Learn about 大象传媒's position on the use of artificial intelligence and the benefits it can bring for the work we deliver and the wider adult social care workforce.
At 大象传媒, we believe digital technology is vital to the ongoing development and innovation of the social care sector, to ensure people receive the best possible support to live their lives well.
大象传媒 has pioneered the use of digital technology in social care, and we're aware of the growing benefits which the effective and ethical use of artificial intelligence (AI) can bring for our workforce and communities.
We're keen to use our position in the sector and as a charity to work with AI to understand the ways that this technology could improve the quality, personalisation and affordability of high-quality social care.
We're currently in a phase of exploration ourselves into how we can use AI to best support our own work and that of the social care sector, ensuring that we direct our charitable expenditure in the most efficient and effective ways to make the biggest impact for the sector.
As an organisation that has people at its heart, we believe in using AI in a responsible way. We are currently developing a policy to ensure that AI usage is consistent with our values and ethical guidelines, and in accordance with our data protection and information security controls.
We're also committed to ensuring that we use AI in a manner which supports not replaces the work of people, by reducing administrative burden to free up time to focus on strategy and creativity. This will allow us to combine human expertise and deep sector experience with the affordances of new technological advances.
We strive to use AI in an open and honest way across our work and look to understand and safeguard against the disadvantages of an emergent technology by educating and working with our staff and partners to identify and understand ethical considerations around AI. These include diversity, accuracy, intellectual property, lived experience and authenticity in our work, and environmental sustainability.
Our commitment goes beyond internal use, current activities include:
- developing an internal AI policy setting clear rules for responsible use
- regularly convening a Digital Reference Group consisting of external stakeholders to advise us on emergent use of technology including AI
- providing an Impact Fund which recently invited applications for projects that demonstrate innovation in social care including new and alternative uses of technology
- running an ongoing AI Community of Practice where staff get together and share ideas, tips, and best practice
- convening an AI in Social Work Summit in partnership with Social Work England in May 2026 to explore opportunities and challenges with sector partners
- collaborating on the Oxford Project: The Responsible Use of Generative AI in Social Care, helping shape ethical frameworks for the sector.
Published March 2026