Basic Policy on AI and Creativity
BOEL aims to discover the value and potential held by companies and society through brand, design, and technology, and to shape new futures.
We believe that AI is not a technology that replaces human creativity and thought, but one that expands its possibilities. While AI is changing many creative processes — research, analysis, ideation, production, verification, and more — it is human beings who continue to bear the judgment and responsibility for the results. BOEL understands both the possibilities and risks of AI, and promotes the responsible use of AI while respecting human creativity, the uniqueness of companies and brands, the rights of creators, and the trust of society.
- Center Human Creativity
We use AI not to replace human creativity, but to expand the possibilities of thought and expression. In brand strategy, design, writing, photography, video, and web development, we do not simply adopt AI-generated proposals or outputs as final answers; instead, we place importance on humans thinking, choosing, editing, and giving meaning. We believe it is our own creative responsibility to discover the unique value of a company or brand and to create value and expression that does not yet exist. - Humans Bear Final Judgment and Responsibility
AI is a means of supporting decision-making, not the final decision-maker. For information generated, analyzed, or proposed by AI, humans will confirm, verify, and edit it, and BOEL bears responsibility for its use and the resulting deliverables. In particular, for brand strategy, important corporate decisions, and expressions with significant social impact, we do not rely on AI judgment alone. - Protect the Uniqueness of Clients and Brands
A brand is a unique asset formed by a company's history, philosophy, culture, people, and relationships with customers. Precisely because AI now makes it possible to generate large volumes of information and expression, we place importance on discovering the unique value of each client and creating original expression suited to it, rather than imitating existing expression. Even when using AI, we apply human creative direction so as not to undermine a brand's originality and authenticity. - Respect Intellectual Property and Creators' Rights
We respect copyrights, trademark rights, rights of publicity, and other intellectual property rights. Even in production that uses AI, we take care not to unduly infringe on the rights of third parties' works, designs, photographs, videos, writing, brands, and more. We do not use AI for the purpose of easily imitating the expression of specific creators or works, and we confirm the rights and terms of use of generated content as needed. We strive to ensure that our use of AI does not lead to a devaluing of creators' worth and creativity. - Verify the Accuracy of Information
Generative AI may produce information that is factually incorrect or that does not exist. We do not unconditionally trust AI-generated information; for important information, we check primary sources and reliable references, and conduct human verification. For research, planning, copywriting, web content, and other information disclosed to society, we place importance on accuracy and reliability. We do not participate in the generation or spread of disinformation, misleading information, or deliberate manipulation of information through AI. - Protect Personal and Confidential Information
In our use of AI, we appropriately manage personal information, information entrusted to us by clients, undisclosed information, trade secrets, and other confidential information. We check the data-usage policies, storage methods, terms regarding use for training, security, and other aspects of the AI services we use, and determine which services and methods of use to employ according to the nature of the information. We do not allow confidential information entrusted to us by clients to be used for training external AI services or for any other purpose without permission. - Value Transparency and Accountability
Where the use of AI has a significant impact on deliverables or decision-making, we maintain the ability to explain how it was used and its impact, as needed. In particular, for expressions involving AI-generated people, photographs, video, or audio that could be mistaken for real ones, we consider their intended use and social impact, and clearly indicate that they are AI-generated or AI-processed where necessary. We do not abandon our own accountability for our deliverables on the grounds that AI was used. - Respect Fairness and Diversity
AI may reflect biases and stereotypes present in society, depending on its training data and design. We recognize the biases that may be present in AI output, and take care not to promote unfair discrimination or stereotypes based on race, nationality, gender, age, culture, ideology, or other attributes. As a company engaged in brand communication, we place great importance on understanding and respecting diverse people and cultures. - Ensure Safe and Appropriate Use of AI
We review the intended use, security, data management, and terms of service of the AI-powered services and systems we use, and select appropriate services according to our purpose. We do not use AI for illegal activity, fraud, defamation, discrimination, impersonation, malicious manipulation of information, or any other purpose that causes harm to people or society. When developing systems or services that incorporate AI, we also assess their impact and risks, and design and operate them with safety in mind. - Continuously Improve AI Literacy
AI technology, related laws, and social norms are changing rapidly. Rather than avoiding risk by prohibiting AI, BOEL places importance on correctly understanding it and, as an organization, improving our ability to use it appropriately. We will create an environment in which employees and everyone involved in our projects can understand not only the possibilities of AI, but also its limitations, information security, copyright, and ethical risks. - Explore New Creativity Together with AI
We do not think of AI merely as a technology for improving operational efficiency. By having humans and AI each make use of their own strengths, we may be able to generate questions, ideas, expressions, and experiences that could not previously be discovered. As a company involved in branding, design, and technology, BOEL will explore new forms of collaboration between AI and humans, and continue to provide new value to companies and society.
About this policy
BOEL will continuously review this policy in light of changes in AI technology, related laws, and the social environment, and will revise it as needed.
Established: August 10, 2026