We think carefully about where AI adds real value and where human judgement has to lead.

• Purposeful use: We use AI to speed up tasks and workflow, not to take shortcuts on quality.
• Human oversight: Every output is reviewed, refined and signed off by our team before it reaches a client. We never just cut and paste.

We stay in control of the work, whatever tools we use.

• Quality first: AI helps us get to a strong starting point faster, but the craft, accuracy and care come from our people.
• Compliance: We follow all relevant laws and regulations on data protection, intellectual property and AI use, meeting or exceeding what is required of us.

We set high standards for how we use AI and how we build it into what we deliver.

• Better outcomes: We use AI to free up time for the thinking, problem-solving and creativity that make a real difference.
• Client products: Where it is the right fit, we integrate AI into client products and platforms, designed and built to solve a genuine need rather than to follow a trend.

We keep pace with a fast-moving field so our clients benefit from it safely.

• Continuous learning: We test new tools and techniques, and adopt the ones that genuinely improve our work.
• Responsible adoption: We weigh up the risks as well as the rewards, so the AI we use today supports good work tomorrow.

We are open about how and where we use AI.

• Transparency: We tell clients when and how AI has been part of their work, and what that means for them.
• Accountability: We take full responsibility for everything we deliver, regardless of the tools behind it.

To uphold these commitments, Untapped will:

1. Keep humans in the loop
   • Use AI to assist, draft and accelerate, never to produce finished work without review.
   • Make sure a person owns, checks and stands behind every deliverable.
2. Protect data and privacy
   • Be careful about what information goes into AI tools, and never share confidential client data without the right safeguards in place.
   • Use tools and settings that respect data protection requirements.
3. Use AI to improve workflow
   • Apply AI to repetitive and time-consuming tasks so our team can focus on strategy, design and engineering.
   • Build internal tools and processes that make our work faster without dropping quality.
4. Build AI into client products responsibly
   • Integrate AI into client products only where it solves a real problem and improves the experience.
   • Design these features with accuracy, safety and the end user in mind.
5. Support our team
   • Give our people the training and guidance they need to use AI well and responsibly.
   • Encourage the team to share what works, what does not, and how we can keep improving.

All Untapped employees are responsible for upholding this policy. Leadership will make sure the right tools, guidance and resources are in place to use AI effectively and responsibly.This policy will be reviewed annually, and as the technology evolves, to make sure it stays relevant and reflects how we work.

By aligning our use of AI with our core values, Untapped is committed to getting the best of both worlds. Through considered use, resilience in our standards, ambitious goals, a future-focused outlook and straight-talking communication, we deliver work that is faster, smarter and still unmistakably ours. AI assisted, not AI produced. Efficiency meets experience.

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