spanb2b
Policy

AI usage policy.

How we use generative AI at Spanb2b, what we will and will not do with it, and how senior judgement stays in charge.

1. Overview

Generative AI produces text, images, audio, synthetic data and other content using AI algorithms. It has become a meaningful tool in B2B marketing.

This policy sets out how Spanb2b uses AI. It keeps our work secure, responsible, transparent and ethical. It also ensures our AI practices reflect our values and the expectations of our clients.

2. Transparency statement

We use AI across several parts of our work. This includes content and creative production, research and analysis, and building proprietary tools that support smarter, faster client insights. We also develop bespoke workflows that turn fragmented signals into strategic direction our competitors cannot match.

The AI landscape is moving quickly. We are deliberate about which tools we adopt. We trial new tools against our standards before they enter client work.

Our position is straightforward. Senior judgement leads. AI accelerates. A senior practitioner owns every output that reaches a client.

3. Ethical AI use

We use AI in ways that protect our reputation and our clients’ trust.

  • We are open with clients and partners about how AI features in our work. If you ask, we will tell you what was used and what we changed.
  • We believe AI works best alongside experienced practitioners, not in place of them. Senior judgement is the product. AI is one of the tools.
  • Our AI use follows all relevant laws and ethical standards.
  • We train our team to spot and prevent output that is biased, harmful, misleading or offensive.

4. Safety with AI

  • We follow data protection laws and privacy standards when handling client information. We do not put confidential client data into public LLMs.
  • Every AI output passes through a human checkpoint. A senior practitioner owns quality and accuracy. “The AI made a mistake” is not an acceptable answer.
  • We respect intellectual property and copyright limits on AI-generated content. We define these clearly with clients before work begins.
  • Our AI use complies with our Business Terms of Service, Privacy Policy and Usage Policy.

5. Effective use of AI

  • We work from a company-approved list of AI tools to keep our quality and outputs consistent.
  • We review that list regularly as the technology develops.
  • We invest in training so our team uses AI well in a B2B marketing context.
  • AI enhances client output rather than diluting it. We check every piece of work for quality, accuracy and tone before it leaves the agency.

6. Current use cases

This list reflects how we use AI today. It will evolve as the tools and our thinking develop.

  • Initial research and drafting for content projects such as blogs, articles and long-form thought leadership
  • Market research and ICP development, including buying committee mapping, competitor analysis and persona work
  • Synthesising and summarising primary and secondary research
  • Data analysis across campaigns, account scoring and intent classification
  • Content strategy and content calendar development
  • SEO, GEO and AEO support including audits, schema and content optimisation for LLM citation
  • Digital advertising operations including campaign setup, audience building and reporting
  • Video and podcast production and editing
  • Code development, prototyping and analysis scripts for ABM signal engines and reporting tools
  • Building proprietary tools that turn public and client data into sharper insights for campaign planning
  • Internal templates, frameworks and operational documentation

7. Our role with clients

We help clients interpret what AI means for the performance of their marketing. We watch where the technology is going and we test what works.

We also work with clients directly on their AI capability. That includes advising on LLM setup, designing internal workflows, building reusable skills for marketing teams, and developing agentic workflows that handle repeatable tasks at scale. The goal is the same as our own use of AI. Senior people doing more of the work that needs senior thinking.

As our use of these tools matures, we expect to put more of our energy into the parts that need senior thinking. That means sharper insight, better campaigns and stronger reporting that translates into measurable client results.