2026.8.10

BOEL Establishes Guidelines and a Policy for the Use of Generative AI

Promoting responsible use based on a clear understanding of AI’s potential and risks

BOEL Inc. has established internal Guidelines for the Use of Generative AI, together with a public Generative AI Policy setting out our principles and commitments.

Generative AI can expand the possibilities of our work. It can support research and analysis, help us explore ideas, refine written content, and assist with design and digital development.

At the same time, its use involves risks that must be carefully managed. These include confidential information being disclosed, inaccurate information being produced, intellectual property and privacy rights being infringed, ideas and expressions becoming standardized, and the overall quality of work declining.

BOEL works with confidential client information and supports organizations from business and brand strategy through to customer experience, communications, and digital product development. For us, the use of generative AI is therefore not simply a matter of improving efficiency.

We must be clear about:

- Why AI is being used
- What information may be entered
- Who reviews the output and makes the final decision
- Who is responsible for the quality and rights associated with the work

We believe that defining and applying these principles is essential to maintaining the trust of our clients and society.

Guidelines for the Use of Generative AI

Our internal guidelines establish practical standards and operating rules for the safe and appropriate use of generative AI in our daily work.

They cover:

- Approved AI services and the conditions for their use
- The classification of public, internal, client-confidential, personal, and authentication information
- Standards for different roles and areas of work
- The handling of information in client projects
- Quality standards for written content, design, images, video, and digital development
- Fact-checking and expert review
- Copyright, trademarks, image rights, privacy, and other legal rights
- Reviews required before publication, submission, or delivery
- Reporting and response procedures when an issue occurs
- Internal education, operational reviews, and ongoing updates to the guidelines

Information entered into generative AI services is classified according to its content and level of confidentiality. It is handled only within approved environments and limited to the minimum information necessary for the task.

As a general rule, personal information and authentication credentials, including passwords and API keys, must not be entered into generative AI services.

If a client contract or policy imposes stricter requirements than our internal guidelines, the client’s requirements take priority.

Generative AI Policy

Our public Generative AI Policy explains how BOEL approaches AI and how we protect client information, professional judgment, and the quality of our work.

While our internal guidelines define the practical decisions and actions required in our daily operations, our public policy sets out the principles we commit to externally.

Our key principles are:

- We use generative AI to support human expertise
- We do not use AI as a substitute for professional judgment
- We manage information entrusted to us by clients appropriately
- We do not assume that AI-generated output is accurate
- Human professionals review the output and remain responsible for final decisions and quality
- We respect copyright, image rights, privacy, and other rights
- We remain responsible for the quality of our work, regardless of whether AI is used
- We continually review our approach as technology and society evolve

AI Should Support Expertise, Not Replace It

BOEL does not prohibit the use of generative AI. We use it appropriately, based on a clear understanding of its capabilities and limitations.

However, we do not regard AI as a substitute for human thought or professional judgment.

Our work involves identifying management and business challenges, discovering questions that have not yet been clearly articulated, and defining the direction of a business and its brand.

It also involves deciding what to pursue—and what not to pursue—from among many possible options, and then turning those decisions into tangible experiences, communications, systems, and products.

These responsibilities belong to professionals working across business strategy, brand strategy, research, organizational and service design, customer experience, communications, and digital product development.

AI-generated output is treated only as input for consideration or as support for our work. Professionals in each field must understand and verify the content, make the necessary revisions, and reach the final decision themselves.

The use of AI does not reduce our responsibility for the quality or consequences of our work.

Humans Think, Decide, and Take Responsibility

At BOEL, we use generative AI to support research, organization, ideation, refinement, and verification.

When AI-generated text, images, video, or code is used, we review it according to the purpose and context of the project.

This includes confirming:

- The accuracy of the content and the evidence supporting it
- Alignment with the policies and intentions of BOEL and our clients
- The level of quality expected from professionals
- Copyright, trademarks, image rights, privacy, and other rights
- Information management and security
- Originality and potential social impact

We do not publish, submit, or deliver work that the person responsible does not understand or that has not been adequately reviewed.

Final decisions and quality control always remain the responsibility of human professionals.

Ongoing Review and Implementation

The technologies, laws, service specifications, and public expectations surrounding generative AI will continue to evolve.

We do not treat our guidelines and policy as fixed rules. We will review and update them continuously in response to changes in technology, society, and our practical experience.

We will also continue to provide internal education and maintain clear procedures for consultation, reporting, and responding to potential issues.

BOEL will not pursue the convenience of generative AI without considering its wider impact and risks. We will use it thoughtfully and responsibly.

Our aim is not to diminish human expertise or creativity, but to think more deeply, identify new possibilities for businesses and brands, and support our clients from important decisions through to implementation.

We will continue to engage with emerging technologies responsibly and provide work that earns lasting trust.