AI Transparency
When and how to disclose AI tool usage to clients, and what “substantial use” means in practice.
Key points
- Disclose AI use when it forms a substantial part of your process
- “Substantial” typically means AI-generated content that goes beyond research or ideation
- When in doubt, disclose — transparency builds trust
- Document your AI use for your own records
What the Code says
The ProCopywriters Code of Conduct requires that you “Disclose any substantial use of AI tools in your work when relevant to the client relationship.” But what does “substantial” mean, and when is disclosure relevant?
This guidance helps you interpret and apply this standard in practice. The goal isn’t to create bureaucratic hurdles, but to maintain the trust that makes professional relationships work.
What counts as “substantial” use?
AI use exists on a spectrum. Not every interaction with an AI tool requires disclosure.
Generally doesn’t require disclosure:
- Using AI for research or fact-checking
- Grammar and spell-checking tools
- Using AI to generate ideas that you then develop
- Transcription services
- Translation tools for reference
Generally requires disclosure:
- AI-generated first drafts that you edit and refine
- Using AI to write significant portions of deliverables
- AI-generated content that appears in the final work with minimal changes
- Using AI to create content variations at scale
The “could it matter?” test
Ask yourself: if the client knew exactly how you’d used AI, would it change their perception of the work or its value? If yes, disclose.
When to have the conversation
The best time to discuss AI use is before you start work, not after. Consider including your AI policy in:
- Your terms and conditions
- Project proposals or quotes
- Initial client conversations
- Your website or portfolio
Being upfront about your approach positions AI use as a professional choice, not something to hide.
Create an AI statement
Add a simple AI use statement to your website. Something like: “I use AI tools to support research and ideation. All client deliverables are written and edited by me, and I disclose any substantial AI contribution to specific projects.”
How to frame disclosure
When you do disclose AI use, frame it professionally:
Focus on value, not apology
You’re not confessing to something wrong. AI is a tool, like any other. Explain how you use it to deliver better results — faster research, more variations to choose from, or more time spent on strategic thinking.
Be specific about your role
Clarify what you contributed. “I used AI to generate initial research summaries, then developed the strategy and wrote all client-facing content myself” is clearer than “I used AI on this project.”
Respect client preferences
Some clients have policies about AI use. Ask early in the relationship. If a client doesn’t want AI involved, respect that — or decline the work if AI is essential to your process.
Watch for contractual restrictions
Some contracts explicitly prohibit AI use or require disclosure. Check your agreements. Breaching these terms could have legal and reputational consequences.
Keeping records
Even when disclosure isn’t required, it’s good practice to document your AI use for your own records:
- Which tools you used and for what purpose
- What proportion of the work involved AI assistance
- How you verified and edited AI-generated content
- Any client conversations about AI use
This protects you if questions arise later and helps you reflect on your evolving practice.
Summary
- Substantial use means AI-generated content that forms a meaningful part of deliverables
- Disclose proactively — before work begins, not after
- Frame it professionally — focus on value, not apology
- Respect client preferences and contractual requirements
- Keep records of your AI use for your own protection
- When in doubt, disclose — transparency builds trust