Effective date: March 1, 2025
Version: 1.00
Policy owner: AI committee: Zineb Dina Kettani, Antoine Fournier, Olivier Nadeau
Policy owner Email: [email protected]
Next review: March 1, 2026
Table of contents
Spritz, social + numérique, and POP, culture + numérique integrate artificial intelligence (AI) to optimize our marketing services and enhance customer experience. We believe in an ethical, responsible, and transparent use of these technologies, aligned with our core values of creativity, inclusion, and innovation.
This policy establishes a clear framework for AI use within our internal processes and client services while ensuring compliance with applicable laws in Quebec, particularly in data privacy and governance.
This policy aims to:
This policy provides a clear framework for AI use within our divisions, ensuring alignment with applicable laws and regulations in Quebec and Canada. Spritz, social + numérique and POP, culture + numérique recognize AI’s strategic role in optimizing campaigns, automating processes, and enhancing customer experience. However, its use must be guided by principles ensuring ethical, secure, and value-aligned applications.
This policy applies to:
This policy covers AI applications on both company and personal devices when used for professional purposes or connected to corporate networks, including wi-fi.
Regular audits will verify AI systems’ compliance with guidelines and laws. Any non-compliant AI usage will be promptly addressed. The AI lead will be responsible for an annual policy review. The next policy update is scheduled for February 25, 2026.
AI may be used within Spritz, social + numérique and POP, culture + numérique to enhance efficiency, creativity, and decision-making. Examples include text translation, research, and brainstorming support. These tools must be used responsibly and in line with ethical principles.
AI may assist in customer interactions, such as automating responses to FAQs, providing personalized recommendations, or scheduling appointments. However, all AI-generated information must be reviewed and validated by an employee before being communicated to customers.
AI tools may personalize offers and ads based on customer preferences. However, privacy laws must be respected, and no personal data should be used without explicit consent.
AI can optimize processes such as inventory management, resource planning, and market trend analysis. These systems must be configured to ensure data security and accuracy.
AI can provide insights and recommendations but must not replace human judgment. Final decisions must be made by humans based on AI-generated data that has been reviewed for accuracy and relevance.
AI may generate ideas, draft texts, or create visuals. All AI-generated content must be reviewed and approved by a human before publication.
AI tools may optimize advertising campaigns. No discriminatory segmentation must be applied.
AI can analyze marketing performance, but results must be interpreted and contextualized by experts.
Spritz, social + numérique and POP, culture + numérique select AI tools based on rigorous ethical, security, and efficiency criteria. We use ChatGPT, Gemini, Sprout Social, BeautifulAi, and Claude to optimize operations and marketing strategies. Before integration, these tools undergo extensive testing and validation to ensure compliance with established standards. Continuous monitoring assesses their impact, identifies improvements, and anticipates potential risks.
If external providers develop or supply AI systems, Spritz, social + numérique and POP, culture + numérique ensure they meet the same security, ethical, and data protection standards. Contracts must clearly define each party’s responsibilities and obligations.
The use of AI involves risks, particularly concerning privacy, security, and potential biases. Spritz, social + numérique and POP, culture + numérique, are committed to identifying and assessing these risks before deploying any AI systems. Each AI use case must be analyzed to ensure there are no unacceptable risks for individuals or the organization.
In the event of an issue with an AI system—such as a data breach, an error, or biased results— Spritz, social + numérique and POP, culture + numérique must respond swiftly by implementing appropriate corrective measures.
All AI systems must be regularly monitored to ensure proper functionality and the absence of biases. Periodic audits will be conducted to ensure compliance with this policy’s guidelines and to manage risks effectively.
Spritz, social + numérique and POP, culture + numérique are committed to continuously reviewing and improving their AI systems in line with technological advancements and legislative changes. Risk management must remain a dynamic process, with regular updates to maintain compliance and security.
Spritz, social + numérique and POP, culture + numérique are committed to providing clear and accessible resources for all employees, enabling them to consult best practices, ask questions, and stay informed about AI developments. Practical guides and information sheets will be available to meet teams’ specific needs.
Spritz, social + numérique and POP, culture + numérique, will review their AI policy and guidelines annually to ensure compliance with current laws and adaptation to technological progress. This process ensures the safe, ethical, and responsible use of AI.
In the event of significant legislative or technological changes, Spritz, social + numérique and POP, culture + numérique commit to quickly adapting this policy. These updates will be communicated to all employees and relevant partners to ensure effective compliance.
The AI lead will regularly gather feedback from employees and partners to adjust and improve this policy. This participatory approach helps tailor the guidelines to the organization’s actual needs.
Spritz, social + numérique and POP, culture + numérique are committed to complying with all applicable laws and regulations in Quebec and Canada regarding AI use, personal data protection, and data security. This includes, but is not limited to, the Private Sector Personal Information Protection Act and Quebec’s Law 25.
Periodic internal and external audits will be conducted to ensure that Spritz, social + numérique and POP, culture + numérique AI systems comply with legal and regulatory requirements. Any non-compliance will be promptly corrected to minimize legal risks and ensure full transparency with the relevant authorities.
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