BEST SUITED FOR
✓ SME owners & managers✓ Customer service leads✓ Marketing teams✓ CRM & operations managers✓ Anyone handling customer data
AI SAFE™
PROFESSIONAL PRACTICE GUIDE
Using AI in Customer Relationships
Whether you're using chatbots, AI-assisted customer service, personalised marketing or CRM platforms with built-in AI, your customer relationships are already changing.
The question isn't simply whether these tools are compliant.
It's whether your business understands how to use them responsibly, transparently and with confidence.
WHY THIS IS DIFFERENT
Customer-facing AI changes how organisations communicate, collect information and support decision-making throughout the customer journey.
Because these technologies interact directly with people outside your organisation, transparency, accountability and trust become just as important as the technology itself.
Most businesses don't realise how quickly customer-facing AI has become part of everyday operations:
Website chatbots
AI-assisted CRM systems
Automated marketing
Customer scoring
AI-generated responses
Many organisations begin using these capabilities through software updates and platform features, rather than deliberate AI projects — which means customer-facing AI often arrives before it's been reviewed, explained or governed.
This guide has been written specifically for that gap.
YOUR AI SAFE™ PATHWAY
Every profession guide follows the same structure
01
Understand
Learn how AI, data protection and professional responsibilities apply across the customer journey.
02
Implement
Introduce disclosure notices, registers and oversight processes for customer-facing AI.
03
Evidence
Keep the records needed to demonstrate responsible, explainable customer AI use.
04
Stay Current
Build on the foundations through AI Safe™ legal updates and Emerging Risk Intelligence.
WHERE CUSTOMER-FACING AI APPEARS
This guide covers AI across the customer journey
01
Website Chatbots
Understanding transparency, disclosure and customer expectations.
02
AI-Assisted Customer Service
Using AI to support enquiries while maintaining appropriate oversight.
03
Marketing & Personalisation
Managing AI-assisted communications responsibly.
04
AI-Supported Customer Decisions
Understanding where AI influences customer outcomes and when additional safeguards may be needed.
BUILD PRACTICAL CAPABILITY
This guide helps you answer questions such as:
Have we clearly explained where customers are interacting with AI?
Do we understand how our customer data is being processed?
Are we using AI to support decisions that could affect customers?
Do we know which suppliers process customer information on our behalf?
Could we explain how an AI-assisted customer decision was reached?
WHAT’S INCLUDED
What you'll be able to do
— Understand and explain customer-facing AI technologies across your business
— Give customers clear, transparent disclosure wherever AI is involved
— Communicate confidently using ready-made customer communication templates
— Track every customer-facing AI platform your business relies on
— Apply Article 22 correctly, with worked examples for common scenarios
— Check any new supplier or platform before customer data reaches it
— Know how long customer data should be retained, and why
— Start implementing from day one, with a Week One plan
INCLUDED IN YOUR IMPLEMENTATION PACK
Supporting evidence, not the headline
Customer AI Tool Register
Chatbot Disclosure Notice
AI Privacy Notice wording
Article 22 Decision Record
Customer Data Retention Schedule
Completed worked examples
Learn how to operate well — not just how to avoid a mistake.
ESSENTIAL
Using AI in Customer Relationships
Everything you need to introduce customer-facing AI with greater confidence, including practical guidance, ready-to-use templates and a clear week-one implementation plan.
£67
ENHANCED
SME Compliance Bundle
Everything most SMEs need to introduce AI responsibly—covering customer-facing AI, workforce AI and the legal frameworks that support confident decision-making.
£149
ENHANCED
Both SME Professional Practice Guides
Covers both sides of everyday AI use in a growing business—customer-facing AI and internal workforce AI—giving you a consistent approach across your organisation.
£129
COMPLETE
Full AI Safe™ Suite
The complete AI Safe™ implementation system, bringing together every guide, legal framework, template and governance resource needed to build responsible AI practices across your business
£229