Markstein recognizes the growing role of generative artificial intelligence (AI) in digital and traditional marketing and communications. When used thoughtfully and responsibly, AI tools can improve efficiency, support creativity, and enhance collaboration across our teams.

AI is a support tool—not a replacement for human expertise, judgment, or creativity. All uses of AI at Markstein are guided by professional standards, ethical considerations, and careful human oversight. These guidelines outline how generative AI tools may be used within the agency and in service of our clients.

Our Commitment to Quality, Authenticity, and Transparency

Markstein is committed to delivering authentic, high-quality work. AI may be used as part of the creative and strategic process, but it does not replace original thinking, professional judgment, or accountability.

We will always exercise due diligence when using AI-generated outputs and will be transparent about its role when appropriate. AI may support our work in the following ways:

• Brainstorming and ideation
• Storyboarding and concept development
• Strategy organization and layout
• Market, audience, and competitor research
• Data planning and high-level analysis
• Copywriting support, including brainstorming and draft development
• Image enhancement and generation to support storytelling where appropriate
• Recordings and transcriptions

All AI-assisted work is reviewed, refined, and finalized by Markstein team members before being shared with clients.

Our Commitment to Accuracy and Integrity

Generative AI tools have limitations and may produce incomplete, inaccurate, or unsourced information. Markstein team members are responsible for verifying facts, validating sources, and ensuring accuracy in all AI-assisted outputs.

All content generated with the assistance of AI is reviewed for:

• Accuracy and relevance
• Proper sourcing and factual integrity
• Potential plagiarism
• Copyright or trademark infringement

AI-generated outputs are treated as drafts or inputs—not finished deliverables.

Our Commitment to Diversity and Inclusion

Markstein recognizes that AI systems can reflect and amplify existing biases. We actively review AI-assisted outputs to ensure they align with our values of diversity, equity, and inclusion, and that they represent a broad range of perspectives and experiences.

Our Commitment to Client Confidentiality

Protecting client confidentiality is non-negotiable. Markstein will never input sensitive or confidential client information into generative AI tools or platforms. This includes, but is not limited to:

• Confidential business plans
• Proprietary research or data
• Internal client communications
• Employee or personnel information

Team members are expected to use AI tools responsibly and in compliance with client agreements and data protection standards.

Ongoing Review and Responsibility

AI technology is evolving rapidly. Markstein is committed to regularly reviewing and updating these guidelines to reflect changes in technology, legal considerations, and best practices.

All AI-assisted work remains the responsibility of Markstein and its team members. Human oversight, accountability, and professional judgment are required at every stage before deliverables reach a client.

Last updated: 1/5/25