Our AI philosophy
At Heft, we believe AI is a tool to enhance human creativity and accelerate implementation - not replace strategic thinking. Our approach prioritises client privacy while maximising the efficiency AI can bring to communications delivery.
Understanding AI's Role
The most powerful use of AI in communications isn't about feeding it existing content or asking it to create strategy. Instead, AI excels at helping us distil complex ideas, implement approved strategies more efficiently, and accelerate the delivery of communications once the strategic direction is set. This approach not only protects client privacy but also delivers better results.
For instance, by using AI strategically we have helped NFP’s roll out business as usual comms and quick fire campaigns far more efficiently than would have been the case even six months ago, allowing them to divert the additional budget into critical strategic work.
Our AI Philosophy
We use AI to supercharge ideas, not create them. Think of it as a powerful implementation tool that comes after strategy, not before. This approach naturally protects client information because we're not feeding existing content into AI systems - we're using AI to help articulate and implement our strategic thinking.
How We Use AI
- To distil complex ideas into clear communication
- To accelerate implementation of approved strategies
- To enhance creative thinking and ideation
- To speed up delivery of agreed approaches
- To provide efficiency in execution
What We Don't Do
- Upload sensitive client documents to AI platforms
- Use AI for strategic development
- Rely on AI for decision-making
- Use AI for primary content creation
Privacy concerns
Many communications professionals are concerned about protecting client information while leveraging AI's capabilities. Common worries include data security, privacy breaches, and the potential for sensitive information to be exposed or repurposed. These concerns, while valid, often stem from misconceptions about how AI can be most effectively used in communications work.
The reality is that AI's greatest value in communications isn't in processing existing client content or sensitive information - it's in supporting the implementation of strategy and accelerating the delivery of agreed approaches. This fundamental shift in thinking about AI's role naturally addresses many privacy concerns.
Common Misconceptions
Many communicators believe they need to upload entire client documents or sensitive information to get value from AI. This approach is both risky and unnecessary. The best AI use in communications focuses on implementation and refinement rather than creation and strategy. When used this way, AI becomes a powerful tool for efficiency while maintaining client confidentiality.
- Best Practices for Privacy
Always use enterprise-grade, professional AI platforms with robust privacy policies. Don’t use free or public AI tools for client work. When using AI, input only the specific information needed for clear prompts, and always anonymise any client-related information. Remember that AI works best as an implementation accelerator rather than a primary content creator.
- Practical Tips for Getting Started
Start small and focus on using AI to enhance your existing process rather than replace it. Use AI for tasks like refining messaging, brainstorming angles, or accelerating implementation once strategy is set. Keep sensitive information offline and use AI as a thought partner rather than a content repository.
- Data Sovereignty Considerations
Data sovereignty, particularly important in the New Zealand context, requires careful consideration of where and how information is processed. When choosing AI tools, consider data jurisdiction, local requirements, and professional obligations. This is especially crucial when working with government clients or sensitive cultural information.
While this guide reflects our approach to responsible AI use, it should not be taken as technical AI or legal advice.