AI usage policy

Artificial intelligence (AI) is a topic that is strongly shaping public and industry-specific debate. The use of AI tools in everyday working life generally offers opportunities but also risks. It changes work processes, the quantity and the quality of output. At Wisse Kommunikatie, our focus is on innovation in all shapes and sizes. We deliver high-quality services that help our clients succeed and add value to their businesses. As a result, we are constantly working to improve our business processes and the use of AI for day-to-day tasks is agreed with the management. Without neglecting its risks, we believe that utilizing AI will help us to support our customers even better and achieve even greater results for our customers.

As a practical basis for the use of AI, Wisse Kommunikatie has committed to this guideline. The policy sets out the specific requirements that our team must follow while working with AI technology, either for internal use, within external communications or when working on behalf of clients. The guideline is based on directives on the use of AI in PR as drafted by our German partner agency HBI, who used the guidelines issued by the German Council for Public Relations (DRPR), the body of voluntary self-regulation of PR specialists in Germany, as starting point. In addition, Wisse Kommunikatie is committed to the responsible use of AI that follows ethical guidelines.

Area of application

This policy applies to the use of AI by all individuals working at Wisse Kommunikatie, including employees at all levels, management, interns, etc. The use of AI relates to different areas such as support for research, topic identification, content creation and distribution, data analysis and distribution, evaluation, and classification.

Our Policy

All team members are expected to follow the practices below when working with AI technologies. Disciplinary action may be taken against any team member who breaches this policy.

1. We protect the integrity of personal information

Personal data are generally not allowed to be entered into AI tools. All principles of the General Data Protection Regulation (GDPR) must be observed. This applies to both information on customers and Wisse Kommunikatie staff.

2. We regard human supervision and control as mandatory

AI tools can create largely automated editorial content in text, image, sound, and video for example. It is becoming increasingly difficult for recipients to recognize the degree to which they have been created with AI support.

• Wisse Kommunikatie only uses AI under human control.
• The use of AI is a supplement to human work.
• The responsibility for all content (co-)generated with the help of AI always lies with a real person.
• We respect human autonomy and the primacy of human decisions.
• Sources provided by AI are validated for their accuracy.
• AI results must always be verified before being shared with clients.
• If AI tools are used to translate or transcribe documents into other languages, these are validated by an Wisse Kommunikatie employee before the translation/transcription is published/processed.

3. We use AI in a responsible and ethical way

• Wisse Kommunikatie makes it transparent when AI-generated content appears to be a reproduction or representation of past or present reality (e.g. photographs).
• We use AI software whose application is ethically justifiable in terms of justice, fairness, respect, equality, diversity etc.
• AI is never used
  • to create deep fakes to manipulate the public
  • to create or spread misinformation or disinformation
  • to make decisions in the field of HR that could affect individuals (e.g. for recruitment purposes)
  • to imitate the voice or style of a real person who is not an employee or a Wisse Kommunikatie customer. Exceptions are possible by prior arrangement, but in any case, the knowledge and written approval of the affected person is mandatory
  • to correct a voiceover, unless agreed in writing with the speaker concerned
• The content created by AI tools is always reviewed by humans to ensure that bias is identified.
• Team members are always responsible for the “human ultimate decision”.

4. We are open towards AI, and we live cooperation

• Subject to the aforementioned points, Wisse Kommunikatie is generally open to the use of AI.
• If an AI system supports internal processes or helps us to benefit our customers, we use this opportunity.
• If a client wishes to use AI more extensively than suggested by Wisse Kommunikatie, we discuss the risks in a detailed consultation and weigh them up against the benefits.
• If a customer, partner, service provider or other third party makes special requests or approaches to the use of AI before the conclusion of a contract, which deviates significantly from how Wisse Kommunikatie uses AI or will use AI in the course of time and technical progress, Wisse Kommunikatie reserves the right to take these into account when drawing up contracts and to modify previously submitted offers.
• Should a customer, partner, service provider or third party, after the conclusion of a contract, i.e. in an ongoing contractual relationship, introduce special wishes or approaches to the use of AI which deviate strongly from how Wisse Kommunikatie uses AI or will use it in the course of time and technical progress, Wisse Kommunikatie reserves the right to adapt the existing contracts together with the customer, partner, service provider or third party or, if necessary, to terminate them.
• Wisse Kommunikatie will support its clients in preparing for AI by sharing its knowledge upon request. Wisse Kommunikatie also helps with the practical application of AI upon request.
• In any case, Wisse Kommunikatie does not consent to the non-ethical use of AI.

We are committed to continuously monitoring the processes used at Wisse Kommunikatie in dealing with AI. Due to the high dynamics of AI applications, Wisse Kommunikatie will continue to develop its position on the use of AI and revise its policy if necessary. Current debates and regulations of other parties (e.g., European Union, Ethics Council) will be considered, as well as our agency’s experiences with AI. We consider exchanging experiences with our customers and third parties as fundamental for how AI should be integrated into the agency in the long term. To keep pace with the latest developments, Wisse Kommunikatie will engage in AI and ethics education preparing us for the new tasks ahead.

If you have any questions, concerns, or suggestions regarding the use of AI technology at Wisse Kommunikatie, you are welcome to contact us at info@wisse-worldcom.nl.