AI Ethical Policy

At Clock, we believe that AI should ultimately benefit all humans, and not disadvantage or replace them. Our AI policies govern how and when we use AI:

• for our Clients
• for their Customers
• for our People
• for the Planet

Whenever we adopt a new AI-powered technology we first consider the risks and implications for these groups. We align our approach with recognised global standards* and welcome dialogue with anyone affected by (or interested in) our use of these technologies. It’s essential that we review and revise this policy regularly, to ensure it remains relevant and effective in a rapidly evolving landscape.

*including the EU AI Act, UK ICO AI guidance, and OECD AI Principles

•Transparency

Whether we’re creating something for you, or using AI in that creation process, we will always let you know what AI systems are implemented, how they work, and how they make decisions.

•Accountability

We take full responsibility for the outcomes of our AI systems, ensuring accountability and human oversight on all AI-assisted decisions that materially impact our partners.

•Shared Benefits

Any efficiencies, cost reductions, or quality improvements we gain from using AI will benefit both Clock and its partners.

•Shared Values

We work only with partners who share our commitment to ethical AI practices.

•Privacy & Consent

We prioritise data privacy and ensure that personal data is handled responsibly, whether or not we are utilising AI to gather, store, or process it. Where AI interacts directly with end users, we seek explicit or implicit consent as appropriate.

•Fairness & Non-Bias

We strive to eliminate bias in AI systems, ensuring they operate fairly and inclusively for all users.

•Honesty

We won’t design or implement an AI system that hides its nature, or seeks to fool people into thinking it’s a human.

•Explainability

We aim to ensure that AI outputs are explainable in plain language for users affected by them.

•Safety, Security & Accessibility

We implement robust measures to ensure AI systems are secure, do not pose safety risks, and remain accessible to users with diverse needs and abilities.

•Responsible AI Usage

Our use of AI must always be fair, transparent, and accountable. We involve our team in discussions about AI implementation, empowering them to question, challenge, and improve how we deploy these tools.

•Continuous Learning & Development

AI will be part of our future – whether we like it or not. It is essential that our team grow alongside technological advancements, so we provide continuous training, upskilling, and support.

•AI Will Not Replace You

AI is meant to assist and augment employees’ work – not replace them. While team structure and composition may evolve over time, no current employee will be replaced by an AI.

•Wellbeing & Support

We provide resources for mental wellbeing to ensure our team feel valued and supported as we embrace AI.

We recognise that AI systems, particularly large-scale models, can carry significant environmental costs due to their energy consumption and computational demands. At Clock, we are committed to minimising these impacts by:

•Efficient AI Usage

Prioritising the use of smaller, task-specific models where possible, rather than defaulting to large general models, to reduce energy consumption without compromising performance.

•Cloud Provider Sustainability

Selecting cloud service providers with strong sustainability credentials, such as commitments to renewable energy, carbon neutrality, and transparent reporting of data centre energy usage.

•Optimised Development Practices

Employing code optimisation, model pruning, and efficient algorithm design to reduce compute time and energy use across our AI solutions.

•Continuous Monitoring & Improvement

Regularly reviewing the environmental footprint of our AI deployments and seeking emerging techniques and partners that enable greener, lower-energy AI solutions.