Coalition Technologies’ AI Policy

Our Beliefs

• Ingenuity Over Automation: As a digital marketing agency, Coalition Technologies believes in the value of the human creative process, and we’re always going to value that over repetitive AI-generated content.
  
• Responsible Use: From omnichannel marketing to brilliant headless CMS ecommerce, we’ve never shied away from adapting to new trends and using them for our clients’ benefit. We’re not anti-AI; we just believe in using it responsibly.
  
• Augmentation: Our AI policy revolves around the core tenet that, at least for creative purposes, one should use AI to augment rather than replace. We treat AI as a tool that can assist our highly-trained team of professionals, whether it’s for SEO data analysis or web development.
  
• Maximizing Value: The tools we use and how we use them should always create value for the client, from cutting down on time-consuming processes to building innovative new workflows that allow us to outpace the competition.
  

The bottom line is that our approach to AI implementation is assistive. We see it as a tool that can enhance the abilities of already competent professionals instead of something that can replace them. Simply put, we believe in using AI-generated content initially for research, supplemental, and idea-generation purposes. We will only employ it for client work after vetting, modifying, and optimizing it as we see fit. Our mission has always been and will always be to drive tangible results for clients powered by decades of human experience and imagination.

AI & Ethics

As an industry leader, we’re well aware of the impact that a reckless AI policy can have. Artificial intelligence can revolutionize how we communicate, from generating incredibly detailed graphics to pumping out pages of copy in a second. However, we are always conscious of the significant drawbacks of that power. To that end, our AI policy for marketing operates with these conditions:

• Transparency & Accountability: Transparency is the foundation of any successful partnership between clients and their agency, and we live by that ideal. From our stance on AI implementation to regular copy updates, we keep you in the loop. Our strategists are always in touch with the clients right from kickoff day to ensure they understand and support the rationale behind our decisions.
  
  We understand that our decisions can affect your bottom line, and we have the responsibility of working towards your goals ethically and transparently.
  
• Bias: Our AI policy is deeply conscious of the bias inherent in AI-generated content. AI models are trained on data containing biases, propagating further when content is generated based on that data. This creates a dangerous feedback loop when that generated content is used as training data later, creating a cycle that is difficult to break. This ultimately leads to a genuine erosion of quality-generated content and AI tools.
  

The legal landscape around AI-generated content is still evolving, but it is no longer uncharted territory. In 2025, Anthropic agreed to a $1.5 billion settlement with authors whose pirated books were used to train its AI models, roughly $3,000 per work and the largest copyright recovery in US history. In Europe, the EU AI Act now requires AI providers to adopt copyright compliance policies and publish summaries of the content used to train their models, and a growing market of licensing deals means creators are finally starting to be compensated. Even so, big questions remain unsettled, including who owns AI outputs, where fair use ends, and what liability a business takes on when it publishes generated content. That lingering uncertainty is another reason we stay cautious in our approach to AI-generated content as an agency.

• Data Privacy: We take data privacy incredibly seriously. Aside from a careful AI policy, we adhere to data governance regulations and go the extra mile to follow data privacy best practices. We respect a client’s information confidentiality and ensure it’s never shared with unnecessary third parties. 

AI For SEO – Is It Worth It?

Google’s stance on AI and SEO can shine some light on why we’re against using purely AI-generated content for campaigns. 

Google doesn’t prohibit AI-assisted content outright. Content that is genuinely helpful, original, and written for people can still perform well no matter how it was drafted. But with its March 2024 core update and spam policies, Google named the practice it intends to punish: scaled content abuse, meaning large volumes of low-value pages published to manipulate rankings, whether they were produced by AI, by humans, or by a mix of both. Since then, enforcement has included both algorithmic demotions and manual “pure spam” actions that have deindexed entire sites, and Google reports the changes cut low-quality, unoriginal content in its results by 45%.

So why does our AI policy disavow AI-generated content? Aside from the feedback loop and bias we mentioned above, we’re generally against using AI content because:

• Generators can only really guess what the correct answers are using the underlying sample data, and that output is often repetitive and even incorrect at times.
  
• AI implementation has direct implications for client liability. If an AI generator publishes a piece of content on behalf of the client, they can be liable for what is said there. AI can help with editorial oversight and quality control for writing, but nothing is safer than an actual expert working on the content from the ground up.
  
• AI-generated blogs are full of repetitive paragraphs in a style that knowledgeable readers can spot at a glance. We work with clients in various industries, from beauty and lifestyle to more technical areas like finance and tech. We’ve found that working with subject experts who can provide original, well-researched content always produces better, more readable output and ranks better.
  
• Google will always prioritize more helpful and original content. We prefer working with strategists who can cut out the fluff to produce the kind of work searchers seek. We’ve built our AI policy on the understanding that clients are looking for quality over quantity.

The crackdown already happened, and it keeps tightening. Google has extended its spam policies to AI Overviews and AI Mode, and its 2026 updates have continued to target scaled, low-value content. Google can fingerprint AI-generated content at scale, identifying synthetic text through embeddings and repeated patterns, then adapting whenever new models are released. The real-world results speak for themselves. An analysis of 220+ websites publicly identified as customers of AI content platforms found that 54% lost at least 30% of their peak organic traffic, 39% lost half or more, and 22% lost 75% or more. It shows that short-term wins from mass-produced AI content rarely hold. Original, expert-led content is the only approach the data shows holding up over time.

That’s why we at Coalition Technologies prioritize Google’s EEAT guidelines in our SEO copywriting process. These first-party guidelines highlight the importance of content that demonstrates Experience, Expertise, Authority, and Trustworthiness. As part of this, we produce our content using subject matter expert input, statistics, and an attitude that leaves zero room for fluff. 

Grow With Us

As our AI policy shows, we’re as excited about the growth of powerful emergent technologies as anyone else. Still, as an agency, our respect for the human imagination and time-tested strategies has shown us better results than anything else. If you’d like to see these results for yourself, reach out to Coalition Technologies today for a free strategy review. 

AI Policy FAQs

What is AI?

Artificial intelligence aims to simulate human intelligence. AI is a general field that branches into applications like natural language processing, machine vision, and speech recognition. People discussing AI implementation, particularly in digital marketing, use the term interchangeably with the more accurate term ‘machine learning.’ Machine Learning is a branch of AI that works on massive data sets. An algorithm is trained on this data to create a model that can perform tasks such as answering questions. 

How can AI be used for digital marketing?

Tons of businesses have an AI policy for digital marketing. There are many applications of artificial intelligence for marketing, such as: 

• Content: Many agencies use AI to assist with content generation. Tools like ChatGPT, Gemini, Claude, and Perplexity can turn a detailed prompt into a first draft of a social media caption, product description, or blog post, and AI image and video generators can produce visuals in a requested style. Businesses with AI policies already rely on these services for commercial content, though the best results come when a human expert directs, edits, and fact-checks everything before it ships.

• Research: ChatGPT can help agencies conduct research for content creation. This can range from quickly looking up information for a blog to full-scale outlines. Analysis plays a big role here, too. For example, agencies can use AI to analyze customer data and perform customer segmentation based on specific parameters.
• SEO: AI now runs through most of the modern SEO toolkit. Established platforms like Semrush and Ahrefs have added AI-driven features for keyword research, content grading, and competitor analysis, and dedicated AI visibility platforms like RankScale track how often a brand gets cited and mentioned across AI search engines. Another opportunity is optimizing for AI search itself, often called AI SEO, GEO (generative engine optimization), or AEO (answer engine optimization). AI SEO services help businesses earn visibility, mentions, and citations in Google AI Overviews and AI Mode, ChatGPT, Perplexity, Gemini, Claude, and Grok, so that when shoppers ask an AI assistant for a recommendation, your brand is the answer. These services also strengthen authority through high-quality, expert-written content and maximize ROI with strategies built around how AI systems source and cite information.

Should I use AI for my marketing strategy?

In a survey, 88% of organizations reported using AI in at least one business function, up from 78% just a year earlier. As popular as AI has become, you should be wary of depending on it entirely for your marketing strategy. Artificially generated results are not always accurate, and relying on a biased algorithm is no guarantee of SERP performance. Businesses that are going all-in with AI-generated content without expert oversight run the risk of being blacklisted by Google.