and validity of all information and content we produce.

How We Use AI:

Generative AI tools may assist our internal teams with tasks like research, preliminary ideation, or refining content during the creation process (AI-Assisted). In all cases, our team's expertise guides the process, and our time will continue to be a honed focus on prioritizing and ideating initiatives that move the needle for your brand, creating and validating campaigns that resonate with your target audience, strategic alignment, and ensuring the final output meets client needs and brand voice. Currently, our use is focused on AI-Assisted processes where AI contributes less than 25% of any given deliverable or action. 

More significant use of AI in generating initial drafts (AI-Generated) is planned for the future and will involve clear client communication and approval on a case-by-case basis.

Collaboration:

To ensure the highest quality outcomes, we appreciate clients informing us if materials provided for our use were generated using AI. This allows for proper validation and integration. With each contract we will provide a copy of our Generative AI Operating Agreement with the full details of how you can expect Generative AI technologies to be used.

Our Commitment:

Impulse Creative is dedicated to harnessing the potential of generative AI responsibly to enhance the value we deliver every day. We are committed to continuous learning, ethical application, and maintaining the trust you place in us as your strategic partner. We strive to use generative AI to increase the value we deliver for your company, not our margins.