Artificial Intelligence Code of Ethics

JMA’s working AI Code of Ethics sets the intended guardrails for responsible use of artificial intelligence in strategic, marketing, creative, technology and operational work. It is a governance draft that requires operational and legal approval before it is relied upon as a formal policy.

DRAFT — QUALIFIED LEGAL REVIEW REQUIRED

Governance draft

This page is a working publication draft informed by public privacy, website-governance and responsible-AI references. It is not legal advice and must be reviewed by qualified counsel before JMA relies on or publishes it as a binding policy.

Human accountability

AI may support work; it does not replace accountable human judgement. JMA retains responsibility for its professional recommendations, approvals and client-facing decisions.

Purpose and proportionality

AI use should serve a legitimate commercial or operational purpose and should be proportionate to the context, sensitivity and likely impact of the activity.

Client information and consent

JMA should not submit client-confidential, personal, sensitive or regulated information to AI tools unless the intended use, permissions, safeguards and contractual position are understood and approved.

Fairness and safety

JMA should identify material risks of bias, discrimination, harmful stereotyping, unsafe output or inappropriate automation and apply review or escalation where those risks matter.

Transparency and provenance

Where AI materially shapes a client deliverable or decision, the appropriate internal and client-facing disclosure, review and source-checking approach should be agreed for the engagement.

Security and continuous review

JMA should assess approved tools, access controls, data handling, vendor conditions and changing risks over time. Concerns can be escalated through the approved JMA governance route once confirmed.

Before public legal reliance

JMA must verify its legal entity, contact records, jurisdiction, processing roles, consent and cookie configuration, retention rules, vendor arrangements and approved escalation routes. Start an approved governance review.