Responsible AI Principles
EMKTG LAB — Last updated: 20 July 2026
At EMKTG LAB, we believe that artificial intelligence should support, not replace, human judgement. The same principles of AI Governance we advise our clients to adopt, we apply internally — to every tool, every process, and every output we deliver.
1. Human Oversight
AI-assisted outputs are generated using predefined and explainable rules. Where EMKTG LAB provides advisory recommendations or personalised deliverables, these are reviewed, validated and contextualised by a human expert. Automated diagnostic results are treated as inputs to human decision-making, not as final decisions.
We do not deploy AI systems that produce decisions with legal or similarly significant effects on individuals without meaningful human review.
2. Transparency
We are transparent about when and how AI is used in our work. Our AI-powered tools apply predefined, explainable scoring rules. We do not use black-box models for client-facing diagnostics.
Where AI contributes to a recommendation or report, this is clearly stated.
3. Privacy by Design
Personal data processed through our AI tools is handled in accordance with our Privacy and Cookie Policy and the GDPR. Data minimisation, purpose limitation and storage limitation principles are applied by design — not as an afterthought.
Assessment data used for benchmark development is always aggregated or anonymised. No individual or organisation is identified in any benchmark output.
4. Security
We implement appropriate technical and organisational measures to protect data processed through our AI tools. Access is restricted to authorised personnel. Data is transmitted over encrypted channels.
5. Responsible Use
Our AI tools are designed to support strategic, operational and organisational improvement. They are not intended to be used for surveillance, discrimination, manipulation or any purpose that conflicts with the fundamental rights of individuals.
We do not use AI to generate misleading content, fabricate data, or simulate expertise we do not possess.
6. Continuous Improvement
We regularly review our AI tools, methodologies and governance practices to ensure they remain accurate, fair and aligned with evolving regulatory standards — including the EU AI Act and GDPR.
Contact
For questions about our AI practices:
DE VINCE - EMKTG LAB Email: info@emktglab.com www.emktglab.com