- 8339 33 Ave NW, T3B 1L5 (Calgary, AB, Can)
Updated August 2025
At CIPR Communications, we’re committed to marketing that works, and that starts with leading the way in how we adopt and apply artificial intelligence. AI is transforming our industry, and rather than fear it, we’ve chosen to engage with it transparently, strategically, and ethically.
We don’t just use AI, we test, learn, share, and evolve. Whether we’re brainstorming for a new campaign, editing a podcast, or building an AI-powered strategy assistant, our work is always guided by our values: kindness, confidence, client-focus, and kick-ass results.m
Responsible AI
We use AI to enhance, not compromise, our work. Tools are vetted, use cases are assessed for risk, and no AI-generated content goes out the door without human oversight. We’re here to elevate industry standards, not chase gimmicks.
Human-Centric, Always
AI supports our team. It doesn’t replace them. Every tool we adopt is selected to empower the humans behind the work, freeing up time, boosting creativity, and letting us focus on what really matters: connection, clarity, and results.
Human Accountability
We don’t outsource responsibility to machines. Whether a proposal, a podcast, or a press release, humans remain accountable for decisions, accuracy, ethics, and impact. AI helps, but it doesn’t own the outcome, we do.
Creativity First
We recognize that great marketing comes from insight, empathy, and imagination. AI can support our creative process, but it will never define it. The magic still comes from our people.
Information Integrity
We check everything before it ships. No hallucinated facts, no misleading language, no AI-generated fluff. Our work is reviewed for tone, accuracy, and quality, because clear results require clean inputs.
Risk Awareness
We understand that AI introduces new challenges. That’s why we use a Red/Yellow/Green AI usage matrix, maintain strict data policies, and avoid bleeding-edge tools unless they’ve been vetted for real-world application.
Transparency & Trust
We’re clear when AI is part of our process, and we educate our clients and stakeholders on where and how it’s used. Trust is earned through honesty and consistency, especially when the tech is new.
Inclusivity & Accessibility
We choose and apply AI tools that serve everyone. If they’re not built for diverse voices or accessible design, we don’t use them, or we find a better way.
Automation with Humanity
Automation can eliminate tedious tasks, but it should never erase the human touch. We aim to simplify, not sterilize, our work with AI.
Openness & Collaboration
We learn in public. That means sharing what’s working, what’s not, and how we’re evolving. We collaborate with partners like WSI and our peers in the Tourism AI Network to drive responsible, shared progress in this space.
As of July 2025, here’s how AI supports our work:
We primarily use: ChatGPT, Google Gemini, NotebookLM, Riverside, Lumen5, Gamma and Leonardo AI. Each of these is integrated into a structured and evolving process, with human review and secure usage at the core.
We regularly evaluate new tools, but we don’t roll them into production until they pass our usability and ethics checks.
This document represents our formalized Responsible AI Statement. It reflects how we work today and where we’re going. AI is moving fast, and so are we, but we remain rooted in clarity, ethics, and client success.
We’ll update this statement as our tools and processes evolve.
Questions or want to connect about AI in your organization?
Reach out to Peter Pilarski at peter@ciprcommunications.com
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