Premise

Game If You Are celebrates the irreplicable value of human-led games marketing.

At the same time, GIYA recognises that generative AI is here to stay and that it can be increasingly beneficial in our work.

The use of generative AI and LLMs is steeped in controversy, and both ethical and practical considerations. GIYA seeks to take a balanced view on AI usage while remaining steadfast in its commitment to minimising harm.

Core Policy

GIYA will only use generative AI where ALL of the following apply:

1. No public-facing materials will be generated in whole or in part by AI
   
   
2. The purpose of AI use goes beyond mere efficiency and adds material value to the project or client
   
   
3. Either:
   1. AI is being used only in place of a traditional search engine in order to more easily surface publicly available information that may otherwise be missed; or

       

   2. It would not be reasonably commercially practicable to deliver the item of work without the use of AI

       

4. Overall, the benefits and advantages of using the AI outweigh the risks and disadvantages

Disclosure

GIYA will always include a clear disclosure where AI has been utilised in the production of work for a client. The disclosure will briefly describe how AI has been used and link to a public copy of this AI policy.

Environmental Impact

While individual AI usage has a relatively low carbon footprint, GIYA recognises the extent of the cumulative environmental impact caused by the rapid rise of AI.

GIYA will, at the earliest commercially practicable opportunity, establish a carbon offsetting scheme to offset its environmental impact across all of its work, not just its use of AI.

Economic Impact

GIYA recognises that the introduction of advanced technologies will have a material impact on the economy and on individual jobs, and that with increasing automation, the availability of work, particularly for vocational workers or workers early in their career, is likely to be adversely impacted. GIYA also recognises the particular potential to impact the job security and availability to workers in the creative and data analysis sectors.

GIYA will never utilise AI to undertake work that it would have the realistic means to pay a human to undertake.

GIYA will never consider replacing a job role, whether in whole or in part, with AI-driven automated systems.

Human Input

All use of generative AI at GIYA is subject to strict protocols regarding human input.

1. AI should never be used to generate creative or written content except where expressly agreed between all stakeholders and in line with our overall policy.

    

2. AI should never be used to propose research questions or hypotheses.

    

3. AI should never be used to generate conclusions.

    

4. To the fullest possible extent, analytical work should be carried out by a human, although GIYA recognises that AI models may sometimes be uniquely suited to analysing certain types of data set.

    

5. All output of any kind generated by AI should be checked for accuracy by the employee responsible for the work to the fullest extent reasonably possible.

    

6. Where there is a reasonable doubt as to the veracity of information sourced through AI, this should be clearly disclosed in any resultant document or report.

Client Input

Clients will always have the right to request that no AI tools are utilised whatsoever in delivery of their services.

In such circumstances, GIYA will respect these wishes to the fullest extent possible.

In the event that GIYA believes this may have a material negative impact on the services we are able to deliver, GIYA will clearly disclose this and seek to agree a way forward with the client in good faith.

Data Protection, Privacy and IP Considerations

GIYA recognises that AI models are routinely trained on data which the companies operating them may not have the appropriate rights or licenses to use. GIYA also recognises the potential data protection and privacy risks inherent in feeding large volumes of data into third-party tools.

While GIYA may not have a realistic means of preventing these harms, GIYA remains committed to its own data protection, privacy and IP policies and in continually evaluating whether it can do more to avert relevant harms associated with its AI usage – including a commitment to regularly reviewing available AI systems in order to select the most ethical possible models that suit our needs.