In the spirit of the straight-talking, jargon-free approach we cherish at ELE, here’s our stance on AI…

AI is one of the tools we work with. It’s not a gimmick, it’s not a shortcut, and it’s not the answer to everything. Some pieces of work benefit from it. Some don’t. Knowing the difference is part of the job.

When AI does add value, it tends to do so by what it frees our people up to do. Our experts are paid for their judgement, their sector knowledge and their strategic thinking. They aren’t paid to spend their time on admin. Where AI can take a meaningful share of the routine work, the hours you’re paying for go on the work that actually needs an expert. That’s the test we hold every AI use against: does it help us deliver what you came to us for better? If the answer’s no, we don’t use it.

When we do use AI, the principles that follow apply, on every piece of work, for every client, every time.

What we use AI for

When we do reach for AI, it’s usually to help us draft, summarise, transcribe, research or edit. It works alongside our team, not instead of them. The thinking, the judgement, and the responsibility for what reaches you stay with us.

The kinds of task where we might use AI:

  • Draft and edit content (submissions, websites, reports, messaging work)
  • Summarise long documents so we can get to the substance faster
  • Transcribe calls (with everyone’s consent) so our consultants can listen properly rather than scribble
  • Benchmark website content against competitors and the latest search behaviour
  • Brainstorm angles, headlines and structures we then make our own
  • Spot grammar slips and improve clarity in our final drafts

The tools we’ve chosen

We’re deliberate about which tools we use. Right now, that’s:

  • Claude(Anthropic), via our Teams subscription. Our primary tool for client deliverables. Chosen for its handling of confidentiality, its quality, and its alignment with how we like to work.
  • Gemini, through our Google Workspace. For day-to-day support, general queries, and lighter admin work.
  • Sembly. For recording and transcribing calls, always with consent.
  • Frase. For website content benchmarking and SEO research.
  • Ranking Copilot. Available for some directories work, with our preferred AI provider set to Anthropic.

If a client tells us their data must stay in the EU, we use Gemini in place of Claude for that work, with the client’s written permission. Nothing else is permitted as a substitute.

What we promise

  • Our team leads, AI assists. Every piece of AI-assisted work is materially edited by a human before it reaches you. If a draft has leaned too hard on AI, we send it back, we don’t quietly fix it.
  • Your confidentiality is protected. We only put client material into the tools we’ve vetted for that purpose. Personal AI accounts and free apps are off-limits for client work.
  • We tell you when AI has played a meaningful role. No smoke, no mirrors. If AI has shaped something you’d want to know about, you’ll know about it.
  • We check the facts. AI tools fabricate. We don’t take their word for anything specific without verifying it.
  • We don’t use AI to make decisions about people. Hiring, performance, pay, complaints. Those are human decisions, made by humans, on the evidence.

The EU AI Act, and why it matters to us

From February 2025, the EU AI Act requires every organisation using AI to make sure its people have sufficient AI literacy for the tools they use and the work they do. We meet that requirement, and we go further than the floor it sets.

Our team is trained on each tool they use, with the depth calibrated to the role. We have an internal AI Lead who acts as on-the-ground mentor and support. AI competency is reviewed quarterly as part of every team member’s review cycle. New joiners are briefed on our AI policy as part of onboarding. This is documented in our internal AI Use Policy and our AI Literacy Statement, both of which we’re happy to share with clients on request.

Keeping this current

AI moves fast. We review this stance, our internal policy, and our literacy work at least once a year, and any time the tools or the rules around them change materially. We’re members of the Legal Marketing Association, the PM Forum, the Marketing AI Institute and AI for Non-Techies, all of which help us stay close to how AI is being used responsibly in our sector.

If you’ve got a question or a concern

If something about our use of AI on your work doesn’t feel right, or you’d like to know more about how we handle a particular tool, contact Helen directly at helen@ele.team. We’d rather hear it from you than miss it.

Our details

Our full legal name is ELE Global Limited. We are registered in England and Wales under registration number 11886726, and our registered office is at 7 Bell Yard, London, WC2A 2JR. Our principal place of business is at 56 New Street, Rothes AB387BJ. You can contact us:

(a) by post, to the postal address given above;

(b) using our website contact form at www.ele.rocks;

(c) by telephone, on 07946253724; or

(d) by email, to contact@ele.team

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