AI Principles of equitably.ai

v.1.0 June 2023, v.3.0 June 2026

Artificial Intelligence (AI) is evolving rapidly, creating many opportunities, but also causing concern to many. As practitioners in AI, we established a solid foundation for the quality, ethical and responsible use of AI through our AI principles, first published in 2023 to guide all our AI work. Our AI Principles are based on leading international frameworks and standards, including the Chartered Quality Institute’s quality competencies (the CQI Profession Map), the UN Guiding Principles on Business and Human Rights, the OECD AI Principles, the Council of Europe’s AI Convention, ISO 42001 and 42005 and are periodically updated.

Our AI principles:

1. QUALITY AI GOVERNANCE. We apply professional quality competencies, integrating governance with other critical success factors for AI success. We customise AI to the Context (particularly regulated sectors), work with Leadership to make sure AI change and investment is supported, baseline and ensure Improvement from AI with robust Governance and Assurance that gives confidence and trust.
2. HUMAN ACCOUNTABILITY for AI. We follow our company value of accountability in our quality AI work. People stay accountable for delivering risk-adjusted return on investment from quality AI. Where AI acts autonomously (e.g. Agentic AI), we set guardrails on what AI can do without human sign-off.
3. PROTECTING DATA and INFORMATION. We protect confidential information entrusted to us, respect data privacy based on local legislation and are aware of the provenance of data and models behind our work.
4. EQUATABLY by DESIGN. Our brand and company values are core to our AI work. We are vigilant of bias, favour explainable AI and build for equitable access and outcomes. We promote the UN’s AI for good.
5. RIGHTS RESPECTING USE of AI. We respect the rule of law, human rights and democratic values. We use market-entry red-flag screening (e.g. World Justice Project Rule of Law Index, Freedom House) and refrain from AI work with organisations or in jurisdictions that don’t meet standards.* 

We adopt a living AI principles framework. AI and its standards keep evolving at a rapid pace. So do we – these principles are reviewed and updated as our work, and the rules around it, develop. Please contact us if you feel there were any principles missing or need strengthening. We would love to hear from you.

*Some markets have weak rule of law or fragile human rights protections that AI could compound. We look before we leap, using independent rule-of-law and civic-freedom indicators, sanctions and export controls. We make sure to know the client and the AI end-use. We weigh the risk of how AI could be used to cause harm, including to human rights. We can say no. If we can’t be absolutely confident our work won’t contribute to harm, we decline or walk away. No fee will change that. Rights come first when laws clash. Where local law conflicts with international human rights, we work to the higher standards, and treat the risk of contributing to abuses like a compliance matter – wherever we operate.