Most brands are making this decision right now. Almost none of them are aware of it.
Somewhere in our organisations, someone is deciding what our AI is allowed to do. Not formally. Not with a brief, a policy, or a sign-off process. It happens by default, by whoever is closest to the work that week.
Most of us do not know that this is already a legal problem.
From 2 August 2026, the EU AI Act requires every European brand to disclose AI-generated content, document training data, account for system bias, and name who signed the work off. That last requirement is the one almost no organisation has answered. Who, formally, signs off AI work in our name?
The floor is clear. The legal minimum. Non-negotiable. But the floor is not where the interesting decisions happen.
Consider two scenarios that land on marketing directors' desks more often than most will admit.
Our marketing manager proposes a podcast hosted by an AI-generated voice. Authoritative, consistent, a fraction of the cost of a real presenter. Audiences will not know it is AI. Do we proceed?
A second proposal arrives. AI personalisation shows a 40% conversion uplift by targeting people showing signs of financial stress with credit product advertising. The segment is large. The numbers are real. Do we do it?
Both of these sit above the floor. They may be legal. But legal is not the same as permitted. Permitted is a question only our brand can answer, and it is determined by our values, not by a regulator.
That is the ceiling. And most of us have not defined it.
The space between the floor and the ceiling is where every significant AI decision we will make in the next three years actually lives. It is where trust is built or quietly lost.
The book
Unscripted AI: The Permission You Never Gave gives marketing leaders the instruments to do the same. The AI Policy Book defines what our AI may and may not do in our brand's name, translating values into boundaries that everyone can apply — our own people, our agency partners, our freelancers. The Promptbook turns that policy into the prompts they use every day. Together, they close the gap between intention and execution.
Download the free e-book now.
The workshop: Build your AI Policy Book in one session
The book introduces the framework. The workshop builds it with your team. In this workshop, your organisation works through the questions that produce a draft AI Policy Book and a first Promptbook — live, specific to your brand, owned by the people in the room. Available as a standalone session or as part of a broader responsible AI programme.
Contact us about the AI Policy workshop.
