AI Policy

Introduction
Optifi Limited is committed to ensuring that its AI solutions are developed, deployed, and operated in compliance with applicable AI regulations and ethical guidelines. This AI Policy outlines our approach to the responsible use of artificial intelligence, in alignment with the European Union (EU) AI Act and the UK’s regulatory framework. Optifi Limited ensures that its AI-powered services are transparent, compliant, and designed to protect the rights and interests of its users.

Scope
This policy applies to all AI systems developed and used by Optifi Limited.

Compliance with regulations
Optifi Limited operates in compliance with the following key regulatory frameworks:

• EU Artificial Intelligence Act
  The EU AI Act, in force since August 2024, establishes a risk-based framework for the regulation of AI systems across the EU. The AI Act categorises AI systems based on their risk levels: unacceptable risk, high risk, limited risk, and minimal risk. Optifi Limited’s systems primarily fall under the limited and minimal risk categories, requiring transparency measures and appropriate safeguards to ensure ethical and compliant AI use.
  • Transparency: AI systems such as Optifi Limited’s marketing assistants will inform users when they are interacting with an AI system and ensure that any AI-generated content is clearly marked as such.
  • Data protection: In line with the General Data Protection Regulation (GDPR), Optifi Limited ensures that personal data processed by its AI systems is handled securely and in compliance with user rights, including data portability and deletion upon request.
    UK AI regulation:
    The UK’s regulatory framework follows a context-based approach, focusing on sector-specific AI risks. Optifi Limited complies with the UK’s principles of pro-innovation and responsible AI use. The UK government is working on developing an AI risk register and is likely to introduce new requirements for high-risk AI systems in the near future.
  • Risk mitigation: Optifi Limited adopts pre-deployment testing and risk assessments to ensure that its AI systems do not present undue risks to its users. This includes regular audits of our AI models to address any emerging risks.

Ethical AI principles
Optifi Limited is committed to developing AI systems that are:

• Transparent and explainable: Users of Optifi Limited’s AI solutions are provided with clear explanations of how our AI systems work, including the sources of data and the processes involved in content generation.
• Bias mitigation: Our AI systems undergo regular checks for bias in data processing and content recommendations. This is in line with the EU AI Act’s requirements for fairness and accuracy in AI outputs.
• Human oversight: Optifi Limited’s AI systems are designed to complement human decision-making, with appropriate human oversight in areas where critical decisions (e.g., significant marketing changes or customer engagement) are involved.

High-risk AI systems
While Optifi Limited’s services are not classified as high-risk under the EU AI Act, we maintain strict internal policies to ensure that any potential risks related to privacy, transparency, or data security are mitigated. If, in the future, Optifi Limited engages with high-risk AI applications (such as biometric analysis or critical infrastructure), these systems will undergo stringent conformity assessments in accordance with both EU and UK law.

Fines and enforcement
Non-compliance with the EU AI Act can result in significant fines, up to 7% of global annual turnover. Optifi Limited commits to maintaining compliance with all regulatory requirements to avoid such penalties and ensure trustworthy AI use.

Ongoing monitoring and review
Optifi Limited’s AI systems are subject to continuous monitoring and periodic reviews to ensure compliance with evolving legal frameworks and ethical guidelines. Optifi Limited also participates in innovation-friendly regulatory frameworks such as AI regulatory sandboxes in both the EU and UK, ensuring that our systems remain cutting-edge while adhering to the highest legal and ethical standards.

Contact Information
For any queries or concerns regarding Optifi Limited’s AI policy, please contact our Data Protection Officer at: [email protected]