RE: Human Clause

While Generative AI helps offload parts of the creative process, the main concern is not about us being replaced, but how it is being used. In the advertising industry, pressure to deliver work faster and cheaper, especially within large organisations, has led to a loss of perceived care, authorship, and responsibility. As a result, creative output is increasingly seen as generic or emotionally flat, weakening trust in the work.

RE: Human Clause responds with a policy-led, design-driven campaign that speaks directly to C-suite leaders through familiar corporate formats and executive communication cues. The campaign reframes responsible creative practice as a leadership obligation, while the policy clarifies expectations around authorship, defines when and how tools should be supported, and introduces accountability through a visible organisational commitment—positioning ethical creative practice, made visible through transparency and accountability, as a marker of organisational credibility and long-term trust.