AI is here to stay, at least in its current iteration. Given its rapid evolution, it’s essential that as an agency, TMC continually learn to use it transparently, responsibly, and ethically, with our clients at the forefront of our decision-making.
This is especially critical in the healthcare and technology sectors, where accuracy, confidentiality and trust aren’t optional.
The rise of generative AI brings opportunity, but it also raises important questions. This is where the TMC AI Committee comes in; a team tasked to tackle some of the most pressing and complex questions head-on:
- How do we use AI without compromising clients’ security?
- How do we ensure the reputation and intellectual property of our clients are protected?
- How do we ensure our team is confident, aligned, and using AI with clarity and care?
At the core of this work is a commitment to strong AI governance, supported by risk mitigation strategies and a proactive approach to crisis management.
Why a Committee? Why Now?
“We created the Committee to give structure to something that, by nature, is fast-changing,” explains Tim McCloud, Founder and CEO. “It’s designed to help us explore AI at pace, without losing sight of security, ethics, and impact.”
“The TMC AI Committee brings together diverse perspectives from across the business, but with one shared goal to ensure AI is used in a way that’s useful, responsible, and always aligned with what matters most, our clients.”
The idea is simple but vital: act with curiosity and caution. Pause, to build something purposeful, something that reflects TMC’s commitment to ‘Create Positive Impact’ for every client and every team member, at every step.
A Team with a Clear Focus
We spoke directly with the TMC AI Committee to understand their perspectives and why a structured, deliberate approach to AI governance is now more important than ever.
From the Studio team, Creative Director Antony McNally brings an alternative lens to the conversation.
“AI can speed things up,” he says, “but the real value comes from people. As a creative tool, it’s brilliant for unlocking ideas, pushing past blocks, and giving us more space to be creative and strategic. But it’s our team’s insight, experience, and instinct that shape the work. AI complements that.”
From the Client Services team, Senior Account Executive Cecily Jacobs ensures that client protection is front and centre.
“We use AI with a client-first approach, and that means being crystal clear about the boundaries,” she explains. “Our focus is on protecting what matters most: confidential information, brand reputation, and intellectual property. That’s the foundation of strong AI governance and effective risk mitigation.”
From the Marketing team, Marketing Manager Mal Nowicka brings a data-informed and strategic perspective, making sure the team stays up-to-date and compliant in a fast-evolving space.
“The main part of using AI responsibly is staying informed,” she says. “That means keeping up with new exciting tools, yes… but also understanding changes in laws, regulations, and how platforms are evolving. We need to keep making sure we’re not just using AI effectively, but using it in a way that’s compliant, current, and in line with best practice.”
What This Means for Our Clients
“For our clients, it’s not just about what AI can do, but how we manage it,” says Tim McCloud. “That’s where the real value lies: in the AI governance, the boundaries, and the ability to move fast without increasing risk.”
It means clients can benefit from the speed and scale AI enables, underpinned by a framework designed to protect reputations, data, and long-term value. This translates into stronger, clearer guidance and a culture of continual accountability.
“It’s not about shutting the door on innovation,” says Cecily Jacobs. “It’s about asking the right questions early, so clients never have to worry about safety or compliance down the line.”
“We turn complexity into clarity,” adds Mal Nowicka. “That means staying ahead of legal and platform changes, translating them into simple, practical training and guidance, and making sure our teams, and our clients can move forward with confidence.”
“And just as importantly, it means creative thinking doesn’t get lost in the process”, says Antony McNally. “AI should raise the standard, not just the speed. Clients come to us for clarity, originality, and craft. AI can support that, but only when the thinking behind it is intelligent, not automated.”
This approach is embedded into every part of how TMC thinks and operates. It informs not only how we use AI internally, but also how we help clients stay ahead of change.
From one-to-one strategy sessions to industry masterclasses and a dedicated AI insights newsletter, TMC is actively shaping the conversation, offering practical, responsible guidance to those navigating this evolving space.
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