AI Tenets

Upholding Trust, Transparency, and Human Insight in Every Interaction

As a communications agency rooted in authenticity and trust, Rosica uses artificial intelligence (AI) tools to enhance, not replace, the human expertise that defines our work. We believe in leveraging AI responsibly to improve efficiency, save time on administrative functions, and offer insights. While we employ AI tools, we ensure every outcome reflects sound judgment, ethical standards, and respect for people, ideas, and the planet.

Our approach is guided by a commitment to integrity, transparency, and the belief that technology should always serve humanity, not the other way around.

Scope of our AI Policy

This policy applies to all uses of AI at Rosica Communications, including generative language models, data and analytics tools, image-generation software, and other AI-driven platforms. It covers both internal applications (such as research, drafting, or analysis) and client-facing work (such as PR content, media materials, and campaign tools).

Rosica evaluates new AI solutions for alignment with our values, data ethics, and human-impact considerations before adopting them.

Our Guiding Principles

Ethical and Responsible Application

• Rosica uses AI to support positive, ethical communication outcomes. We reject any use of AI that may mislead, manipulate, or harm individuals or communities, including the creation or distribution of deepfakes, false information, or deceptive content.
• We further commit to ensuring AI systems reflect human values, rights, and well-being; human welfare takes precedence.

Transparency and Disclosure

• Rosica is transparent about how AI informs our work. While AI tools may help generate drafts, aggregate research, or inform writing, all deliverables are refined by our staff, fact-checked, and approved by (human) PR experts to meet the high standards our clients expect.

Environmental Responsibility

• Rosica acknowledges that AI technologies require substantial computing power, which contributes to energy use and carbon emissions. We will, therefore, strive to use AI tools and processes that align with sustainability principles. This includes prioritizing efficient systems, reducing unnecessary computational demands, and supporting industry practices that minimize environmental impact.

Human Oversight and Accountability

• Every AI-assisted output is reviewed and validated by our team. AI supports our administrative work and some execution, but final responsibility and accountability always rest with our people.
• No AI system may be used autonomously to make strategic, editorial, or reputational decisions without human judgment and approval.

Accuracy, Fairness, and Integrity

• We verify facts, ensure balanced representation, and guard against bias in AI-assisted content. Rosica maintains editorial control and accuracy standards equal to those applied in all human-created work.
• We recognize that algorithmic bias and data limitations can produce distortions; our editors are trained to identify and mitigate these risks.

Respect for Intellectual Property

• We use AI tools that respect copyright and intellectual property law. Rosica never knowingly uses AI-generated material that infringes on third-party rights or misrepresents authorship.

Data Privacy and Security

• Protecting client and personal information is paramount. We do not input confidential, proprietary, or identifying data into AI systems that store or share such information externally. All AI tools are used in compliance with privacy, data protection, and security laws.
• Rosica evaluates vendors for data-handling transparency and alignment with our privacy standards.

Continuous Learning, Oversight, and Adaptation

• AI technologies evolve rapidly. Rosica regularly reviews its AI practices to ensure they remain aligned with emerging standards, regulations, and societal expectations.
• We maintain a standing review process to monitor emerging risks, shifts in model capabilities, and changes in ethical frameworks.
• Any major change in AI capability, vendor model, or internal process triggers a reassessment of risks and safeguards.

Putting Principles Into Practice

Rosica’s AI use is guided by a simple rule: if an AI tool cannot meet our standards for truth, fairness, privacy, or respect, we don’t use it. All AI-assisted work undergoes human review for accuracy, tone, and alignment with our agency’s and clients’ values. This ensures that AI is used to enhance human creativity, not diminish it.

We also test new AI tools in limited environments before integrating them into client work, ensuring safety, and accountability.

We continuously assess new technologies and update our methods to ensure ethical and effective outcomes. This includes reviewing vendor practices, model transparency, and data-handling policies before adoption.

Commitment to Review

This policy is reviewed at least annually and updated as technologies, regulations, and best practices evolve. Rosica welcomes open dialogue about responsible AI use and is committed to continuous improvement and ethical leadership in communications.

Last reviewed: November 2025

Rosica AI Tenets at a Glance

• Human review and accountability for all AI-assisted work
• Accuracy, fairness, and truth are non-negotiable
• Transparency about how AI supports, not replaces, human expertise
• Zero tolerance for plagiarism, misinformation, or deepfakes
• Strict privacy and data security standards