AI & Technology

At Keywords Studios, we use AI to amplify human expertise, unlock new possibilities for our clients, and help our teams Imagine More. We believe the best outcomes come from combining human creativity, judgement and cultural understanding with responsible AI usage, enabling us to deliver exceptional experiences across games, entertainment and beyond. It’s not about replacing human creativity, it’s about supporting how we work and collaborate as a team. 

We believe that AI is a powerful tool and that the correct use of it can unlock new opportunities and make our work even more rewarding. So we are using it to elevate quality, multiply innovation, and scale effectively, within a robust governance framework that balances technical excellence with our regulatory, social and environmental responsibilities. 

Each Division and Function at Keywords Studios thoughtfully and transparently applies AI responsibly in approved instances to streamline workflows for the benefit of our clients and employees. We maintain creativity, cultural relevance, ethical standards and ensure legal and regulatory requirements are respected and met across our internal processes and our proportional, tier-based vendor relationships. Our approach ensures that AI works in aid of the human expertise that defines our services.

Key Focus Areas:

• Security / Governance: We utilise secure, enterprise-grade AI environments. Client IP, data, and assets are strictly ring-fenced and are never used to train public foundational models or shared across other clients' projects.
• Innovation: We use AI to help us push boundaries, with human insight continuing to shape creativity and engagement supported by a variety of creative tools.
• Sustainability: We use AI responsibly by aiming to understand and reduce our environmental and social impacts, engaging our suppliers to influence the sustainability risks associated with the tools and services we procure.

Client Commitments and Commercial Governance:

• Client-First Consent: We believe in full transparency. The use of generative AI in creating client deliverables is subject to explicit, prior client approval and aligns entirely with Keywords internal AI guidelines. 
• Legal Certainty: We utilise commercially safe AI tools in our processes that ensure our clients retain full ownership of all delivered assets, free from third-party IP infringement, subject to the rights granted by the underlying AI providers, or it is otherwise clear to both Keywords Studios and the client where this is not the case.

Empowering Our Workforce:

We see AI as a tool that helps our people do their best work. It can accelerate research, ideation and iteration, allowing our teams to spend more time applying the creativity, judgement and expertise that make a difference for our clients.

Our approach to AI isn't just about technology. It's about giving our people the skills, training and confidence to use these tools responsibly and effectively. We are committed to providing practical, role-specific training that helps employees evaluate AI outputs critically, protect data integrity and apply meaningful human oversight.

As AI continues to evolve, so will we. By combining human expertise with AI-powered tools, we can unlock new opportunities for our people, our clients and our industry while staying true to the quality and creativity that define Keywords Studios.