Last updated: July 14, 2026

Purpose

This policy describes how sackit uses Artificial Intelligence (AI) in the creation of content and communication, and the principles that govern its use. Our objective is to be transparent about where AI forms part of our processes and to ensure that our products, brand and communications are always presented accurately and responsibly to customers, retailers and business partners.

For the purposes of this policy, AI primarily refers to generative AI tools capable of creating, editing or analysing text, images, audio, video and other digital content.

Responsible Use of AI

At sackit, we view AI as a tool that supports creativity, quality and efficiency. AI is used to assist our employees—not to replace human expertise, judgement or responsibility.

We use AI responsibly, with a focus on transparency, accuracy and respect for our customers, partners and employees. AI must never be used to mislead, conceal material information or create a false impression of our products or our company.

Where sackit Uses AI

sackit uses AI as a working tool in selected areas of content creation and communication, including:

• Drafting and refining written content
• Translation and language adaptation for different markets
• Research, idea development and content structuring
• Visual concepts, mood imagery and illustrative material

AI supports our employees and helps improve efficiency. It does not replace human creativity, expertise, judgement or accountability.

Human Review

All content to which AI has materially contributed is reviewed, quality-assured and approved by a sackit employee before it is published or used externally.

This includes text, translations, images, research, product information and other communication materials. Human review ensures that all content is accurate, relevant and aligned with sackit's tone of voice, quality standards and applicable legislation.

Ultimate responsibility for all content and decisions always remains with sackit and the employees approving the material—not with the AI tool.

Fact Checking and Quality Assurance

AI can generate inaccurate, incomplete or incorrect information. Therefore, all factual information is verified before AI-generated or AI-assisted material is published or used.

Product information, materials, dimensions, pricing, warranties, delivery times, legal information and all other factual statements are verified against sackit's own systems, documentation and approved information sources.

Accurate Product Representation

sackit does not use AI to alter or present products in a way that could mislead customers, retailers or business partners.

• Colours, materials, proportions and other product characteristics are represented accurately, whether the material is photographed or rendered.
• AI is not used to alter the actual appearance of a product in a misleading manner.
• Dimensions, finishes, materials and specifications always reflect approved product specifications.
• AI may be used for limited image editing, such as background removal, cropping, background adjustments or retouching, provided the product itself is not altered.

AI for Illustration

AI-generated imagery may be used for illustration, mood creation or conceptual purposes in campaigns, social media or lifestyle content.

Such material is never used as documentation of a product's actual appearance, characteristics or use. Whenever products appear in AI-generated or AI-assisted imagery, they must still be represented accurately.

AI-generated content is labelled whenever required by applicable legislation, including the EU AI Act.

AI-generated People and Deepfakes

sackit does not use AI to create or manipulate images, audio or video of real people in a way that could mislead viewers.

We do not create deepfakes or clone the appearance or voice of employees, models, designers, customers or business partners without prior explicit written consent.

If sackit uses fully AI-generated people in illustration or lifestyle material, they will be fictional and will not be created to imitate or be confused with identifiable real individuals.

sackit does not use AI to portray people, statements, actions or situations as real when they are not.

Data Protection and Confidentiality

Employees must not enter confidential information, sensitive business information, personal data or other information that must not be shared with third parties into publicly available AI services.

AI tools must be used in accordance with applicable data protection legislation, including the GDPR, and sackit's internal information security policies.

sackit continuously evaluates the AI tools we use with regard to information security, data protection, quality and legal compliance.

Copyright and Intellectual Property

Employees must respect copyright, trademarks, design rights and other intellectual property rights when using AI. AI-generated or AI-assisted material must not infringe third-party rights or imitate another company's products, visual identity or original works.

sackit only uses material for which the company holds the necessary rights and permissions.

Responsibility

The Head of Marketing & E-commerce has overall responsibility for this policy and for ensuring compliance within sackit's content and communication activities.

All employees and partners using AI on behalf of sackit are responsible for following this policy and ensuring that content has been reviewed, quality-assured and approved before publication or external use.

sackit continuously monitors developments in legislation relating to AI, data protection, marketing and intellectual property.

Review

This policy is reviewed regularly to reflect developments in AI technology, applicable legislation and sackit's working practices. It will be updated whenever significant changes occur in our use of AI or relevant regulatory requirements.

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At sackit, we see AI as a tool that supports creativity, quality and efficiency. That does not change the fact that people remain responsible for our products, our communication and the decisions we make.