AI Policy

Last updated: 19 August 2026

1. Purpose of this AI policy

Branding Guru B.V. is an AI-first digital agency. This policy explains how we use AI, how we meet EU AI Act transparency duties (especially Article 50), and what you can expect from us. It does not replace our terms or privacy policy.

2. Our role: provider and/or deployer

• Deployer: we use third-party AI tools (e.g. coding assistants, generative text/image models) under our authority for client work and internal processes.
• Provider: when we develop, train or place an AI system on the market for a client (e.g. AI assistants, chatbots, AI to product), we may act as a provider with corresponding obligations.

Each proposal states who is responsible for which AI system, the risk level, and which transparency or documentation duties apply.

3. What do we use AI for?

• Vibe coding and AI-assisted development
• Stabilising and productising AI prototypes (AI to product)
• Automations and AI agents / workflows
• Concepts, copy, design variants and internal productivity
• Support for analysis where relevant, always with human review on delivery

4. Transparency (Article 50 AI Act)

4.1 Interaction with AI

If you interact directly with an AI system from or via Branding Guru (for example a chatbot or virtual assistant), we inform you clearly at the first interaction, unless this is obvious from the context. Hiding the notice deep in terms is not sufficient.

4.2 Synthetic content

Systems that generate audio, image, video or text are subject to marking and/or labelling duties. Where we are the provider of such a system, we implement machine-readable marking as far as technically feasible. Where we publish deepfakes or AI-generated content covered by Art. 50(4), we label it visibly at first exposure, unless a legal exception applies (e.g. artistic/satirical with appropriate disclosure, or editorially controlled public-interest text).

4.3 This website

Our marketing website may include AI-assisted content or visuals. Where labelling is required, we do so. Human editors remain responsible for published claims about our services.

5. Human oversight

Client deliverables (code, copy, designs, reports) are reviewed by our team before final delivery, unless expressly agreed otherwise (e.g. experimental demos). AI output is a tool, not an autonomous decision-maker about your business.

6. Prohibited AI practices

We do not use AI for prohibited practices under the AI Act (Art. 5), such as government social scoring or harmful manipulation. We only deliver high-risk AI (Annex III) if expressly agreed, with the required risk management and documentation (including technical documentation where Art. 11 applies).

7. Data and confidentiality

We ask clients not to paste unnecessary personal data or secrets into public AI tools. For engagements we apply privacy-by-design, processor terms and confidentiality as set out in the proposal and data processing agreement.

8. No warranty of correctness

AI can produce incorrect, incomplete or biased output. You remain responsible for validating AI-assisted results in your business context, unless agreed otherwise in writing.

9. Contact

Questions about AI use or transparency: service@branding-guru.com.