Using AI Responsibly: What Charities Should Keep in Mind Online

Artificial intelligence is now part of everyday digital life. From writing tools and image generators to automated scheduling and analytics, AI offers charities new ways to save time and improve efficiency.

Used thoughtfully, these tools can be genuinely helpful. Used carelessly, they can damage trust and create risks that are difficult to undo.

For charities, responsible use of AI is not about avoiding technology. It is about using it in ways that align with values, safeguarding responsibilities, and public trust.

AI Is a Tool, Not a Substitute for Judgment

AI can assist with tasks like drafting content, summarising information, or organising data. What it cannot do is understand context, consent, or lived experience in the way humans can.

Charities should always apply human judgment before publishing or sharing anything created with AI support. This is especially important when content involves people, sensitive topics, or emotional stories.

Technology should support decision-making, not replace it.

Safeguarding and Consent Must Come First

One of the biggest risks of AI-generated content isthe misuse of images or stories involving vulnerable people. Even when content looks realistic, it may be misleading, inappropriate, or unethical.

Charities should be clear about:

• Where images and stories come from

• Whether consent has been given

• How AI tools are being used, if at all

• Whether the content could cause harm or confusion

Protecting the dignity and safety of those a charity supports must always take priority over visibility or engagement.

Reputation Is Hard to Rebuild Once Lost

Trust takes time to earn and very little time to lose. If supporters feel misled, even unintentionally, confidence can quickly fade.

Responsible use of AI includes being transparent, avoiding sensationalism, and resisting the pressure to publish content simply because it performs well.

Long-term credibility matters more than short-term reach.

Practical Ways to Use AI Thoughtfully

Charities can still benefit from AI when it is used carefully. This might include:

• Supporting idea generation rather than final messaging

• Helping with structure while keeping language human

• Assisting with accessibility, such as clearer summaries

• Saving time on administrative tasks

The key is oversight and intention.

Choosing Care Over Convenience

AI will continue to evolve, and charities will continue to explore how it fits into their work. The challenge is not whether to use these tools, but how to do so responsibly.

At The Charity Hub, we encourage charities to take a thoughtful approach. One that prioritises trust, safeguards people, and keeps human values at the centre of digital communication.

If you are navigating questions around digital tools, ethics, or communication, we are always open to conversation.