At HUG AI is a tool to accelerate - never a substitute for thinking.
It enhances concept development and production efficiency, but responsibility always sits with us. Strategy, judgement and compliance remain human-led.
Our principles:
All outputs are human-directed and human-approved
No confidential information enters public AI systems
Always compliant
AI-assisted materials adhere to:
ABPI Code of Practice
MHRA guidance
Client medical review processes
How we use AI
AI supports creative exploration and early-stage development - helping ideas move faster, further.
AI visuals may be used at concept stage
Final assets are fully signed off, with transparent use of AI (imagery, copy, data)
Where AI imagery is used in final materials, clients are informed and usage rights are clearly understood