Our commitment to the responsible use of artificial intelligence

Artificial intelligence is a powerful technology – it can speed up processes, spark ideas and open up new possibilities. But it cannot replace us.

At GRIP, people, creativity and strategic thinking always come first. For us, AI is a tool, not a decision-maker.

Our aim is to use AI in a way that lives up to our high quality standards and creates real value for our clients – with no compromises on ethics, transparency or responsibility.

For us, these principles are non-negotiable.

Our stance: Clear. Responsible. Human.

1. AI remains a tool – responsibility remains human.

• AI supports us, but it does not make decisions. We use AI deliberately and in a controlled way – with human oversight and critical reflection.
• We say where AI is involved: we label images, audio and video that look real and were generated or substantially altered with AI. Our clients know at which stages of our work we use AI.
• Our processes ensure that AI-generated content is carefully reviewed and sensibly integrated into our work. We check figures, quotes and sources against the original.
• AI agents do not act on their own initiative either: they send, publish and delete nothing without our approval.

2. Data protection is non-negotiable.

• Confidential data stays confidential. We process personal and client data only in tools we have vetted and approved: with a data processing agreement in place and without the data being used to train models.
• We do not enter inside information or sensitive personal data into any AI tool.
• We strictly comply with the Swiss Federal Act on Data Protection (FADP) and European GDPR standards.
• Every AI technology we use is checked for data protection compliance.

3. No AI at any price.

We do not use AI for:

• Manipulative content or abusive uses (e.g. deepfakes, disinformation, fake news)
• Automated decisions that affect individuals (e.g. in job applications)
• Identity fraud or the abusive simulation of real voices & personalities
• Invented quotes, sources or studies

4. Creative work has creators – in the age of AI, too.

• We clear the rights to the material we feed into AI tools and to the results we deliver.
• We recreate the voices and faces of real people only with their written consent.

5. AI is a game changer – and we stay open to it.

• We test, reflect on and adopt new AI technologies.
• We proactively advise our clients on opportunities and risks – not as blind advocates, but as critical experts.
• If our clients wish to use AI more extensively, we analyse the implications together and adapt the way we work accordingly.
• And for those who would rather do without: on request, we run a client engagement without generative AI.

How we use AI at GRIP

AI helps us work better and more efficiently – but it does not take control.

We use AI specifically for:

• Data analysis & research: fast market, media and trend analyses.
• Content creation: ideation, text and image generation – never as an automated process, always under
• human control.
• Translation & transcription: support for multilingualism & accessibility.

We stay alert & flexible.

AI technologies are evolving rapidly. That is why we review our stance every six months and adapt it to new

ethical, legal and technological developments. We train our team regularly. Our benchmarks are the FADP and

the transparency rules of the EU AI Act, which we apply voluntarily.

AI will only ever be as good as the people who use it. And we at GRIP decide how we use it.

Any questions or suggestions about the use of AI at GRIP?

Get in touch: welcome@grip-agency.ch

GRIP Agency AG

October 2026