Clients are asking for AI protocols (and most designers don’t have them)

For the past six months, we’ve been watching government AI policies across Australia. What started as bureaucratic guidelines is now becoming client procurement requirements.

It’s no longer about whether you use AI, it’s about proving you use it responsibly. State governments across Australia have published detailed AI policies expecting transparency, human oversight, and documented processes. Our clients must be reading the same policies.

The question they’re asking: “How do we benefit from AI while mitigating risk?”

In the past month, three of our mentoring clients have been asked about AI protocols in new business pitches. Two lost work because they couldn’t answer confidently.

The client expectation shift

Corporate clients aren’t just curious about AI, they’re requiring evidence of responsible use. Government policies in WA, Victoria, and Queensland all emphasise the same principles:

Transparency: document and disclose where and why you’ve used AI
Human oversight: show how human judgement guides AI output
Quality control: demonstrate fact-checking and bias management
Data protection: ensure client information stays secure

These aren’t suggestions, they’re becoming standard procurement requirements.

Agencies embracing AI

There are agencies taking the lead, like Taylor and Grace who’ve already codified their AI use for brand research. They clearly explain what AI tools they use (transparency), why they use them (benefit), and how senior strategists verify all outputs (human judgement). Clients see this as professional competence, not just transparency.

Howartson and Co launched Plus Also Studios specifically to service clients with AI-enabled, fixed-price products. They’ve turned AI capability into a competitive advantage.

Both agencies answer client questions before they’re asked.

The protocol gap

Most design studios use AI but can’t explain their process when clients ask. They lack:

clear documentation of AI tool usage
quality control procedures
data protection protocols
human oversight frameworks.

The result: Clients see risk and will migrate to agencies who can demonstrate responsible AI use.

What clients really want to know

Which AI tools do you use and why?
How do you protect our confidential information?
What human oversight ensures quality and accuracy?
How do you prevent bias in AI-generated content?
Can you prove compliance with our data policies.

How to write your AI protocol

Keep records for transparency, accountability and learning, not bureaucracy. A basic 30 second entry is much better than a complex system nobody uses.

A few ideas:

Add AI usuage fields to your PM tools like Streamtime and Asana. Include detail like:

Who was the designer using AI
Why AI used (eg time/budget/research)
AI Tool used
Phase of project AI used (research/mock-up)
Cut/paste of prompts (handy for learning)
What was used from AI output (if anything)
Human input: what was edited/refined

Tag tasks that involved AI tools
Include AI usage in time tracking entries
Save AI outputs with clear naming: ClientName_AITool_Date_Version
Keep original AI outputs separate from final refined versions

Next steps

We’re seeing this shift accelerate. Agencies documenting their AI protocols now will win the pitches in the future.

The agencies winning new business aren’t necessarily the most AI-savvy, they’re the ones who can clearly explain their AI protocols to nervous clients.

While most designers are still figuring out which AI tools to use, smart agencies are documenting how they use them responsibly.

We’ve prepared an AI protocol cheat sheet – email me if you’d like a copy.

As always, happy to discuss further, just email Carol

Carol Mackay

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About Carol

After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.

Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.

I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.

Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.

Always happy to chat, I can be contacted here.