Frank Care Marketing – AI use policy
Policy last updated: 30 January 2026
1. Introduction
Frank Care Marketing provides messaging, systems, and AI solutions tailored for care providers, including care homes and domiciliary care services and care tech providers. We use AI tools to improve our own operations and offer AI consultancy, training, and content creation for clients.
This policy outlines how we use AI responsibly, ethically, and transparently, in line with UK legal and regulatory standards.
2. Purpose of AI use
We use AI tools for the following purposes:
3. Who can use AI
Currently, AI is used by:
4. Client work and AI
When working with clients:
All AI activity for client work is logged in our project management software, including:
5. Data privacy and security
We do not input any personal, sensitive, or commercially-confidential data into AI tools during internal or client work.
In cases where we support system integrations for care providers (e.g. linking care software, CRM, and invoicing systems), we may have temporary access to care service user data. In these situations, we:
6. Custom AI solutions
We may provide clients with custom AI tools, including:
We commit to:
7. Bias, inclusion, and ethics
As part of our human review process, we check all AI-generated content for:
8. Legal and regulatory compliance
We align our use of AI with the following UK laws and guidance:
We commit to keeping client and care-related work within these legal boundaries.
9. Boundaries and restrictions
AI will not be used:
10. Transparency and auditability
We maintain a transparent record of AI use through:
11. Staying informed
We are committed to staying current with AI tools, risks, and regulations by:
12. Freelancers and Contractors
Frank Care Marketing works with freelance developers, CRM specialists, PPC specialists, and designers. While they are not direct employees, they may be involved in projects where AI tools could be relevant (e.g. content creation, campaign management, automation).
To maintain consistent standards, we require that all freelancers and contractors:
We reserve the right to audit or review any AI-generated materials submitted as part of their work. Contractors found to be using AI irresponsibly or outside of agreed terms may have their contracts terminated.
Where relevant, we provide clear guidance on approved tools and ethical expectations in our briefs or onboarding documents.
13. Public Statement on AI Use
At Frank Care Marketing, we use AI tools to enhance the quality, speed, and personalisation of our services – both for our own operations and for the care providers we support.
All AI use is carefully reviewed by a human, and we never use AI to replace professional judgement or personal interaction. We’re committed to ethical, transparent, and responsible AI use, and we follow UK data protection laws, CQC guidance, and industry best practices.
For clients, we only use AI when agreed in advance, and we never input sensitive or identifiable information into AI tools. Where custom tools are provided (e.g. private ChatGPT environments), they are hosted securely and remain under the client’s control.
Review & Updates
Policy owner: Founder, David Mance
Questions or feedback?
Contact us
Policy last updated: 30 January 2026
1. Introduction
Frank Care Marketing provides messaging, systems, and AI solutions tailored for care providers, including care homes and domiciliary care services and care tech providers. We use AI tools to improve our own operations and offer AI consultancy, training, and content creation for clients.
This policy outlines how we use AI responsibly, ethically, and transparently, in line with UK legal and regulatory standards.
2. Purpose of AI use
We use AI tools for the following purposes:
- Saving time in operations and content development
- Improving the quality and consistency of written content
- Supporting decision-making with summarisation and analysis
- Automating repetitive tasks
- Personalising communication
- Delivering client services including AI consultancy, training, and implementation
3. Who can use AI
Currently, AI is used by:
- The business owner
- Our marketing and operations manager
4. Client work and AI
When working with clients:
- AI use is always agreed in advance
- We document the tool being used, the type of content generated, and
- We clearly define what information may or may not be inputted
All AI activity for client work is logged in our project management software, including:
- The prompt used
- The output generated
- Reviewer notes and human oversight steps
5. Data privacy and security
We do not input any personal, sensitive, or commercially-confidential data into AI tools during internal or client work.
In cases where we support system integrations for care providers (e.g. linking care software, CRM, and invoicing systems), we may have temporary access to care service user data. In these situations, we:
- Only access systems with explicit client consent
- Follow UK GDPR principles for data minimisation and confidentiality
- Do not store or retain any personal data once the integration is complete
6. Custom AI solutions
We may provide clients with custom AI tools, including:
- A private version of ChatGPT hosted in the client’s Azure environment
- Integration of their policies and documents into a secure, private knowledge base
We commit to:
- Ensuring the solution is hosted securely and controlled by the client
- Not using client data to train external models
- Providing guidance on ethical use and the importance of human oversight
- Preventing use for clinical or care decisions without qualified human involvement
7. Bias, inclusion, and ethics
As part of our human review process, we check all AI-generated content for:
- Fair and respectful language
- Avoidance of stereotypes or biased assumptions
- Alignment with inclusive and ethical communication, especially in the care context
8. Legal and regulatory compliance
We align our use of AI with the following UK laws and guidance:
- UK GDPR and the Data Protection Act 2018
- Equality Act 2010
- CQC guidance on digital records, transparency, and risk
- ICO guidance on AI and data protection
We commit to keeping client and care-related work within these legal boundaries.
9. Boundaries and restrictions
AI will not be used:
- Without human oversight
- To impersonate clients or staff
- To make or support clinical decisions
- To input, generate, or store sensitive personal data
- In any way that violates our ethical standards or UK regulation
10. Transparency and auditability
We maintain a transparent record of AI use through:
- Logging prompts, outputs, and human review notes
- Gaining client agreement before using AI
- Explaining AI’s role in content creation when appropriate
11. Staying informed
We are committed to staying current with AI tools, risks, and regulations by:
- Monitoring updates from the ICO, CQC, and Digital Social Care
- Keeping up to date with AI news from sources like The Artifical Intelligence Show, Ben’s Bites and MIT Tech Review
- Engaging with professional networks in the care tech space
12. Freelancers and Contractors
Frank Care Marketing works with freelance developers, CRM specialists, PPC specialists, and designers. While they are not direct employees, they may be involved in projects where AI tools could be relevant (e.g. content creation, campaign management, automation).
To maintain consistent standards, we require that all freelancers and contractors:
- Do not use AI tools on our projects without prior agreement
- Follow the same principles of human review, fairness, and transparency
- Do not input any client data or sensitive information into AI tools
- Do not use AI to generate or impersonate communications on our behalf
- Inform us if they plan to use AI tools as part of their workflow
We reserve the right to audit or review any AI-generated materials submitted as part of their work. Contractors found to be using AI irresponsibly or outside of agreed terms may have their contracts terminated.
Where relevant, we provide clear guidance on approved tools and ethical expectations in our briefs or onboarding documents.
13. Public Statement on AI Use
At Frank Care Marketing, we use AI tools to enhance the quality, speed, and personalisation of our services – both for our own operations and for the care providers we support.
All AI use is carefully reviewed by a human, and we never use AI to replace professional judgement or personal interaction. We’re committed to ethical, transparent, and responsible AI use, and we follow UK data protection laws, CQC guidance, and industry best practices.
For clients, we only use AI when agreed in advance, and we never input sensitive or identifiable information into AI tools. Where custom tools are provided (e.g. private ChatGPT environments), they are hosted securely and remain under the client’s control.
Review & Updates
Policy owner: Founder, David Mance
Questions or feedback?
Contact us