Our Artificial Intelligence Policy

Human stories. Human creativity. Human experiences.

Published: October 2026
Dale Liverpool Tours

At Dale Liverpool Tours, we believe the best experiences are created by people, for people.

Tour guiding is about far more than delivering historical information. It's about storytelling, passion, enthusiasm, shared experiences and, most importantly, human connection.

As artificial intelligence becomes part of everyday life, we recognise the opportunities it presents, but also the challenges it brings to our industry.

We believe tour operators should be open about how they use AI, especially when it comes to historical accuracy, creativity and the experiences they offer.

This policy explains where we stand, what we will and won't use AI for, and our commitment to keeping our tours and creative work human.

1. Our commitment to human-led experiences

All tours operated by Dale Liverpool Tours will be designed and delivered by people.

We will not use generative artificial intelligence to:

  • Design or write our tours, itineraries or scripts.

  • Replace human tour guides with AI-generated narration or automated storytelling.

  • Generate the personal stories or interpretations that form the foundation of our tours.

  • Replace genuine human interaction with AI-generated conversations or virtual guides.

We believe that the personality, knowledge, passion and lived experiences of a tour guide are what make a tour memorable.

Technology may help with the practical side of running a tour, but it will never replace the human connection at the heart of our experiences.

2. Historical research and accuracy

Historical accuracy is central to our work, particularly when telling the stories of The Beatles and Liverpool's heritage.

Generative AI can produce inaccurate, misleading or completely fabricated information, often presenting it with the same confidence as established facts.

For this reason:

  • We will not use generative AI as a source of historical information for our tours.

  • We will not rely on AI-generated research, quotations, historical interpretations or factual claims.

  • Our historical content will come from independent research, reputable publications, archival material, firsthand accounts and other identifiable sources.

  • We will take responsibility for the accuracy of the information we share with our guests.

When telling the stories of real people, places and communities, we have a responsibility to get those stories right.

AI-generated information is no substitute for proper historical research.

3. Human creativity and original content

We believe creativity should remain a human endeavour.

Dale Liverpool Tours will not commission, produce or knowingly publish generative AI-created:

  • Promotional photographs or illustrations.

  • Posters or advertising artwork.

  • Logos or branding.

  • Videos or other visual content intended to replace original human creative work.

  • Written storytelling or creative content intended to replace human authorship.

Our photography, branding, promotional materials and creative work will be produced by people.

We will not use AI to fabricate historical photographs or alter genuine photographs in ways that misrepresent people, places or events. We will not present AI-generated or manipulated imagery as authentic historical evidence or genuine contemporary photography.

We will prioritise genuine photographs, original artwork and authentic representations of Liverpool and its heritage.

We also believe in supporting the photographers, artists, designers, writers and other creative professionals whose work contributes so much to our city's cultural identity.

4. Limited administrative use of AI

We recognise that AI can be useful for small independent businesses, particularly when time and resources are limited.

Dale Liverpool Tours may use AI-assisted tools for certain administrative tasks, including:

  • Spelling, grammar and proofreading.

  • Organising and compiling business data.

  • Accounting administration and financial organisation.

  • Administrative planning and task management.

  • Technical website support and search engine optimisation.

  • Policy wording, legal wording and cross-referencing.

  • Other routine administrative tasks that do not replace human creativity, historical research or tour delivery.

AI may help us organise information or complete routine tasks, but it will not be responsible for making decisions on our behalf.

We remain responsible for everything we publish, communicate and deliver.

We will not use AI-generated material to misrepresent the origin or authorship of our work.

5. Accessibility and translation

One area where we believe AI could make a positive difference is accessibility.

We want as many people as possible to enjoy our tours, and we recognise that technology can help remove barriers that might otherwise prevent people from taking part.

We are open to exploring AI-assisted technology for:

  • Live translation and multilingual accessibility.

  • Transcription and captioning.

  • Communication support for visitors with additional accessibility requirements.

  • Other assistive technologies that make our experiences more accessible.

Any technology we introduce must support the human-led experience, not replace it.

We will also consider accuracy, privacy and the individual needs of our guests before introducing new systems.

6. Transparency and accountability

We believe our guests have a right to know how AI is used within our business.

We therefore commit to:

  • Keeping this policy publicly available.

  • Being open about where and how AI is used.

  • Disclosing meaningful AI involvement in our published work where appropriate.

  • Taking responsibility for the accuracy and authenticity of our content.

  • Reviewing this policy as technology develops.

We will not knowingly present AI-generated creative work as something produced by a human photographer, artist, writer or designer.

As AI continues to develop, we will consider new technologies carefully and assess whether they are compatible with the commitments made in this policy.

7. Our relationships with other businesses

Dale Liverpool Tours works with independent guides, cultural organisations, tourism businesses and creative professionals across Liverpool and beyond.

We want to work with people and organisations that value authenticity, responsible tourism and human creativity.

When commissioning work or collaborating on projects, we will make our expectations about generative AI clear.

We understand that other businesses may take a different approach to AI. Their independent use of the technology does not necessarily reflect our own practices or values.

However, we will not knowingly commission or endorse AI-generated creative work that goes against the commitments made in this policy.

8. Our promise to visitors

We believe the future of tourism should be shaped by people, not simply by technology.

AI may become increasingly capable of delivering information, but information alone doesn't create an unforgettable experience.

A great tour guide does more than explain what happened. They bring history to life, connect visitors with places and people, and create memories that remain long after a tour has finished.

These are the things that make tour guiding special, and they're worth protecting.

Our commitment is simple: whatever the future brings, the stories, creativity and experiences at the heart of Dale Liverpool Tours will remain human.

Policy owner: Dale Liverpool Tours
First published: October 2026
Review: Annually, or sooner if significant changes in technology or business practices require it.

Editorial disclosure: AI assistance was used to review and refine the wording, spelling and grammar of this policy. The underlying principles, commitments and decisions were determined by Dale Liverpool Tours.