Clients now ask agencies how they use AI, often in the RFP. This page gives you the two documents that answer them: a plain-language AI statement to publish and send to clients, and numbered AI clauses for your contract. When we read 104 small agency websites in October 2026, only 2 published an AI policy (the audit). Not legal advice: have your own counsel review the addendum before you sign with it.

How to use this template

  1. Fill in the AI tool register below. Both documents describe how you really work, so start from the tools you use today.
  2. Edit the client AI statement: delete the uses you do not have, replace "a senior member of our team" with the role that approves work, and delete the optional sections that do not apply (each says when to keep it).
  3. Publish the statement on your website, linked from the footer next to your privacy policy, and send it with every proposal.
  4. Add the AI addendum to your master services agreement or statement of work after your lawyer has reviewed it. Fill in [Agency name] and [Client name], remove the purposes in clause 2 you do not use, delete the optional clauses that do not apply and renumber.
  5. Work through the checklist at the bottom, then review both documents every quarter or whenever you add a tool.

1. AI tool register

Keep one row per AI tool your team uses on client work. The two example rows show the level of detail clients ask for.

Tool Plan and terms Used for Client confidential data allowed Who approves the output Last checked
Example: ChatGPT Business plan, no training on inputs First drafts of copy, research summaries Only with written client consent Account director YYYY-MM-DD
Example: Image generator Paid plan, commercial use allowed Concept images for campaigns No Creative director YYYY-MM-DD

The uses the statement and the addendum cover: Research, analysis and summaries; Drafting copy and content; Images and design; Video, voice or audio; Ad variations and campaign optimization; Reporting and data analysis; Code, websites and automations; AI agents that act on accounts (publishing, bids, messages).

2. Client AI statement

Publish this on your site and send it to clients before they ask.

How we use AI in our work

We use AI tools in parts of the work we do for you. This note sets out where, how a person checks the work, and how your data and your rights are protected. You can ask us about any of it at any time.

Where we use AI

We use AI tools for: