AI Ethical Guidelines

Our principles in practice

Six principles guide responsible AI across our products and consultancy services.

1. 01 Safety and security

   We test and evaluate AI systems to understand risks and improve reliability. Regular evaluations help our solutions work as intended, operate securely and remain resilient against misuse.

2. 02 Privacy and individual rights

   We protect privacy and individual rights through responsible data practices. We work to ensure data is collected, used and retained lawfully and securely, applying privacy-enhancing technologies where they help reduce risk.

3. 03 Responsible deployment

   We consider how AI may affect people before it is deployed. Our approach addresses risks such as fraud, unintended bias, discrimination and privacy harms, with particular care where decisions significantly affect people’s lives.

4. 04 People and fairness

   We seek to use AI in ways that support people, respect rights and expand access to its benefits. We consider the impact on work, wellbeing and safety, and seek perspectives that help AI augment human capabilities.

5. 05 Fair competition and collaboration

   We support fair competition and opportunities for businesses, workers and entrepreneurs to benefit from AI. We reject unlawful collusion and practices that use computing, cloud or data resources to unfairly disadvantage others.

6. 06 Governance throughout delivery

   We build safeguards and governance into AI delivery from the outset. Systems and controls are considered throughout development and deployment to support responsible use as technology and risks evolve.