Our Ethical Policy

1. Our Commitment to Responsible AI

At Want SEO, we use generative artificial intelligence (GenAI) to support creativity, efficiency, and insight in our marketing work. We believe AI should enhance human expertise, not replace it.

Our commitment is to use AI responsibly, transparently, and securely, while protecting the privacy, trust, and interests of our clients, their audiences, and wider society.

2. Guiding Ethical Principles

Fairness

We aim to ensure AI-assisted work is inclusive, proportionate, and free from avoidable bias. All AI outputs are reviewed by humans to reduce the risk of discriminatory, misleading, or unbalanced outcomes, including biased targeting or messaging.

Transparency

We are open about when and how AI tools are used. Clients may request clarity on which parts of a project were supported by AI, such as content drafts, research summaries, or keyword analysis.
All final deliverables are reviewed, edited, and approved by a human specialist before use.

Accountability

Every AI-supported output has a clearly accountable human owner. Want SEO takes full responsibility for the accuracy, tone, compliance, and quality of all work delivered to clients, regardless of whether AI tools were used.

3. Data Privacy and Security

We apply strict data-protection standards to all AI use.

• Confidential or client-identifiable data is not entered into public or consumer AI tools.
• Where AI platforms are used, we favour enterprise or business-grade services with contractual safeguards.
• Data shared with AI tools is minimised, anonymised, or aggregated wherever possible.
• We follow UK GDPR principles, including purpose limitation, data minimisation, and security.
• Data Protection Impact Assessments (DPIAs) are carried out for higher-risk or data-rich use cases.

AI tools are never permitted to independently store, reuse, or train on client data without explicit contractual assurance.

4. Legal and Regulatory Alignment

Our use of AI aligns with applicable UK legal and regulatory expectations, including:

• UK GDPR and the Data Protection Act 2018
• ICO guidance on AI and data protection
• UK government principles for responsible and secure AI
• Competition and consumer protection expectations relating to AI-generated content

We also monitor international developments, including EU-based AI regulation, where relevant to client work.

5. Responsible Use of Foundation Models and LLMs

Where large language models (LLMs) or foundation models are used:

• They are treated as assistive tools, not authoritative sources
• Outputs are never relied upon without human validation
• AI-generated content is checked for factual accuracy, originality, and appropriateness
• We do not knowingly allow client data or proprietary materials to be used to train public or general-purpose AI models

6. Environmental Considerations

We recognise that AI systems can be energy-intensive. To reduce unnecessary environmental impact, we:

• Use AI purposefully and avoid excessive or speculative processing
• Optimise prompts and workflows to reduce redundant computation
• Prefer providers that publish sustainability or efficiency commitments
• Balance AI use alongside broader digital sustainability practices within our business

We avoid making environmental claims about AI use unless they can be reasonably supported.

7. Human Oversight and Quality Assurance

All AI-assisted outputs are subject to human review before use.

This includes:

• Fact-checking and editorial review of AI-generated text
• Verification of AI-derived insights against trusted analytics and SEO tools
• Security review of any AI-assisted code, automation, or scripts
• Editorial and strategic judgement remaining with human specialists

AI is never used to bypass professional judgement or responsibility.

8. Bias, Accuracy, and Misinformation Controls

We actively work to reduce the risk of bias, hallucination, or misinformation by:

• Testing and refining prompts
• Cross-checking outputs against reliable data sources
• Discarding outputs that are misleading, unverifiable, or inappropriate
• Training staff to recognise AI limitations and failure modes

Where AI errors are identified, they are corrected promptly or removed from use.

9. Training and Continuous Improvement

We maintain internal AI standards and operating procedures that are reviewed regularly.
All team members involved in AI-assisted work receive ongoing guidance covering:

• Ethical and responsible AI use
• Data protection and confidentiality
• Quality control and verification
• Appropriate prompt design and review practices

10. Governance and Contact

Oversight of responsible AI use sits with a designated AI Governance Lead, who is responsible for compliance, risk awareness, and policy adherence across client work.

Questions about our AI practices can be directed to: hello@wantseo.co.uk
Want SEO, Unit 20 Port Talbot Business Units, Addison Road, Port Talbot, SA12 6HZ

11. Review Cycle

This policy is reviewed at least every six months, or sooner where there are significant regulatory, technological, or operational changes. Updates are published on our website and communicated internally.

Summary

At Want SEO, we treat AI as a support tool, not a shortcut. Our approach combines innovation with accountability, ensuring AI-assisted work remains accurate, fair, transparent, and firmly human-led.