Last updated: May 2026

This AI Code of Conduct sets out EP+'s principles, standards, and commitments regarding the use of artificial intelligence in our editorial, operational, and commercial activities.

It applies to all members of the EP+ team, contributors, and any third parties using AI tools to produce content for EP+.

1. Our Position on AI

EP+ recognises that artificial intelligence tools can enhance editorial research, accelerate production, and improve the quality and consistency of our content. We also recognise that AI, used without appropriate human oversight, poses significant risks to accuracy, trust, and journalistic integrity.

Our position is clear: AI assists our journalists. It does not replace them.

No content produced by EP+ — articles, interviews, directory listings, newsletters, or social media posts — is published as raw AI output. Every piece of content published under the EP+ brand has been reviewed, edited, and approved by a human editor.

2. Permitted Uses of AI at EP+

The following uses of AI tools are permitted within EP+'s editorial and operational workflow:

Editorial production:

  • Generating first-draft outlines and article structures
  • Producing initial research summaries from source documents
  • Transcription assistance for founder interviews (e.g. Otter.ai)
  • Grammar, style, and British English compliance checking
  • SEO keyword and metadata suggestions

Research and data:

  • Aggregating publicly available funding and market data
  • Identifying content gaps and keyword opportunities
  • Summarising lengthy documents and reports for editorial review

Design and visual content:

  • Generating editorial illustration concepts via Midjourney
  • Creating social media graphic concepts for human design refinement

Operations:

  • Email automation and newsletter scheduling
  • CRM data management and outreach sequencing
  • Analytics and performance reporting

3. Prohibited Uses of AI at EP+

The following uses of AI are strictly prohibited:

  • Fabricating quotes: AI must never be used to generate quotes attributed to real, named individuals
  • Inventing statistics: AI must never be used to generate statistics or data that are not verifiable from a credible source
  • Creating fictional interviews: AI must never be used to simulate or invent an interview with a real person
  • Bypassing editorial review: AI output must never be published directly without human review and editing
  • Impersonation: AI must never be used to generate content impersonating real individuals, companies, or organisations
  • Misleading disclosure: Content substantially produced by AI must not be presented as entirely human-written without appropriate context
  • Processing special category data: AI tools must not be used to process health, financial, or other sensitive personal data about identifiable individuals without explicit consent and legal basis

4. Human Oversight Requirements

Every piece of content in which AI has been used must pass through the following human oversight steps before publication:

  1. Fact verification — all factual claims, statistics, and company information verified by a human researcher against primary sources
  2. Quote verification — all quotes attributed to named individuals verified against original interview recordings or transcripts
  3. Editorial review — the Editor-in-Chief or a designated senior editor reviews and approves the final draft
  4. British English compliance — a human editor checks language, tone, and style guide compliance
  5. Legal review — any content involving named individuals, legal matters, or sensitive claims is reviewed for defamation and legal risk

5. Transparency and Disclosure

EP+ is committed to transparency about our use of AI. We will:

  • Publish and maintain this AI Code of Conduct on our website
  • Disclose in our Editorial Guidelines that AI is used to assist content production
  • Not misrepresent the extent of AI involvement in our content
  • Respond honestly to reader or stakeholder enquiries about our AI practices

We do not currently add an "AI-assisted" label to individual articles where AI has been used in an assistive capacity (outline generation, grammar checking). Where AI has been used more substantially — for example, in generating a first draft of significant length — the editorial team will consider whether disclosure within the article is appropriate.

6. Data Protection and AI

The use of AI tools at EP+ must comply with our Data Protection Policy, UK GDPR, and the ICO's guidance on AI and automated decision-making (as updated in March 2026).

Specifically:

  • Personal data about identifiable individuals must not be inputted into AI tools without a valid lawful basis
  • Founder interview recordings and transcripts must not be shared with third-party AI systems without appropriate data processing agreements in place
  • AI tools used for analytics or audience profiling must not process special category data
  • EP+ does not use AI for automated decision-making that produces legal or significant effects on individuals

7. Intellectual Property and AI-Generated Content

EP+ acknowledges the evolving legal landscape around intellectual property and AI-generated content. Our approach is as follows:

  • Content published by EP+ is produced with sufficient human creative input to qualify for copyright protection under UK law
  • EP+ does not knowingly use AI tools trained on copyrighted material in ways that would infringe third-party intellectual property rights
  • Where AI tools generate visual content (e.g. Midjourney), EP+ uses such content in accordance with the relevant tool's terms of service and commercial use rights
  • EP+ asserts copyright over its published content, including content in which AI tools played an assistive role, on the basis of the substantial human editorial contribution

8. AI and the Directory

The EP+ Startup Directory is editorially verified by human researchers. AI tools may assist in processing submission data, identifying potential duplicates, or flagging unusual patterns, but the final verification decision on every listing is made by a human editor following our 7-point verification checklist.

AI-assisted screening does not replace manual verification via Companies House, LinkedIn, and other primary sources.

9. Review and Updates

This AI Code of Conduct will be reviewed at least annually and updated to reflect:

  • Developments in AI technology and our use of AI tools
  • Updates to ICO guidance on AI and automated decision-making
  • Changes in applicable UK law
  • Industry best practice as it evolves

The most recent review date is shown at the top of this document.

10. Contact

For any questions regarding our AI Code of Conduct or our use of artificial intelligence:

EP Media LTD Email: [email protected] Website: entrepreneurplus.co.uk