English French

THE USE OF GENERATIVE AI FOR CREATION AND COMMUNICATION

AI AI

 

AI 10 COMMANDMENTS

 

1. Verify that the AI tool is authorised

Always find out about the Generative AI tools ("GenAI tools") selected and approved by Geopost before using them.

If this information is not available, or if the GenAI tools are not validated by Geopost, refrain from using them, or reach your point of contact to request an assessment and prior validation of the GenAI tool from Geopost.

 

2. Verify that the use of generative AI is authorised

Define the objective and purpose behind the use of generative AI ("GenAI"). This includes in particular:

  • Ideation: Example: generating preliminary concepts or ideas, ideas for advertising campaigns, public communications or posts on social networks, internal communications, proposing strategies, etc;

  • creative enrichment: Example: adding, retouching by AI, production of visuals, videos or editorial content;

  • production of in-house media: Example: visuals or content for presentations, guides or brainstorming sessions, analysis of marketing data.

 

3. Set up a secure environment

Work only on private, secure servers approved by Geopost, e.g. provide restricted access for project members to exchange outputs.

Configure GenAI tools in secure mode by systematically activating the highest confidentiality modes and deactivating the "model training or "data reuse" options in the tool parameters, if available.

 

4. Comply with Geopost's legal and ethical framework and values

There are 3 levels of fundamental rules:

  • legal and regulatory framework: in particular those relating to AI regulation, intellectual property, the protection of personal data and business secrecy;

  • ethical rules relating to the use of AI: avoid bias or discrimination in the content generated, do not manipulate information, maintain the integrity of personal data and consent, be transparent in the use of AI tools, maintain human control;

  • Geopost's internal rules and values: outputs must reflect Geopost's visual identity and values.

 

5. Protect the integrity of inputs

Any request sent to a GenAI tool entails the transmission of data to the company operating the tool. It cannot be excluded that these companies will reuse the data submitted by Geopost teams to the GenAI tool.

Verify carefully the information, data you intend to use in GenAI tools, as the data entered into a GenAI tool may become public (for the training of models, in case of leak etc.).

To that sense, avoid including in your prompt any elements that could be prejudicial to Geopost or third parties, such as:

  • business secrecy: Example: unpublished marketing strategies; strategic marketing data, client’s data analysis;

  • personality rights: Example: the right to the image of an identifiable person (models, influencers, etc.);

  • personal data: Example: names, addresses, or any other client information. The data used must always be anonymised and processed securely. No data directly or indirectly enabling the identification of Geopost team members, clients or partners may be used;

  • sensitive or confidential information: Example: unpublished visuals, current projects, information subject to confidentiality agreements;

  • content protected by Geopost or third-party intellectual property rights: no Geopost brand, logo, prototype or project should be communicated to the GenAI tool in order to prevent these elements from being used to enrich the GenAI platform database. Also avoid in your prompts asking to imitate the style of an artist, a competitor's brand or to reproduce protected elements (logos, designs, creations protected by intellectual property rights) of third parties.

 

6. Document the creative process

The use of GenAI tools in your projects must always be transparent. File the following items in the corresponding folder with full documentation, including in particular:

  • the exact prompts used and dated, including their successive versions: keeping the prompts helps to better understand the result obtained and to justify any action taken;

  • the documents and visuals eventually used;

  • the outputs (results) obtained and manual modifications made to the outputs.

              Best practice advices:

  • Always be transparent internally about the use of AI-generated content. Do not hide the fact that an output has been produced/enriched using a GenAI tool;

  • add the statement "generated using [name of GenAI tool used], to make it easier to identify this content internally;

  • Keep proof of validation obtained from the legal/marketing/communications department if required;

  • regularly assess the risks and adapt your practices to the new functionalities of the GenAI tools, in a context of a fast-changing environment.

 

7. Work with compliant service providers

When you work with external service providers (e.g. advertising agencies), make sure that they comply with these same rules by including specific contractual obligations, such as:

  • prohibition on using their own GenAI tools without prior validation by Geopost;

  • obligation to document their creative process and guarantee that their outputs comply with applicable laws and Geopost's values;

  • ask that all AI-generated content be clearly identified as such in their deliverables to ensure total traceability and transparency;

  • ensure that the service provider has a contractual guarantee covering the risks associated with the use of creations generated by the GenAI tools and delivered to Geopost.

 

8. Verify each output before use

GenAI tools are not reliable sources of information. The content produced by a GenAI tool may include errors, biases or even plagiarism, so its reliability and results must always be questioned, carefully and critically reviewed.

GenAI must never replace human creativity and expertise. The content produced by GenAI tools must always be analysed and verified: 

  • review the output: greater care must be taken with content intended for publication (internal or external) or on which a strategy is based;

  • sanity check that the output complies with applicable laws, and that it does not contain elements protected by third-party rights (trademarks, logo, copyright, designs and models);

  • make sure that the output respects Geopost's internal ethical values: delete any false, hurtful, discriminatory or inappropriate content likely to harm Geopost or its brand image;

  • assess whether an "AI-generated" statement should be added in accordance with the applicable legal framework, in particular the AI Act if there is a high risk of deception.

 

9. Comply with governance

Submit any content intended for external use (advertising campaigns, communications, social networks) to:

  • the GenAI point of contact, if any;

  • to the Legal department for clearance in the event of the use of an output in an external campaign, or in the presence of inspired elements, any doubt about potential copyright infringement or any other infringement to third-party protected rights;

  • to the marketing/communications departments for final approval.

In the event of an incident, report any litigious output or third-party complaint immediately.

 

10. Sustainable development

The use of GenAI tools is associated with a significant energy cost and environmental impact. It is therefore crucial to take these impacts into account and to make reasoned and responsible use of GenAI.

We invite you to make reasonable and moderate use of GenAI and to limit their use as far as possible to what is necessary. We seek to choose solutions that consider the principles of sustainability and environmental issues.