Responsible artificial intelligence
When a business entrusts its advertising budget to artificial intelligence, trust is the core of the service. That is why we have written down, publicly and verifiably, the principles we follow to design, use and govern AI in Alchemyx.
Ten principles
1. We always disclose where AI is at work. It operates at specific points: the guided brief, the engine that builds the plan and the studio that generates creatives. Users always know when they are dealing with an automated system.
2. AI-generated content is recognisable. Creatives produced with AI support are labelled as such, in line with European transparency obligations.
3. Human oversight, always. No AI output becomes a campaign without supervision: the plan is shown to the client before any purchase and the team monitors the systems.
4. The client stays in control. No spending starts without explicit approval.
5. Data belongs to the client. We never sell or transfer campaign data; we share it with artificial intelligence providers only to generate the requested creatives, choosing, where available, settings that exclude its use for training.
6. Security by design. Cloud infrastructure with access controls, separated environments and continuous monitoring.
7. Traceable decisions, transparent costs. Every plan is documented: which media, why, and on what schedule.
8. No discrimination. We check creative output for stereotypes and bias; planning relies on market data and official statistics, not on opaque profiling of people.
9. AI that serves people. It does not replace what business owners know about their market: it puts it at the centre.
10. Listening and continuous improvement. We collect feedback from platform users, and the team follows ongoing training on AI and its ethical and regulatory implications.
Our commitment under the AI Act
Regulation (EU) 2024/1689, the AI Act, takes a risk-based approach. Based on our assessment, the AI systems Alchemyx uses for media planning and creative generation are neither prohibited practices nor high-risk systems. The obligations closest to us are transparency obligations, which we treat as a starting point.
In practice: transparency on synthetic content (Art. 50), transparency when interacting with automated systems, AI literacy for the team (Art. 4) and close tracking of the regulation and the European Commission guidelines.
Code of ethics and sustainability
The responsible use of artificial intelligence is also one of the principles of the Code of Ethics and Conduct adopted on 19 October 2026, together with the Sustainability Policy: texts, targets and documents are on the Sustainability page.
A living commitment
We review these principles periodically and publish the updated version here. Questions and suggestions: info@alchemystlab.com.
Last revised: October 2026