AI use policy

At Cercle IA, we see artificial intelligence as a major opportunity to transform the way we support our clients. Far from being a threat, AI is a strategic lever that, when used well, allows us to go faster, further and with greater precision.

The role of AI is not to replace human intelligence but to augment it: fostering the emergence of new ideas, informing decisions and amplifying the impact of actions taken. This policy expresses our commitment to using AI ethically, effectively and transparently, in the service of our clients, our team and our partners.

1. Our objectives with AI

Our use of AI at Cercle IA serves three purposes: delivering more value to our clients, enabling our team's development, and adapting our activities to the new demands of the AI era.

These purposes translate into five operational objectives:

Better understanding our clients and their markets

• In-depth analysis of the competitive landscape
• Fine-grained understanding of audiences and their behaviour
• Setting up automated strategic intelligence

Leveraging and valorising shared knowledge

• Structuring and synthesising information from documents, interviews or raw data
• Enriching this knowledge with relevant external sources
• Building on project history to create a genuine organisational memory

Analysing available data

• Interpreting web, social media and campaign performance
• Detecting significant trends in client data
• Generating personalised reports and proactive alerts

Anticipating trends

• Detecting weak sector signals
• Modelling likely market or audience developments
• Simulating different strategic scenarios

Preserving our clients' resources

• Optimising the allocation of marketing budgets
• Automating repetitive tasks to free up strategic time
• Preventing reputational or performance risks

2. Our guiding principles in the use of AI

Our approach to AI rests on seven key principles:

Respect for privacy and the European framework

Compliance with GDPR, the AI Act and anonymisation of sensitive data. Exclusive use of secure, paid and properly configured tools.

Human responsibility and human in the loop

Systematic validation by a human expert at every key stage.

Professional development and human fulfilment

Developing the team's creativity and skills. AI is never used to undermine employment or monitor staff.

Environmental awareness

Responsible and efficient use of AI, avoiding unnecessary and energy-intensive applications.

Creating real value

Use only when a concrete benefit is delivered: a time saving, a gain in precision or improved anticipation. AI is not limited to cost reduction: we focus on solutions that bring more value to our clients.

Transparency and source selection

Cercle IA answers any client question about the methodology used in a deliverable. All our deliverables are considered AI-augmented, unless otherwise stated. Rigorous selection of sources, systematic documentation and strict respect for copyright.

Technological neutrality

Choosing tools based on their relevance, without exclusive dependency. Resilience in the event of failure or degradation of an AI service.

3. Best practices and examples

What we do

• ✓ Systematic human validation (human in the loop)
• ✓ Use of secure, GDPR-compliant tools
• ✓ Anonymisation of sensitive data
• ✓ Documentation and traceability of use
• ✓ Use of AI only when it delivers real value
• ✓ Continuous training for the team and support for clients
• ✓ Considered use, with attention to environmental impact

What we do not do

• ✗ No use of sensitive data in public AI tools
• ✗ No deliverables generated without human validation
• ✗ No blind reliance on AI for decision-making
• ✗ No use of AI to monitor or undermine employment
• ✗ No pointless or gimmicky automation
• ✗ No dependency on a single provider
• ✗ No use to deceive or spread misinformation

4. Awareness of risks and limitations

We recognise that AI, despite its considerable benefits, presents risks and limitations that must be understood and managed.

Data confidentiality and security

The use of external AI tools may expose sensitive information. We manage this risk through systematic anonymisation, the exclusive use of secure, GDPR-compliant tools, and strict access-management protocols.

Algorithmic bias and discrimination

AI systems can reproduce or amplify biases present in their training data. We diversify our sources, systematically validate results through human expertise and regularly question our analyses.

Excessive technological dependency

We deliberately maintain alternative manual skills, diversify our tools and ensure that every consultant can carry out their work without AI assistance if necessary.

Accuracy and reliability of results

AI can generate incorrect information or "hallucinate" data. We require systematic human validation, cross-reference sources and train our team to identify the limitations of the tools used.

Impact on employment and skills

We deliberately steer AI towards augmenting capabilities rather than replacing them, invest in continuous training and refocus our staff on high-value tasks.

Alignment and control

We maintain constant human oversight of all processes, clearly define the objectives of each AI application and reserve the right to halt any automated process that does not serve the client's interests.

Limitations of AI

We recognise that AI does not replace human judgement, empathy, creativity, strategic vision or deep sector expertise. It is a remarkable accelerator, but it never replaces critical thinking, contextual adaptation to the client's situation and validation through professional experience. These limitations are, for us, an asset, as they preserve the essence of advisory work: the human relationship and contextual relevance.

5. Commitment of the team, partners and clients

• Mandatory adherence: every team member or partner must adhere to and comply with this policy.
• Contractual value: in our relationships with clients and partners, this AI Use Policy carries the same weight as our general terms and conditions. In the event of a divergence with a client or partner's own AI policy, a point of balance must be found before commencing collaboration.

6. About this document

This AI Use Policy is a living document that reflects our vision of AI as a performance tool. In the face of constantly evolving technologies, we commit to:

• Preserving and developing human expertise as the core of our value proposition
• Continuously training and supporting our team in their own understanding of AI
• Continuously adapting our practices to the evolution of AI and its regulatory framework
• Evolving this policy through experience and dialogue with our clients, team and partners

Note: this AI Use Policy was developed using artificial intelligence for brainstorming, drafting and formatting, concretely illustrating our "human in the loop" approach. The content has been entirely reviewed, validated and adopted by the Cercle IA team. This policy is partly inspired by the "Responsible AI Manifesto for Marketing and Business" from the Marketing AI Institute, adapted to Cercle IA's specific context and priorities.