AI TRANSPARENCY POLICY
AI is transforming the way businesses and large organizations interact with their customers: From AI chatbots responding to customer queries to AI-generated marketing content, 17%* of companies are piloting or experimenting with AI in sales and marketing.
Why I've introduced an AI Transparency Policy
As an independent consultant operating across multiple countries and time zones, I also rely on generative AI and AI agents to increase my efficiency and stay competitive. However, in a market increasingly flooded with generic, automated content, authenticity and transparency remain my highest priorities.
That's why I voluntarily developed clear AI transparency and disclosure guidelines aimed at informing my clients, partners and stakeholders on how my content is created.
How I disclose AI usage in my content
Whether it's an email, a social media post or an eBook, every piece of content I create -whether shared with a small audience or at scale- is now classified into three categories:
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Not AI-generated: At least 80% of the content was created by a human; other component (<20%) are created or optimized using AI.
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AI-Enhanced: At least 50% of the content was created by a human; the remaining 50% was either created from scratch, co-created or improved using AI (example: An email translated into a different language).
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AI-Generated: ~100% of the content was AI-generated (example: An automated confirmation message when submitting a contact form on my website)
This policy is being rolled out across all my communication channels, and the content category will be clearly visible.
If you have any questions, or feedback, please do get in touch:
ai-transparency@em-marketingconsulting.com
FREQUENTLY ASKED QUESTIONS
Is an AI transparency policy mandatory for my travel brand or business?
Recently, the EU introduced an AI transparency framework aimed at AI providers and deployers of AI systems, to distinguish AI interactions and AI-generated content from human-created and authentic content; Other governments and institutions might follow suit. While you might not be legally required to comply with this framework, choosing to voluntarily develop and enforce your own transparency guidelines could be a smart way to future-proof your brand equity in the age of infinte AI content.
What systems are in place today to distinguish human- from AI-generated content?
The landscape is heavily fragmented, with each platform integrating their own system to differentiate human- from AI-generated content. Anthropic will watermark text generated by its models, including Claude, while Substack launched a tool that users can use to identify AI-generated content on the platform.
What other guidelines exist with regards to AI transparency in communications and advertising?
Several frameworks and guidelines exist to help brands develop transparent communications, including with AI. Some examples include the United Nation’s xyz and the Conscious Advertising Network’s (CAN) Guiding Principles.