Our AI Manifesto

How will AI show up day-to-day in Forrest Digital?

We are AI optimists – we believe that powerful and safe AI will benefit humanity. It’s clear that AI will impact knowledge work in many ways, and faster than we expect. Some jobs will be eliminated, many jobs will be changed, and new jobs will be created. We believe that knowledge workers using AI will see productivity and cognitive gains as AI automates tasks, not jobs.

How will customers experience AI in our services?

We aspire to become an AI guide for our clients, building our skills and experience so that we can offer products and services that enhance their marketing and sales effectiveness. AI will be present in some stage of the development or delivery of all of our services from CRM implementation to campaign design and build.

Will AI use be encouraged?

Yes, there are no mandatory use cases at this stage of our AI journey, but it's likely there will be in the future. These are likely to fall within the categories of research, content development, process simplification and enhanced process efficiency.

We value sharing our individual AI experiences within the team and with all our stakeholders in order to accelerate learning of the entire group.

Which AI habits will be rewarded and which won’t be tolerated? 

We value fast experimentation. We’ll reward team members for testing new optimisations with AI, even if they don’t work well. We don’t have patience for dismissing a suggestion to use AI without trying it. 

How we treat and handle AI risk.

As a small business in NE England, ambitious to become an AI industry leader, we don’t believe that the risks of AI companies reviewing our prompts and outputs to improve their models, outweighs the benefits of experimenting with the technology.