AI use policy

Our approach

Ember is known for rigorous data and original insights, and for harnessing creativity and innovation to bring those data-led insights to life for our audiences. 

Used thoughtfully, we believe generative AI can help us enhance this work, opening up new opportunities to provide cutting-edge data insights and increasing our efficiency so our experts can spend more time on thought-leading work.

We won’t fully outsource our work – whether that’s curating datasets, analysing them, or writing – but we do selectively use AI in clearly defined tasks where it is effective. Our experts bring their original human insight throughout, and verify and quality-assure every output. Ember’s authors are ultimately responsible for what we publish.

We commit to being transparent about how we’re using AI, creating space for innovation while protecting the rigour of our work. We disclose how we’ve used AI on any reports, data products or other outputs, and we’ve created Ember Labs to publish prototype tools co-created with AI.

Where we use AI

Humans are responsible for ensuring the quality of AI-assisted processes, such as: 

• Ideation, and feedback on drafts produced by our team
• Copyediting and proofreading
• Summarising content
• Data pipeline writing
• Data analysis support
• Data checks, before human review 
• Translation
• Producing animated graphics
• Front-end design for interactive Labs tools
• Administrative tasks

Where we don’t use AI 

• We don’t create photos or videos with AI that mimic real-life situations
• We don’t use AI tools that fail to meet our ethics and risk assessments 
• We use AI proportionately to reduce environmental impacts 
• We don’t generate content with AI where we’re putting forward a uniquely human perspective, for example in opinion articles or videos from our thought leaders
• We don’t share sensitive (special category) personal data or copyrighted material with LLMs (see our privacy policy)

Any feedback?