Creative Integrity Policy

This Human Creativity Policy describes Form & Fable’s (ABN: 52 774 390 358), an independent creative agency based in Melbourne, Australia, position on the use of generative artificial intelligence (AI) in our work and how we uphold human-led creative practice.

We are committed to protecting the integrity of human creativity and ensuring that our work is shaped by people, not automated systems.

Our Position on Generative AI

At Form & Fable, we believe meaningful creative work comes from humans.

It comes from curiosity, lived experience, judgement, empathy, collaboration and craft. It comes from taking the time to understand a problem, listen to a community, uncover the right story and make deliberate choices about how that story should be told.

For that reason, we do not intentionally use generative artificial intelligence to develop our creative thinking or produce client work.

This position is not based on a fear of technology. Form & Fable is a digital creative practice, and technology is fundamental to how we work. It is based on a belief that technology should support human creativity, not replace the people, thought and labour behind it.

Why We Have Taken This Position.

Generative AI raises significant concerns for the creative industries.

Many systems have been trained using the work of writers, artists, designers, photographers, illustrators and other creators without their meaningful consent, recognition or compensation. Their increasing use also risks displacing creative workers, devaluing specialist expertise and treating human expression as a commodity that can be produced instantly and endlessly.

We are also concerned by the environmental cost of large-scale AI systems and the energy, water and computing resources required to develop and operate them.

These issues are not separate from the work we do. They affect our peers, collaborators, communities and the wider creative ecosystem we rely upon.

We do not believe it is enough to use these systems simply because they are fast, inexpensive or widely available.

What This Means in Practice.

To the best of our knowledge and ability, Form & Fable does not intentionally use generative AI to create or develop:

  • brand strategies

  • creative concepts

  • names, messaging or brand narratives

  • copywriting or editorial content

  • logos or visual identities

  • graphic design or illustration

  • photography or generated imagery

  • video, animation or campaign creative

  • websites, code or digital experiences

  • research, analysis or recommendations

  • client-facing deliverables of any kind

Our ideas, strategies, writing, designs and creative decisions are developed by people.

We will not present AI-generated material as original human work. We will not knowingly replace a creative practitioner with generative output. We will not upload confidential client information, files or intellectual property into public generative AI platforms.

We will also never charge clients for human creative labour that was not undertaken.

Technology Should Assist, Not Author.

Modern software increasingly contains automated or AI-assisted features that cannot always be separated from ordinary digital workflows.

These may include functions such as automatic masking, image correction, transcription, search tools, spam filtering, accessibility features or software processes operating behind the scenes.

We recognise that these technologies may be embedded within the tools and platforms we use, sometimes without a practical alternative.

We distinguish between technology that helps perform a mechanical or technical function and technology that replaces human authorship.

An automated feature may assist in carrying out a decision. It should not make the creative decision itself.

Where we have a meaningful choice, we choose human thought, human expression and human craft.

Transparency with Our Clients

If generative AI has materially contributed to a project, whether through a client-provided asset, a third-party supplier or circumstances outside our direct control, we will disclose that clearly.

We will not conceal or misrepresent its involvement.

Where a client requests the use of generative AI as a substitute for human creative work, we will explain our position and recommend a human-led alternative. We may decline work that requires us to act against these principles.

Our Values in Practice

Our approach to human creativity is guided by the following principles:

  • Creativity with intent: Every creative decision should have a purpose. We begin with the objective, audience and problem to be solved—not with the quickest way to generate an output. Our work should be considered, explainable and accountable to a real human need.

  • Story first: A genuine story cannot be separated from the people who have lived it. We shape brands and communications through conversation, context and understanding. We do not believe an organisation’s identity should be assembled from predicted patterns in other people’s work.

  • Backing the overlooked: We believe creative people deserve recognition, opportunity and fair value for their work. We will not knowingly use generative systems to avoid employing writers, designers, artists, photographers, developers or other creative practitioners whose expertise a project requires.

  • Community roots: Community-led work depends on trust, participation and lived knowledge. We work with people, not from assumptions generated about them. We listen where we do not have direct experience and respect the right of communities to shape how they are represented.

  • Craft, not flash: We value care over shortcuts and substance over spectacle. Good work takes judgement, refinement and attention. Technology can support that process, but it cannot replace the human responsibility behind it.

Our Commitment

We cannot control every technology embedded within the software, platforms and digital systems around us.

We can control the choices we make.

To the best of our ability, Form & Fable will continue to avoid generative AI and deliver work shaped by human thought, human collaboration and genuine creative care.

Because creativity is not simply an output.

It is one of the most human things we do.

Contact Us

For any questions about this policy or our approach to human creativity, please contact:

Form & Fable
hello@formandfable.com.au
Melbourne, Victoria, Australia

This policy was last updated on Friday 10 2026.