Vero has introduced an AI Usage Policy, outlining how the consultancy applies artificial intelligence (AI) to deliver smarter, safer, and transparent work for clients and partners across Southeast Asia.
Developed in alignment with global best practices like the ICCO Warsaw Principles, the AI usage policy is the latest in Vero’s ongoing efforts to future-proof its work, empower its teams with innovative tools, and build deeper trust with clients and partners in a rapidly evolving communications landscape.
“Vero’s AI policy serves as the foundation of our AI practice. It gives us clarity and alignment on how we approach the use of AI across our work,” said Fuad Arrasyid, Account Director and AI Committee Lead at Vero. “As new models emerge, governments introduce regulations, and clients seek greater efficiency through AI, our policy helps us respond with confidence and consistency. It enables us to adapt quickly, stay responsible, and keep pace with innovation without losing sight of our values.”
Built for innovation, grounded in trust
The PR industry operates on trust from many stakeholders. This principle has always guided Vero’s way of working—with care and responsibility for the people and communities its work touches.
The arrival of AI introduces new considerations around privacy, transparency, and bias. Vero’s new policy offers a structured and practical approach to these challenges, defining how AI can be used ethically to enhance—not replace—human expertise. It applies to all Vero team members and vendors in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
With a clear emphasis on privacy and data protection, the policy mandates the use of only verified and secure AI tools, emphasizes care in the handling of identifiable information, and requires human oversight for every AI-assisted output. This guarantees that the insights clients receive are accurate, culturally sensitive, and grounded in human judgment.
In line with Vero’s long-established ethical standards, the policy also specifies prohibited uses of AI tools, including the use of unverified or unvetted platforms that compromise privacy or data security, and the release of unreviewed content that may contain bias and hallucinations.
Vero will disclose AI usage early and proactively to clients. Disclosure statements will be embedded in contract clauses and relevant documents, explaining how AI may contribute to the respective work and how the overall work complies with Vero AI policy.
Recognizing that some clients or projects may prefer to limit or exclude the use of AI, Vero ensures that these preferences are fully respected through alternative workflows that uphold the same standards of quality and confidentiality.
Balancing progress and principles
The rollout of the AI Usage Policy arrives at a time of intense global focus on responsible AI deployment. With public scrutiny, regulatory developments, and industry risks growing, Vero’s proactive stance demonstrates that agencies can be both progressive and principled in how they navigate emerging technologies.
For brands, this means a partner who is not only leveraging the latest tools but doing so with eyes wide open, building systems of governance that ensure transparency, accountability, and cultural nuance in every market served.
For industry peers, Vero hopes the policy can contribute to ongoing conversations around ethical AI, by openly sharing its approach and inviting collaboration on how the industry moves forward together.
And for talent, it signals an environment where people are encouraged to explore innovation safely and creatively, with clear guidance and safeguards.
As generative AI continues to evolve, Vero commits to treating the policy as a living document. It is subject to regular reviews and updates based on regulatory developments, real-world learnings, and technological progress. A dedicated AI Committee, comprising representatives from across its markets, oversees compliance, experimentation, and best-practice alignment to ensure the policy continues to support ethical use, creativity, and client trust.
“We’re still discovering what AI really means for our industry,” said Brian Griffin, CEO of Vero. “What we know for sure is that transparency matters. This policy is our way of being open with our people, our clients, and our partners about how we use AI and how we keep human judgment at the center of everything we do.”
Vero’s AI Usage Policy is publicly available at https://vero-asean.com/ai-usage-policy/.
