Generative AI Operating Agreement

1. Impulse Creative's Commitment to Responsible AI Use

Impulse Creative is dedicated to the responsible and ethical application of generative AI. Our approach is guided by the following principles:

• Data Security: We prioritize the security and confidentiality of all client data. Our stringent data security protocols, which govern any use of generative AI, include measures to prevent the unintentional sharing of Personally Identifiable Information (PII) or other confidential client information.
• Compliance: We are committed to complying with all applicable laws, regulations, and industry best practices related to data privacy, intellectual property, and the use of AI technologies.
• Trust: We believe in building and maintaining the trust of our clients through transparency, open communication, and a commitment to delivering high-quality, human-validated results.
• Human Oversight: We firmly believe that generative AI is a tool to augment human creativity and expertise, not replace it. All AI-generated content and insights developed during our service delivery process will be subject to human review, validation, and strategic direction before becoming part of a final deliverable.
• Client Value: Our primary goal in utilizing generative AI is to enhance the value we provide to our clients by improving efficiency in our processes, exploring new creative avenues, and delivering more impactful results.

2. Categories of Generative AI Use in Our Service Delivery

To provide clarity on how generative AI may be integrated into our internal workflows for service delivery, we have defined two distinct categories:

2.1. AI-Assisted Delivery:

Definition:

In AI-Assisted service delivery, generative AI tools are used internally by our team to support specific tasks and enhance the quality and value delivered through our service offerings, with the contribution of AI to the internal process representing less than 25% of the overall effort and output. This involves leveraging AI for tasks like research, idea generation, or content refinement during the creation process, always under significant human guidance and with the majority of the work driven by human expertise and creativity.

2.2. AI-Generated Delivery: 

Definition:

In AI-Generated service delivery, generative AI tools play a more significant role in the internal process, generating less than 75% of the initial effort and output contributing to the final deliverable. Crucially, at least 25% of the effort is dedicated to human oversight, critical validation, verification, strategic alignment, and refinement to ensure the deliverable meets the client's specific needs and brand voice. Human expertise remains paramount in guiding and finalizing the output.

(Expected after Q3 2025, or with client-explicit beta-approval)

3. Acceptable Use of Generative AI Tools

Impulse Creative recognizes that generative AI capabilities are increasingly integrated into various creative and productivity tools. Our current acceptable use guidelines for these tools by our employees are as follows:

• Creative Work (Adobe, Canva, Figma, Descript, Github Copilot, and similar tools): The use of generative AI features within creative software like Adobe products (e.g., Firefly, Photoshop, Adobe Illustrator), Canva's AI features, Figma's generative fill, and other similar tools is acceptable as part of the creative process. However, the resulting components or deliverables must still adhere to the thresholds defined in Section 2 (AI-Assisted or AI-Generated process category) and undergo appropriate human review and refinement.
• Large Language Models (LLMs): At this time, Google Gemini is the only Large Language Model approved for use by Impulse Creative employees due to our stringent data security and compliance requirements. If our approved LLM changes in the future, this agreement will be updated accordingly. Employees should refrain from using other LLMs for company-related work unless explicitly approved.
• HubSpot Breeze AI: Impulse Creative may leverage the HubSpot Breeze AI functionality within our clients' HubSpot portals where necessary or beneficial to enhance their marketing and sales efforts. This usage will be aligned with the client's objectives and subject to our internal review processes, adhering to the categories defined in Section 2.

4. Impulse Creative as a Steward for Our Clients

As your steward, Impulse Creative is committed to ensuring that the use of generative AI in the delivery of our services is both beneficial and responsible. This includes:

• Transparency: We will be transparent with our clients about how generative AI may be utilized in the delivery of services for their projects, according to the categories defined above. While we may not detail every specific internal AI tool used, we will clearly indicate whether a deliverable resulted from an "AI-Assisted" or "AI-Generated" process category.
• Quality Assurance: Regardless of the level of AI involvement in the creation process, all deliverables will undergo rigorous quality assurance processes, including thorough human review and validation.
• Ethical Considerations & Accuracy: We are committed to using generative AI ethically and responsibly, respecting intellectual property rights and placing paramount importance on the accuracy and validity of any information or content developed with AI assistance.
• Continuous Improvement: We will continuously evaluate and refine our approach to using generative AI, staying informed about the latest advancements and best practices to ensure we are delivering the best possible results for our clients.

5. Client Responsibilities Regarding Generative AI

To ensure the integrity and quality of our collaborative work, we also have an expectation regarding our clients' use of generative AI in materials they provide to us:

• Disclosure of AI-Generated Content: We request that our clients inform Impulse Creative if any content, data, or materials they provide to us for incorporation into our services have been generated in whole or in part by generative AI tools. This disclosure is crucial for our team to properly verify, validate, and integrate the provided content into the overall project. It allows us to ensure consistency, accuracy, and alignment with the project's objectives.
• Collaboration for Quality: By sharing this information, our clients are enabled to share 1st draft outputs that communicate direction or information, but also enable us to work collaboratively to maintain the highest standards of quality and ensure the final deliverables are accurate and effective.

6. Acceptable Use Policy for Impulse Creative Employees

This section outlines the acceptable use policy for generative AI tools by Impulse Creative employees:

• Alignment with Client Commitments: All employee use of generative AI must align with the principles and categories outlined in this agreement regarding its application in client service delivery.
• Responsible and Ethical Use: Employees are expected to use generative AI tools responsibly and ethically, respecting intellectual property, avoiding the creation of harmful or biased content, and adhering to all company policies and legal regulations. Despite AI assistance, employees remain accountable for the completion and quality of their assigned tasks and deliverables.
• Human Oversight is Mandatory: AI-generated tasks developed during internal processes should always be reviewed, validated, and strategically directed by human employees. AI is a tool to assist, not replace, human expertise and critical thinking.
• Data Privacy and Confidentiality: Employees must exercise extreme caution when using approved generative AI tools. Where feasible, employees are responsible for removing Personally Identifiable Information (PII) or other confidential client information before inputting data into these tools. Data privacy and security must always be maintained, and employees must be aware of the terms of service and privacy policies of any approved AI tools utilized, ensuring full compliance with our protocols designed to prevent unauthorized data sharing.
• Transparency within the Team: Employees should be transparent with their team members and supervisors about their use of generative AI in project workflows. Referencing in tasks via tag for AI Assisted, or AI Generated has been used for a particular task.
• Continuous Learning: Employees are encouraged to stay informed about the latest advancements in generative AI and to continuously develop their skills in utilizing these tools effectively and responsibly, and share their successes and failures.
• Prohibited Uses: Employees are prohibited from using generative AI for any activities that violate company policy, ethical guidelines, or legal regulations. This includes, but is not limited to: generating defamatory content, infringing on intellectual property rights, creating malicious software, or using unapproved free or paid generative AI tools for company or client work unless thoroughly vetted and explicitly authorized in writing by the company and the client.

7. Data Security and Compliance

Impulse Creative maintains robust data security measures and adheres to all applicable compliance regulations. Our use of generative AI will always be conducted in a manner that respects data privacy, confidentiality, and security. We are committed to ensuring that client data is protected throughout the entire project lifecycle, including when utilizing AI tools as part of our internal processes, and preventing the exposure of PII or confidential information.

8. Trust and Transparency

We believe that trust is the foundation of strong client relationships. This AI Operating Agreement is a testament to our commitment to transparency in how we leverage innovative technologies like generative AI to serve our clients better. We are confident that this framework will provide clarity and ensure a successful and collaborative partnership.

9. Client Acknowledgment

By engaging Impulse Creative for services where generative AI may be utilized in the delivery process as described herein, after the effective date of this AI Operating Agreement, you acknowledge that you have read, understood, and agree to the terms and conditions outlined herein regarding the potential use of generative AI in the delivery of our services. You also acknowledge your responsibility to inform Impulse Creative of any AI-generated content you provide to us for incorporation into our projects.

This AI Operating Agreement may be updated from time to time. The latest version will be posted on our website or otherwise communicated to our clients.

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