Effective Date: 08 September 2025
At TIA Digital, we see Artificial Intelligence (AI) as a powerful tool to enhance creativity, efficiency, and insight — not as a replacement for human expertise. This policy explains how we use AI responsibly, in line with South Africa’s POPIA and the National AI Policy Framework, and how we safeguard our clients, audiences, and brand integrity.
Purpose of AI in Our Work
We use AI to:
- Enhance creativity – generating ideas, drafts, and design concepts.
- Improve efficiency – automating repetitive tasks so our team can focus on strategy.
- Support decision‑making – analysing data to identify trends and opportunities.
- Strengthen quality control – assisting in proofreading, formatting, and consistency checks.
AI is always a supporting tool — final decisions and outputs remain human‑led.
Our Ethical Principles
- Transparency – We disclose when AI has contributed to content or analysis.
- Accountability – Every AI‑assisted output is reviewed and approved by a qualified team member before delivery.
- Fairness – We actively check for and correct bias in AI‑generated outputs.
- Privacy – We never feed personal or confidential client data into AI tools without consent, and we comply fully with POPIA.
- Human Oversight – AI never operates without human review in client‑facing work.
AI Tools We Use
We may use:
- Generative AI for copywriting, ideation, and visual mock‑ups.
- Predictive analytics for campaign performance forecasting.
- Language models for summarising research or drafting outlines.
- Automation platforms for scheduling, reporting, and workflow optimisation.
All tools are vetted for security, reliability, and ethical alignment.
What We Don’t Do with AI
- We do not use AI to fabricate quotes, simulate identities, or mislead audiences.
- We do not use AI to make legal, financial, or editorial decisions without human validation.
- We do not use AI to process sensitive personal data unless explicitly authorised.
Compliance & Governance
- This policy aligns with the South African National AI Policy Framework and the King IV Report on Corporate Governance principles.
- We review our AI practices regularly to ensure they remain compliant, secure, and socially responsible.
- All team members receive training on ethical AI use during onboarding.
Feedback & Questions
We welcome dialogue on how AI is used in our work. If you have questions or concerns, please contact:
TIA Digital
📍 Kempton Park, South Africa
📞 +27 87 709 0775
📧 hello@thisisafrica.co.za