Last Updated: February 19th, 2025
JPL’s Use of Generative AI Tools
JPL takes pride in embracing new technology and living our brand line, Relentless Evolution. With the rapid growth of generative AI technology, we seek to harness the value for our clients and our agency in a responsible and ethical way. As we do this, we believe it is essential to express our Agency Point-of-View (POV) so that we can set expectations with our team members and our clients.
JPL believes AI technology can help our team of professionals personalize experiences, automate repetitive tasks and boost creativity and innovation with the purpose of driving better results for our clients and ourselves. We seek to use AI to scale the impact of our talent while advancing career opportunities for our people.
We recognize that AI technology is rapidly developing, and we frequently review this POV and publish updates as needed.
JPL’s Use of Generative AI Tools:
- We protect client confidential information when using AI technology. JPL will only input client data into artificial intelligence tools that are configured to keep that data secure, confidential, and protected from being used to train or improve the underlying AI models.
- We will always comply with client agreements, policies, and directives in using AI technology.
- We are transparent and disclose our use of AI technology to our teammates, clients and partners as it relates to the work product we are creating for them. We require vendors and partners to disclose any use of AI in work we do together.
- We will frequently use AI technology for research and to help with concepting and communicating ideas to client stakeholders.
- We will always review AI generated content. We will modify and edit any substantial AI generated content before it is included in a final work product. If a client requests or authorizes use of AI generated content that is not substantially modified or edited by our team, we will discuss potential copyright ownership implications and ensure agreement before moving forward.
- We will always take the time to ensure AI generated content is factually accurate and aligns with the desired messaging, brand standards and goals of the client.
- When using AI, we craft prompts and inputs to encourage balanced, representative, and unbiased outputs. We deliberately look for, get input on, and correct any representation, bias or discrimination issues that may be embedded in what has been generated.
- When providing access to AI technology through the products we build, we will only use reputable systems and provide the ability for a person to review the AI generated content and enable and disable the AI technology.
- We carefully evaluate the AI tools that we adopt with a cross-disciplinary team to ensure legal compliance, risk mitigation, environmental impact, intellectual property controls, data security, and avoidance of bias.
- We provide ongoing education and training for our employees on the responsible use of AI technology, including this POV and other internal and industry ethical standards.
- Recognizing the energy demands of modern AI technologies, we are committed to minimizing our environmental impact while continuing to deliver value to our clients. To achieve this, we focus on using AI models appropriately sized for specific tasks, seeking out companies and data centers that value sustainability, and scheduling resource-intensive processes during off-peak hours whenever possible. We also monitor advancements in energy-efficient AI technologies and are prepared to integrate these innovations as they become available and are compliant with our standards.
- We will continuously monitor the use of AI technology and evaluate its impact on our work and the industry. We will adapt our policies and practices as needed to ensure that our use of AI technology is ethical, transparent and aligned with our values and the JPL experience.
As a leading integrated marketing agency, JPL understands the power of language, images and video to educate, influence and affect change. We are committed to respecting this power by responsibly and ethically using AI as we help our clients achieve results.
