How we use Artificial Intelligence

Last reviewed: 4 August 2026

Where it is useful and practical, The Big Ideas Collective uses artificial intelligence (AI) in elements of creative, development and production processes.

"AI is about amplifying human potential, not replacing it."

Fei-Fei Li, Stanford Professor.

Here we tell you where we use it, how far it goes, and who is answerable for what we produce. Working transparently is important to us, and you can of course request that no AI is used in any element of our work with you, and that’s great - we’ll do just that.

Where we use AI

Written content

We may use AI tools to research, transcribe, translate, draft and edit text. This covers articles and pages on this site, client copy, proposals and reports.

That said, no content is published or delivered without a person reading it first. Highly experienced copywriters and editors, a member of our team checks the facts, rewrites, edits, and decides whether it is it for purpose. Ned Hoste and Jacky Fitt hold editorial responsibility for everything published on thebigideascollective.com.

Client work

Some of our client services use AI to operate. BIG Intelligence website audits use AI tools to collect and analyse data about a site's speed, search visibility, structured data and link profile. Search, content and publishing work uses AI for research and first drafts.

Every deliverable is checked by one of our team before a client sees it. If you want to know which parts of a piece of work involved AI, ask us and we will tell you.

Where we do not use AI

We do not run a chatbot, AI agent or avatar on this website. When you send us a message or pick up the phone, you are dealing with a person.

We do not use emotion recognition or biometric categorisation systems of any kind.

We do not produce deepfakes. We do not publish AI-generated or AI-altered images, audio or video that could be mistaken for a real person, place, object or event.

What human review means here

A person with the relevant knowledge reads the substance of the text and takes responsibility for it. That means checking claims against sources; correcting anything wrong, and rejecting anything that does not stand up. A spellcheck or a quick skim does not count. While humans are fallible, so are AI engines – we always aim to produce the highest quality output we can, and that begins and ends with humans, not algorithms.

The rules we are working within

The EU AI Act (Regulation (EU) 2024/1689) sets transparency rules for AI systems. Article 50 of that Act applies from 2 August 2026. It says two things. People must be told when they are dealing with an AI system. And certain AI-generated content must be labelled, so readers can tell what they are looking at.

We are a UK company. These rules reach us when the output of an AI system we use is used inside the EU. That happens whenever we work for EU clients or publish to EU readers. Rather than run two standards, we apply this one everywhere.

Under the Act we are a deployer of AI, not a provider. We use tools built and sold by other companies. We do not build, badge or sell AI systems of our own.

Article 50(4) covers AI-generated text published to inform the public on matters of public interest. Such text must be labelled, unless it has been through human review or editorial control and a named person holds editorial responsibility for it. Our process meets that exemption. Where a label helps you judge what you are reading, we add one anyway.

Labels you may see

Where we label AI involvement, the wording is one of these:

  • Researched and drafted with AI assistance. Reviewed, rewritten, edited and fact-checked by [name].
  • This image was generated using AI.
  • Parts of this analysis were produced using AI tools. Findings were reviewed by [name].

Your data and your clients' data

We do not put confidential client material into public AI tools. Where a project involves sensitive information, we agree in writing beforehand which tools may be used and on what terms.

Keeping things current

AI tools change quickly and so do the rules. We aim to review our practice regularly, if this changes we will update this page. This version was reviewed on 4 August 2026.

Questions

If anything here is unclear, or you want to know how AI was used in a specific piece of work, email hello@thebigideascollective.com.

Check the Sources

Everything on this page is checked against the primary EU material below. Links were live on 4 August 2026.