Using AI openly, responsibly and with proper human oversight

Artificial intelligence can help businesses respond faster, communicate more effectively and reduce repetitive work. Used properly, it can make technology more useful without removing the people, judgement and accountability behind it.

Infinity3 uses and provides AI-powered tools across areas including customer communication, content creation, automation, analysis and business support. This statement explains our approach, the principles we follow and what clients and their customers can expect when interacting with AI through Infinity3.

Last updated: September 2026

Our approach to responsible AI

We believe AI should support people rather than mislead, replace accountability or operate without appropriate oversight.

Our use of AI is guided by five core principles:

• Transparency: People should know when they are interacting directly with an AI system.
• Human oversight: Important decisions and sensitive situations should involve appropriate human judgement.
• Privacy and security: Personal and confidential information must be handled carefully and lawfully.
• Accuracy and fairness: AI outputs should be reviewed, monitored and corrected where necessary.
• Practical responsibility: AI should be used where it provides a genuine benefit, not simply because the technology is available.

How Infinity3 uses AI

We may use AI tools to support our own work, including:

• Research and initial idea development
• Drafting and refining written content
• Summarising information and conversations
• Analysing website, marketing and business data
• Creating or editing visual content
• Supporting customer enquiries
• Automating routine administrative tasks
• Improving internal workflows and service delivery

AI may assist with parts of this work, but responsibility for the finished service remains with Infinity3. We apply human review according to the purpose, sensitivity and potential impact of the work.

We don’t treat AI-generated information as automatically accurate. Outputs may be checked, edited or rejected before they are used.

AI-powered services for our clients

Infinity3 provides businesses with AI-powered tools through the Infinity3 Platform and connected services. These may include:

• Conversation AI
• Voice AI
• AI receptionists
• AI assistants and agents
• Automated responses and follow-ups
• Conversation summaries and transcription
• Lead qualification and enquiry routing
• Workflow and content assistance

These systems are generally designed to help businesses manage enquiries, provide information and complete routine tasks. They aren’t intended to replace professional judgement or make high-impact decisions about a person without appropriate human involvement.

The way each system operates depends on its configuration, instructions, knowledge sources and connected services. We work with clients to create suitable prompts, processes and safeguards, but clients also remain responsible for reviewing how their AI services are used within their organisation.

Knowing when you are interacting with AI

We believe people should be told when they are communicating directly with an AI system.

AI chat assistants, voice receptionists and similar services supplied or configured by Infinity3 should identify themselves as AI at the beginning of an interaction, unless this is already completely clear from the surrounding context.

Some AI voices may sound natural or human-like. They should not be presented in a way that deliberately misleads someone into believing they are speaking to a human.

Where an AI system cannot deal with a request appropriately, it should provide a suitable route to a person wherever the service and business process allow it.

Human oversight and important decisions

Infinity3 doesn’t use AI to make solely automated decisions that produce legal or similarly significant effects for individuals.

We don’t recommend using general-purpose AI assistants as a substitute for qualified legal, financial, medical or other professional advice.

Where AI supports an important business process, the level of human review should reflect the possible consequences of an incorrect or inappropriate output. This may include reviewing conversations, approving content, monitoring responses and providing a clear escalation route.

Accuracy and limitations

AI systems can make mistakes. They may misunderstand a question, provide incomplete information or generate a response that sounds convincing but is inaccurate.

We take reasonable steps to reduce these risks by:

• Providing clear instructions and defined boundaries
• Using approved information and knowledge sources
• Testing systems before use
• Reviewing outputs where appropriate
• Monitoring performance and reported issues
• Updating prompts, workflows and information
• Providing routes for human intervention

No AI system can be guaranteed to produce a perfect response in every situation. Clients should consider this when deciding which tasks an AI system can perform and where human approval is required.

Privacy and personal data

Where AI systems process personal data, that information must be handled in accordance with applicable data protection law and our Privacy Policy.

Depending on the service, information processed by AI may include:

• Contact details
• Messages and enquiry information
• Call recordings
• Call or conversation transcripts
• Appointment information
• Conversation summaries
• Preferences and service requirements
• Technical and usage information

We aim to collect and process only the information reasonably required for the intended purpose.

Infinity3 doesn’t use client or customer information to train its own public AI models. Some services rely on specialist third-party technology providers, which may process information on our behalf or on behalf of our clients. Their handling of data is governed by the relevant contracts, settings and privacy terms.

Clients must ensure they have an appropriate lawful basis, privacy information and consent arrangements where required for their particular use of AI, call recording, transcription or automated communication.

More information about how Infinity3 processes personal information can be found in our Privacy Policy.

Confidential and sensitive information

We don’t knowingly enter confidential client information, special category personal data or other highly sensitive material into general-purpose public AI tools unless there is a legitimate reason, appropriate protection and an approved method for doing so.

Clients should avoid providing unnecessary sensitive information to AI assistants. AI systems intended for general enquiries should not be used to collect information that isn’t needed for the service being provided.

Where a proposed AI workflow involves sensitive information or a higher level of risk, we may recommend additional safeguards, a different approach or that AI isn’t suitable for that particular task.

AI-generated content and imagery

Infinity3 may use AI to assist with written content, images, audio, video and other creative work.

AI assistance doesn’t remove our responsibility for the material we publish or provide. Content is reviewed to a level appropriate to its purpose, particularly where accuracy, intellectual property, brand reputation or public trust may be affected.

We won’t knowingly use AI-generated material to impersonate someone, fabricate an endorsement or create deceptive content.

Where the synthetic or AI-generated nature of content is important to someone’s understanding of it, we will provide an appropriate disclosure.

Fairness and responsible use

We aim to design and configure AI services in a way that treats people fairly and avoids inappropriate discrimination.

AI systems must not be used through Infinity3 services to:

• Deceive or manipulate people
• Impersonate someone without appropriate authority and disclosure
• Harass, threaten or unlawfully discriminate
• Produce illegal or deliberately harmful material
• Make unsupported high-impact decisions about individuals
• Collect personal information without a valid purpose
• Circumvent privacy, security or legal protections

We may decline, suspend or restrict AI-related work where we believe the proposed use creates an unreasonable legal, ethical, privacy or reputational risk.

Security and third-party providers

Infinity3 uses established third-party platforms and technology providers to deliver some AI functionality. These can include providers of language models, voice technology, communications, hosting, automation and data processing services.

We select and configure services with security, privacy, reliability and suitability in mind. However, AI features may sometimes be affected by changes, limitations or interruptions within third-party services.

Access to AI systems and related information should be limited to authorised users. We also encourage clients to use appropriate account security, access controls and internal procedures.

AI knowledge and training

People working with AI need to understand both what it can do and where it can go wrong.

We support appropriate AI awareness within Infinity3 and encourage clients to make sure anyone managing an AI-powered service understands:

• The purpose and limits of the system
• The information it is allowed to use
• The importance of checking outputs
• Privacy and confidentiality responsibilities
• When human intervention is needed
• How to report incorrect or inappropriate behaviour

The level of training and oversight should be proportionate to the system and the risks associated with its use.

Keeping our approach under review

AI technology and the rules surrounding it continue to develop.

We will review this statement, our internal processes and the AI services we provide as technology, guidance and legal requirements change. We may also update individual systems where testing, customer feedback or real-world use identifies a better or safer approach.

Questions or concerns about our use of AI

If you have a question about how Infinity3 uses AI, or you believe an AI-powered service has produced an incorrect, inappropriate or misleading response, please contact us.

Please provide as much relevant information as possible, including the service involved, when the interaction happened and what went wrong. We’ll review the issue and take appropriate action.

Contact Infinity3