Our commitment to quality content

At Immediate we put our audiences first. The trust you have in our brands is essential, and we will never do anything to jeopardise it. Our goal is to create original, enjoyable, and meaningful content that genuinely enriches your life. We promise that human creativity, originality, and editorial judgement will always lead our content creation. In practice, this means every piece of content published across our brands is reviewed, edited and approved by our editorial teams before it reaches you.

We believe Generative AI (Gen AI), used responsibly, can help creators by speeding up repetitive tasks, leaving more room for creativity. That’s how we use it – carefully, transparently, and to support human talent, not replace it.

Our approach to responsible Gen AI use

We follow clear principles and guidelines to make sure Gen AI is used safely and responsibly:

• Human editorial oversight – All AI-assisted content is reviewed, fact-checked and approved by our editorial teams before publication.
• Careful tool selection and governance – A thorough review process for every AI tool we use, including security, privacy and legal assessment.
• Responsible implementation – Clear guidelines for our teams on how and when to use Gen AI, with ongoing training and support.
• Transparency – We are open about how and where we use AI, and we clearly label AI-generated imagery in line with our labelling standards.
• Continuous review – Our AI guidelines and practices are regularly reviewed to keep pace with evolving technology, regulation and audience expectations.

Our commitment to accuracy

We know that AI tools can sometimes produce inaccurate information. That’s why AI-generated content is never published without thorough human review. Our editorial teams fact-check, verify and edit all content before it reaches our audiences, applying the same rigorous standards whether AI has been involved or not.

Transparency and labelling

We believe in being open about our use of AI. Where AI-generated imagery is used in our content, it is clearly labelled so you know what you’re looking at. AI may assist in research, drafting or content organisation behind the scenes, but the final published content is always shaped and approved by our human editorial teams.

Fairness and inclusivity

We are mindful that AI tools can reflect biases present in their training data. We actively work to identify and mitigate bias in AI-assisted content, and we use AI tools to help improve the inclusivity and accessibility of our content.

Your data and privacy

We take your privacy seriously. Any use of AI in our products and services is carried out in line with our Privacy Policy and applicable data protection laws. We do not use your personal data to train third-party AI models, and any personalisation features are designed with your privacy in mind. You can find out more in our Privacy Policy.

How we’re using Gen AI in practice

In creating content

Gen AI at Immediate is a helpful assistant, never a substitute for human creativity. It can speed up routine tasks, giving creators more freedom to innovate. We are using AI responsibly in these areas:

• Research and drafting: Using Gen AI to access our owned archives quickly, helping creators research, prepare briefs and first drafts.
• Content checks: Tools to support our production teams in fact checking and in basic proof-reading tasks and as a thought partner to highlight opportunities for content enhancement.
• Editorial organisation: Using Gen AI to efficiently tag and label content, making it easier to find and manage.
• Creative design: Generating illustrative imagery when suitable photography isn’t available. Where AI is used to create images, we follow clear labelling guidelines, so any AI use is fully transparent.

In audio, video and emerging formats

We are exploring how Gen AI can enhance our audio and video output in ways that genuinely benefit our audiences. This includes developing text-to-speech capabilities on our websites and creating new AI-powered audio propositions that give you greater autonomy over how you consume our content – whether that’s listening to an article, watching a summary, or choosing the format that fits your moment.

As with text, our approach to AI in audio and video is guided by the same principles. We look for opportunities where AI can support creative workflows, such as editing and script writing, and where it can power new formats that add real value for audiences. Any AI-assisted audio or video content is subject to the same editorial oversight and quality standards as everything else we publish.

In our products and services

We aim to use Gen AI to enhance your experience across our digital products, including:

• Better search: Helping you quickly find the most relevant content and advice.
• Personalised recommendations: Gen AI-driven suggestions that help you discover content you’ll love.
• Customisable experiences: Allowing you to tailor content to your preferences, such as adapting recipes to your diet or choosing between reading, listening, or watching.
• Smarter communication: Ensuring you receive only relevant information, in the format you prefer, reducing unnecessary distractions.
• Advanced analytics: Understanding your needs better so we can continuously improve what we offer.

Within our business operations

Across Immediate, we use Gen AI to enhance productivity and workflow, including:

• Streamlining administrative tasks like invoice processing.
• Supporting our developers with coding tools that increase efficiency.
• Improving internal communication via Gen AI-powered assistants and agents to support staff onboarding, knowledge sharing and to streamline admin processes.

Keeping our guidelines current

AI technology and regulation are evolving rapidly. We regularly review and update our AI guidelines and practices to ensure they remain robust, responsible and aligned with the latest developments. This page was last updated May 2026.