Responsible Use of Artificial Intelligence

Tight Lines is a marketing consultancy providing Fractional CMO services to B2B organisations across the UK, Japan, and worldwide.

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Artificial intelligence is increasingly used across marketing, research, and business operations. At Tight Lines, AI tools are used carefully and responsibly as part of the consultancy workflow.

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However, AI does not replace professional judgement, strategic thinking, or the experience developed over more than twenty years working with B2B organisations.

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AI is treated as a productivity tool that can assist with research, synthesis, and drafting, but all client-facing work is shaped, reviewed, and validated by Huw Waters.

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Human Oversight

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All strategic advice, analysis, and deliverables provided by Tight Lines are reviewed and developed by an experienced marketing leader.

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AI tools may assist with early-stage research or drafting, but the final outputs are always guided by human judgement, client context, and commercial understanding.

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Clients engage Tight Lines for strategic thinking and experienced leadership, not automated outputs.

 

Confidentiality and Client Information

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Protecting client confidentiality is fundamental.

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Sensitive client information, proprietary strategies, or internal documentation are not entered into public AI systems where confidentiality cannot be guaranteed.

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Where AI tools are used during research or drafting, inputs are carefully managed to ensure that confidential information is protected.

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Accuracy and Professional Responsibility

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AI systems can produce useful insights, but they can also produce inaccurate or incomplete outputs.

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For this reason:

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• AI outputs are treated as draft inputs, not final conclusions

• sources are verified where appropriate

• professional judgement is applied to ensure accuracy and relevance

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Clients receive work that reflects experienced strategic thinking rather than automated generation.

 

Intellectual Property

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Client materials, documents, or internal information shared during engagements remain the property of the client.

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Such materials are not used to train external AI systems and are not shared outside the context of the client engagement.

 

Transparency

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Tight Lines is transparent about the responsible use of modern tools where they help improve efficiency or insight.

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However, the core value delivered to clients remains:

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• strategic thinking

• commercial judgement

• experienced marketing leadership

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AI supports this work. It does not replace it.

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​Last reviewed: March 2026