Ethical Use of AI
How Dashing Digital Marketing Approaches Ethical AI Use
Building and using AI safely, fairly, and responsibly to protect human rights and values.
Ethical AI use means building and using artificial intelligence tools safely, fairly, and responsibly to protect human rights and values. It ensures that technology helps people without causing harm, spreading bias, or stealing private data.
Core Principles of Ethical AI
- Human Oversight: Keep a human in charge of final choices. Do not let AI replace our own critical thinking. Always have a human in the loop. AI is a tool, not the creator.
- Fairness: Stop algorithms from treating certain groups unfairly or copying old social biases.
- Transparency: Know how the AI system works and explain its limits clearly.
- Privacy: Protect personal and secret data. Never feed confidential files into public AI tools.
- Accountability: Take full responsibility for any final work or decisions made with AI's assistance.
- Creative Integrity: We never use AI to create artwork or original creative work. That stays human.
Want to know more about how we run our agency?
Talk to Our TeamBest Practices for Daily Use
- Verify the Facts: Always double-check AI's answers. AI can make up false facts or fake sources.
- Disclose AI Help: Acknowledge when AI shapes our writing, research, or creative work. The CSU AI Commons provides clear rules on giving credit for AI-assisted work.
- Follow Global Standards: We look to the UNESCO framework for global rules on safety, data protection, and do-no-harm policies. Here in the U.S., we also look to the NIST AI Risk Management Framework. We believe in the responsible use of AI, and that regulation and oversight of AI are essential.
This is where we stand: AI supports our work, but people stay in charge of it, and we hold ourselves accountable for everything it helps us produce.
Frequently Asked Questions
Does Dashing Digital Marketing believe AI should be regulated?
Yes, we do. We believe oversight and regulation of AI are essential to using it responsibly, and we follow global frameworks like UNESCO's Recommendation on the Ethics of AI as a guide.
Talk to us about how we put this into practice →Does your stance on ethical AI use affect the AI visibility work you do for our firm?
No, it strengthens it. Our AEO work helps your firm show up in AI-generated search results from tools like ChatGPT, Gemini, and Perplexity. We build that work on the same principles: human oversight, verified facts, and full accountability.
See how our AEO work supports AI search visibility →
April Atwater, President, Dashing Digital Marketing
April founded Dashing Digital Marketing in 2007 and has spent more than two decades building search visibility for law firms. She leads the agency's shift toward AEO-first strategy, helping firms stay visible as clients search through AI tools like ChatGPT, Gemini, and Perplexity, not just Google.
Connect with April on LinkedInHer writing on AI search visibility for law firms has appeared in Arizona Attorney Magazine and Wyoming Lawyer.
