This is a question I get asked frequently, and there is no single right answer, so I am going to give you my view and the reasoning behind it.
Should you tell your clients that you use AI in your practice?
My position is that you do not owe your clients a line-by-line disclosure of every tool you use to do your work. You do not tell them which booking system you use, which email client you write from, or which research tools you consult when building an itinerary. AI is a tool in your professional toolkit, and the output your client receives is your work, reviewed and approved by you.
Where disclosure becomes appropriate is when the nature of the output makes it relevant. If a client asks whether something was written by AI, answer them directly. If you are providing information that was generated by AI and you have not had time to verify every detail, say so. If your agency has a policy on AI use, follow it and communicate it clearly.
What I would caution against is pre-emptive, defensive disclosure that frames AI use as something to apologise for. It is not. It is a professional practice that allows you to serve clients more efficiently, more consistently, and with more attention to the things that require your personal expertise rather than your typing speed.
The test is simple: does the client receive work that meets your professional standard? Is it accurate? Is it considered? Does it reflect their needs? If the answer to all of those is yes, then the question of which tools you used to produce it is a matter of professional process, not client concern.
If the answer to any of those is no, the tool is not the problem. The review process is. And that is always within your control.
