Last Updated: April 24, 2026
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 manner. As we do this, we believe it is essential to express our Agency Point of View (POV) to set clear expectations for our team members, partners and clients.
Overall, JPL believes AI technology can help our team of professionals personalize experiences, automate repetitive tasks and boost creativity and innovation to drive better results for our clients. At the same time, we recognize that AI introduces risks and limitations that require thoughtful oversight. We seek to use AI to scale the impact of our talent and our work while continuing to invest in the growth and development of our people.
We recognize that AI technology is rapidly evolving, and we regularly review and update this POV to reflect changes in technology, regulation and client expectations.
JPL’s Use of Generative AI Tools
- We protect clients’ confidential information when using AI technology. We input client data only into those AI tools that are contractually required to protect data security and confidentiality and that do not use such data to train or improve their underlying models.
- As part of our work, we collect and analyze data to optimize marketing and communications performance. We use aggregated and anonymized data to enhance insights, improve strategies and refine our approach over time, without exposing client-specific or personally identifiable information.
- When real data is sensitive or unavailable, we may use synthetic or simulated data to prototype and test solutions. We validate insights from synthetic data, making sure they are relevant before applying them to client work.
- We always comply with client agreements, policies and directives in using AI technology, and will work with clients to clarify expectations where guidance is evolving or undefined, while maintaining JPL’s responsible use standards.
- We are transparent about our use of AI technology with teammates, clients and partners when it meaningfully contributes to the product we create. We require vendors and partners to disclose their use of AI and to adhere to JPL’s documented responsible use standards.
- We frequently use AI technology for research, concepting and communicating ideas to client stakeholders, particularly in early-stage exploration. We recognize these outputs may be incomplete and require human validation before we include them in final deliverables.
- We always review AI-generated content and apply human professional judgment, editing and refinement before it is included in a final work product. If a client requests or authorizes use of AI-generated content with limited modification, we will discuss intellectual property and ownership implications and ensure agreement before moving forward.
- Because AI outputs may produce confident but incorrect information, omissions or bias, we validate AI-generated content to ensure it is factually accurate and aligned with client messaging, brand standards and goals.
- When employing AI-assisted coding, our developers review, test and validate the code to ensure quality, security and compliance with project and client requirements.
- When using AI tools, we craft prompts and review outputs to promote balanced and representative results. We deliberately look for and correct any representation, bias or discrimination issues that may be embedded in what has been generated.
- We do not use AI to create deceptive or misleading content, including deepfakes or synthetic media that misrepresents individuals, organizations or events.
- When providing access to AI technology through the products we build, we use systems that meet our standards for security, reliability and compliance. We design these experiences to include appropriate human review, transparency and user control.
- We evaluate and monitor the AI tools we adopt with a cross-disciplinary team to ensure alignment with our standards for 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 and expect its consistent application in our work, aligned with this POV and relevant internal and industry standards.
- We continuously monitor the use of AI technology and evaluate its impact on our work and the marketing, communications and advertising industry. We refine our policies and practices to ensure that our use of AI technology is ethical, transparent and aligned with JPL values.
As a leading integrated marketing agency, JPL understands the power of language, images and video to educate, influence and effect change. We are committed to respecting this power by responsibly and ethically using AI technology—applying human judgment and accountability—to help our clients achieve effective results and build trust with their audiences.
