__At our recent AI & Ethics breakfast event (with the Financial Services Forum) we explored how responsible brand guardians can enable AI to revolutionise marketing, without compromising ethical principles.__

With over 100bn users now using ChatGPT weekly, the breakfast event, held at JM Finn, discussed how AI can revolutionise marketing without compromising ethical principles.
Thanks to our expert panel for their invaluable professional perspective:

- David Copping, Partner, Farrer & Co.
- Nuno Godinho, Group CEO, Industrial Thought Ltd.
- Derek Yates, Associate Professor and Head of Creative Lab, Ravensbourne University London.
- Crispin Heath, Head of Digital, Teamspirit.

The UK is keen to take a pro innovation stance[1] and the City of London Corporation’s report, AI Accelerating Innovation, shows that the City is already harnessing this technology in positive and ambitious ways[2]. 90% of banks have already dedicated resources to generative AI initiatives with the goal of providing better customer experiences, improving risk management and creating innovative products[3].

The panel started by talking about the positive possibilities that AI is creating, particularly its ability to create more personalised recommendations and communications. And reducing volumes of repetitive work. Derek Yates, Head of Creative Lab, Ravensbourne University, highlighted its ability to create inclusion with the shift from making by hand, to thinking and visualising.

We then delved into one of the criticisms, the AI data bias which is undetectable to most people. Latest research in Scientific American suggests human users may unconsciously absorb these automated biases[4].

Nuno Godinho, Group CEO, Industrial Thought Ltd explained that the bias will exist and be reinforced if you let AI exclusively use existing and undirected sources, and shared examples of just how quickly bias is revealed when AI is left undirected. ‘Prompt Engineers’, individuals who set the direction for what is being sought by AI, will become a vital future role. Businesses, therefore, need to be vigilant in not creating a new bias by programming AI to only reflect their current business. Nuno went as far as forewarning about the risk of FS businesses using the same AI tools, which could lead to in inadvertent market manipulation in supporting similar stock picks.

Next the issue of how brands can ensure content authenticity and protection was explored. According to Gartner’s CMO Priorities report 2024, 55% of brand reputation leaders are concerned about risks associated with GenAI. Crispin Heath, Head of Digital, Teamspirit talked about the increasing ability to create brand content which is already turbo charging social content. AI output is often more vanilla and risks brand dilution which is why he advocates less output of better quality as the overriding objective.  

The conversation then moved to IP and defining the lines of ownership when using AI for creation. David Copping, Partner, Farrer & Co, outlined the UK’s existing framework around copyright and ownership which the regulator continues to promote. For David, transparency is critical and encourages companies to have an agreed approach to AI and to maintain a record of the prompts employed to direct their AI outputs. Ultimately the panel discussed how, similar to the music industry, the market will mature towards immutable tokenisation that will help to provide clarity around ownership.

The panel concluded by providing their top three tips for successfully integrating AI into future marketing strategies. Becoming familiar with the tool that AI provides is critical as the better the prompts the better the results.  Key is remembering that it is a tool not an end product in its own right. It provides possibilities that have the potential to allow greater inclusion, when used responsibly.

Join us in September where we will be discussing the latest usage cases as AI’s deployment matures.

---

## Sources:

1. UK Gov pro innovation stance March 2023, and interim report [here](https://publications.parliament.uk/pa/cm5803/cmselect/cmsctech/1769/summary.html)
2. [https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation](https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation)
3. [https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation](https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation)
4. [https://www.scientificamerican.com/article/humans-absorb-bias-from-ai-and-keep-it-after-they-stop-using-the-algorithm/](https://www.scientificamerican.com/article/humans-absorb-bias-from-ai-and-keep-it-after-they-stop-using-the-algorithm/)

While AI is helping rethink the accepted rules of marketing creation and production, it presents an ethical minefield that embraces inclusion, privacy, consent, trust and accountability. 

AI & Ethics: Revolutionising marketing without compromising ethical principles 

Over the last few weeks our PR team took to the streets of London, hundreds of mini jars of honey in hand, to visit journalists at the national, consumer and trade titles we speak to every day.

A desk drop used to be a classic PR technique. Pre-pandemic, a press release would accompany a gift that would land on journalists desks for them to cover on that day (ideally) with an electronic version arriving in their inbox at the same time. In spring 2020 we hand-delivered hundreds of money plants to the business and money desks across the capital, to celebrate our 25th birthday and remind them that we’re here to help money stories grow. Unfortunately, Covid hit a few days later - some journalists managed to take their plants home or keep them alive over their visits to the office, but many were lost. In a silver lining, a journalist wrote a short story based on the idea, which won her awards for fiction! 

Then the pandemic killed the desk drop - hundreds of journalists working at home aren’t quite so easy to reach in one fail swoop. 

But with journalists now back in the office, for at least a few days a week, it’s firmly time for the resurrection of the art form. I think it’s a great way to keep yourselves, and what you stand for, on journalists’ radars - and for those you haven’t met yet, to begin to build relationships with them. 

While we tucked into pizza on Budget Day, we spotted that Asda’s PR team had sent the money and politics desks at the nationals a hamper full of snacks to keep the journalists fuelled on one of their busiest days of the year. Smart, timely, and relevant. 

We chose to send journalists a pot of honey and a personalised honey twizzler. Not the first thing you might expect from a financial services PR agency. But, in ancient times, honey really was money. It was used to pay taxes and barter in shops. And today, it still is. Pollinators, like honey bees, contribute a huge $22bn to the European agricultural industry per year - not just in the honey they produce, but the crops they fertilise which grows the food we eat. 

While we don’t confess to be experts in hives and honey, we do pride ourselves in being experts in finding different ways to tell a story. Hence the honey desk drop. All with the plus side that our honey comes handmade straight from a Teamspiriter’s hive in the Sussex countryside.

And we decided to hand deliver the honey because it’s critical for us to be out and about, meeting journalists face-to-face - media excellence requires personal relationships. And it was great fun for the whole team, embracing the March showers and negotiations with receptionists across the city. 

And so far, it’s received rave reviews.

“Thanks so much – it’s really "sweet" and kind of you all!” 

“The honey pots are so cute and the little TS honey dippers were incredible. A happy team!”

“My colleagues who have tried the honey say it is delicious so thanks very much."

![Creating a buzz - Content](//images.ctfassets.net/sxw14dxmazhg/5HD1pZTPcdo9EDX2LLXg5s/249540907a60d1fbe5d5b3d1f6066534/Creating_a_buzz.jpg)

Over the last few weeks our PR team took to the streets of London to deliver some sweet desk drops to journalists. Read more about the art of the desk drop here:

Buzzing around London

## Breakfast Event

### __Thursday 21 March 2024__

__8.45am Registration, 9-10am Panel Discussion__
__Venue: JM Finn, 25 Copthall Avenue, London EC2R 7AH__

### Can AI revolutionise marketing without compromising ethical principles?

As AI is increasingly integrated into marketing, what are the ethical considerations marketers need to consider to ensure its responsible and equitable use?

With many favouring a pro innovation stance, the reality is nuanced, with social issues ranging from data set bias and consent, to increased carbon footprints through limitless content creation. So, what do marketers need to be aware of as they seek to maximise AI’s potential in future strategies?

Join our panel as they discuss the latest creative, legal, and moral considerations for AI usage in marketing.

__[SIGN ME UP NOW](mailto:hello@teamspirit.co.uk?subject=FSF%20Breakfast%20Event:%2021st%20March%202024)__

### Speakers

![EventPanel](//images.ctfassets.net/sxw14dxmazhg/6qalIopTIWqUOHqMWvr2aB/ed8aa29c42ba3cf1e2acf8adf121c00c/EventPanel.png)

As AI is increasingly integrated into marketing, what are the ethical considerations marketers need to consider? Join our panel as they discuss the latest creative, legal, and moral considerations for AI usage in marketing.

FinTech Breakfast Event: Can AI revolutionise marketing without compromising ethical principles?

We’re excited to reveal that the winner of our 2023 Pro Bono “For The Better Award” is... [Lurgan Credit Union](https://www.lurgancu.com/).   

Each year we partner with an organisation and donate £15,000 of our time to aid their growth.  

Run in partnership with the Finance Innovation Lab, our award supports organisations that are helping to change the world of finance for the better, putting people and/or planet at the heart of their business model. This year we were specifically looking for organisations tackling financial exclusion during the cost-of-living crisis and received a number of high-quality entries from credit unions, building societies and ethical banks that are delivering life-changing work across the UK.   

Entering a landmark 60th year, Lurgan Credit Union’s mission is to make a positive difference to lives of the people it serves in Northern Ireland. A lifetime partner to its members, it provides access to responsible credit and savings, equips members with tools to build financial literacy and contributes to the financial wellbeing and resilience of the wider community.   

__Lauren Johnstone, Digital Services Officer, Lurgan Credit Union commented: __

### *“Every day we put the needs of our members and our local communities first, helping people access and get the financial support they need. But there is so much that we can do. The cost-of-living crisis has, and continues, to put huge pressure on people’s finances in Northen Ireland and really difficult decisions are being made each day. For many, it really is a decision between food on the table or the heating going on.*

### *“As we enter a landmark year, we want to help more people with the immediate challenges they face, but also equip them for the future. We’re so pleased to be working with Teamspirit to achieve this and I can’t wait to see what we can do in the coming months.”*

We’re looking forward to meeting the team at Lurgan CU and working closely with them to deliver against the remit over the coming months.  

__Montserrat Tojeiro, Managing Director, Teamspirit said: __

### *“Lurgan Credit Union has for a long time been creating a more equitable financial environment for people in Northern Ireland, and its work is truly inspiring. From the support it provides to its members at different life stages, to the local schools initiative, which gives young people the tools they need to manage their money through life. Its work aligns closely with our mission to transform the world of financial services for the better. This is why we are so delighted to announce Lurgan Credit Union as our pro bono partner for 2023 and we can’t wait to start work.”  * 

You can read more about our For The Better Award and the work we’ve done in previous years in the pages below: 

[https://www.teamspirit.co.uk/for-the-better](https://www.teamspirit.co.uk/for-the-better)

[https://www.teamspirit.co.uk/news-insights/pro-bono-team](https://www.teamspirit.co.uk/news-insights/pro-bono-team)

[https://www.teamspirit.co.uk/news-insights/for-the-better-2022-now-open-for-entries](https://www.teamspirit.co.uk/news-insights/for-the-better-2022-now-open-for-entries)

We are thrilled to meet the winners of our pro bono "For The Better" award – Lurgan CU and are excited to join their mission to make finance accessible for everyone! Find out more about our new partnership. 

Proud to announce our new pro bono partnership with Lurgan Credit Union

In our best year ever at the MarComs we recently carried off no less than seven awards for creative and branding work for clients. Three Platinum and Four Gold.

The MarComs are long-established creative awards that recognise the best in marketing and communication worldwide.  Great to win one, so seven was a fantastic and hard-won achievement.

For M&G Wealth we won two Golds, one for our creative approach to trade advertising and the second for digital display advertising

For Shawbrook Bank, we were awarded Gold for our integrated b2c campaign that gave UK savings ‘a kick up the AERs’.  Our design and branding work for specialist international insurer NorthStandard also carried off Gold.

We won Platinum for the ABI/PLSA, for our multi-award winning pensions engagement campaign ‘Pay Your Pension Some Attention’ which featured grime rapper and TV chef Big Zuu.

Our rebranding of Smart Money People also hit the heights and won Platinum.  As did our design and branding work for digital communications platform, Orbyt.

Big shout out to our clients for collaborating closely with us and enabling us to create distinctive work that has led to better outcomes for their businesses.

In our best year ever at the MarComs we recently carried off no less than seven awards for creative and branding work for clients. Three Platinum and Four Gold!

We win seven at the international MarCom awards

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Proud to announce our new pro bono partnership with Lurgan Credit Union