AI and Privacy Policy

AI Policy

EVA Ethical AI Principles

EVA is a UK-based startup business consultancy that offers organisations training and advice about building trust in technology by adopting responsible technology and ethical AI principles.

As an emerging business, EVA is committed to adopting ethical AI in its practices, as this is not an issue solely for enterprises. Conscious and responsible AI adoption is a vital step in building digital trust, which is good for users and good for business.

EVA’s ethical AI principles: 

1. AI use will be disclosed transparently

When AI is used to create content, it will be labelled via watermarking, metadata or descriptions to include the tools and, where feasible according to the medium, the prompts used. Labelling generative AI content will become a requirement of the EU AI Act.
 
Automated tools like chatbots will be labelled. Users can bypass the tool to contact us using alternative methods, e.g. phone or email. 

This webpage will be regularly updated to clarify AI use on the website and within the organisation.

AI will be used to:

·       Source research materials

·       Act as an editorial assistant by suggesting edits and summaries before human oversight

·       Transcribe, translate and enhance texts, audio and video

·       Generate video, graphics and design layouts for marketing and training materials

·       Segment customers based on job function, country, and previous interactions

·       Personalise and distribute sales and marketing messages

·       Automate sharing of customer information between systems

Due to risks of misinformation and bias, AI will not be used for:

·       Recruitment

·       Generating texts

·       Automated conversations

·       Customer segmentation based on gender, race, age, political belief or other personal characteristics

2. AI content will always have a human-in-the-loop

For all factual information produced using AI, the output will be human-verified to correlate with trusted media sources.

3. AI in the supply chain will be verified

According to the EU AI Act classification, EVA is a deployer of low-risk AI systems operating outside the EU. Although not required to, we believe AI tools’ outputs should be interoperable to meet the EU AI Act. Where possible, through media reports, data and security policies, we will verify that AI system providers we use are committing to meeting these regulations, sourcing training data ethically and securing our data.

4. AI will be used for the common good

EVA shares best practices in responsible technology through digital channels and client advice. We believe AI is a force for accelerating learning and growth in the long term, not for reductionist activity to save costs in the short term. It should be used for the common good – in our case, streamlining the creation and distribution of information so we can spend more time creating and sharing knowledge.

5. AI will do no harm

We will not use or advise on the use of AI for activities which could lead to harm. This includes:

Harmful organisations
We will not work with organisations that may use AI for activities that harm individuals or the environment—this includes oil and gas, tobacco, political lobbyists, military and organisations linked to governments that do not support the Human Rights Act.

Detrimental to the creative economy
We will not deliver services where the outcome is to reduce or deskill workers in the creative economy without provisions for skilling and retraining, or using generative AI to contravene copyright legislation.

Changes to this policy: Use of AI and legal frameworks are evolving rapidly. We will update this page as our usage of AI and regulations change. 

Privacy policy

This privacy notice tells you what to expect us to do with your personal information.

Our contact details

Email

info@  +  This website domain. 

What information we collect, use, and why

We collect or use the following information to provide services and goods:

·   Names and contact details

·   Addresses

·   Website user information (including user journeys and cookie tracking)

·   Call recordings

We collect or use the following information for service updates or marketing purposes:

·   Names and contact details

·   Addresses

·   Marketing preferences

·   Recorded images, such as photos or videos

·   Call recordings (with permission from all participants)

Lawful bases

Our lawful bases for collecting or using personal information to provide services and goods are:

·   Consent

·   Legitimate interest:

o  People with responsibility for AI and customer data in their business.

Our lawful bases for collecting or using personal information for service updates or marketing purposes are:

·   Consent

·   Legitimate interest:

o  People with responsibility for AI and customer data in their business.

Where we get personal information from:

·   People directly

·   Third party data providers

·   LinkedIn Sales Navigator

How long we keep information

Up to 6 months

Who we share information with

Data processors: EVA Digital Limited

This data processor does the following activities for us: Direct emails

Your data protection rights

Under data protection law, you have rights including:

Your right of access - You have the right to ask us for copies of your personal data.

Your right to rectification - You have the right to ask us to rectify personal data you think is inaccurate. You also have the right to ask us to complete information you think is incomplete.

Your right to erasure - You have the right to ask us to erase your personal data.

Your right to restriction of processing - You have the right to ask us to restrict the processing of your personal data.

Your right to object to processing - You have the right to object to the processing of your personal data.

Your right to data portability - You have the right to ask that we transfer the personal data you gave us to another organisation, or to you.

Your right to withdraw consent – When we use consent as our lawful basis you have the right to withdraw your consent.

You don’t need to pay a fee to exercise your rights. If you make a request, we have two weeks to respond to you.

To make a data protection rights request, please contact us: info@ this website domain.

How to complain

If you have any concerns about our use of your personal data, you can make a complaint to us using the contact details above.

If you remain unhappy with how we’ve used your data after raising a complaint with us, you can also complain to the ICO.

The ICO’s address:           

Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF

Helpline number: 0303 123 1113

Website: https://www.ico.org.uk/make-a-complaint

Page last updated: 22 May 2024

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