AI Ethics
Last updated 3 September 2026
We say on the front page that we use AI-assisted workflows. That is a real part of why a full rebrand costs what it costs here rather than what an agency would charge. It also raises fair questions about confidentiality, originality and who is actually accountable for your brand. This page answers them.
The short version
AI helps us move faster through exploration and production. It does not decide what your brand should be, and it is never the last thing to look at your work before you do. A person is responsible for everything we hand over.
Where AI is genuinely useful
It is good at volume and iteration — generating many directions early so the good ones surface sooner, producing the variants a brand needs once a direction is settled, drafting copy that we then rewrite, and handling the repetitive production work that would otherwise be billed to you as hours.
That speed is what we pass on in the price. It is not a reason to hand you less.
Where judgment stays human
Positioning, strategy and the decision about what your brand should say are ours to think through with you. So is the final quality bar. Every deliverable is reviewed, corrected and signed off by a person before it reaches you, and that person is accountable for it. "The tool produced it" is not an explanation we will ever offer you for work that is not good enough.
Your material
Confidential client material — unreleased products, internal documents, anything you have told us is sensitive — is not pasted into public or consumer AI tools. Where we use AI tools on client work, we use business or paid tiers configured so that your content is not used to train the provider's models.
If you would prefer we not use AI tools on your project at all, say so before we start. It changes the timeline and may change the price, and we will tell you honestly by how much rather than quietly agreeing and carrying on as before.
Originality and provenance
A logo we deliver is designed for you, not pulled from a generator and handed over unchanged. Where generated imagery is used in a deliverable, we tell you that it is generated, so you can make an informed decision about using it.
We check that what we deliver does not imitate an existing brand's identity. If you ask us which parts of your project were AI-assisted and how, we will tell you plainly.
What we will not do
- Generate images or video of real people without their consent, including synthetic likenesses of public figures.
- Write fake reviews, testimonials or endorsements, for you or for us.
- Produce work designed to imitate another business closely enough to mislead its customers.
- Publish AI-generated claims about your product's performance, safety or results that we have not verified with you.
- Present AI-assisted work as something a person did by hand, if you ask us directly.
Where these tools fall short
AI models state wrong things confidently. Anything factual in your marketing — prices, specifications, claims, contact details, legal wording — is checked against a real source or confirmed with you before it ships. They also drift toward whatever is most common, which is the opposite of what a brand needs; pulling work back toward something distinctive is a large part of what we actually do.
Holding us to this
These commitments form part of our Terms of Service, so they are something you can hold us to rather than a statement of good intentions. How we handle personal information more generally is covered in our Privacy Policy.
If you think we have fallen short of any of it, tell us at vulasystems04@gmail.com. This page will change as the tools change, and the date at the top tracks that.