Intent

At The West Egg Group, we are dedicated to the responsible and ethical use of Artificial Intelligence (AI) in capturing and processing zero and first-party data on behalf of brands. This policy outlines our approach to AI use, emphasizing fairness, transparency, accountability, and compliance with relevant standards. 

1. Purpose and Scope 

This policy applies to all AI technologies developed, used, or deployed by Gocxm in the course of our business activities, particularly in contesting, gamification, surveys, loyalty programs, receipt processing, and image recognition for retail intelligence. 

2. Ethical Principles 

2.1 Fairness and Non-Discrimination 

• Bias Mitigation: We strive to ensure our AI systems do not perpetuate or amplify biases. AI models are regularly evaluated to detect and mitigate any unfair biases. ● Equal Treatment: Our AI technologies are designed to treat all users equitably, regardless of personal characteristics. 

2.2 Transparency and Explainability 

• Clear Communication: We provide accessible information about how our AI systems function and make decisions relevant to users. 

2.3 Accountability 

• Responsibility: Gocxm takes responsibility for the outcomes produced by our AI systems. 
• Grievance Mechanisms: We have processes in place for users to raise concerns or complaints regarding AI-related decisions, which are addressed promptly. 

2.4 Human Oversight 

• Supervision: Critical AI decisions are subject to human review to ensure accuracy and appropriateness. 
• Intervention: Human operators can intervene or override AI decisions when necessary. 2.5 Continuous Monitoring and Improvement
• Performance Evaluation: AI systems are continuously monitored for performance, accuracy, and compliance with ethical standards. 
• Updates and Maintenance: We regularly update our AI models to incorporate new data, correct issues, and improve functionality. 

3. Use of AI Technologies 

3.1 Specific Applications 

• Image Recognition: AI is employed for image recognition of receipts and scoring of display types in retail outlets, aiding retail governance and compliance programs. 
• Employee Productivity: AI is employed to assist in development using github co-pilot, and research and copywriting using chatgpt. 
• Data Exclusion: Our AI models do not utilize customer personal information (e.g., names, emails) for operational purposes. 

3.2 Data Use 

For details on how we handle and use data in relation to AI, please refer to our separate Data Policies document, which outlines the specific rules and guidelines governing data use in alignment with privacy and security standards. These include Bill C-27, which includes the Artificial Intelligence and Data Act (AIDA) in Canada.

3.3 Ethical AI Development 

• Design Principles: AI systems are developed following ethical design principles, ensuring they contribute positively to users and society. 
• Avoiding Harm: We avoid deploying AI in ways that could cause harm or unintended consequences. 

4. Policy Governance 

4.1 Compliance with Legislation and Regulatory Requirements 

Our policy objective is to align with ongoing proposed legislation and regulatory compliance in the regions where we operate. We continually evolve our AI policy to follow the tenets of varying legislation to ensure ongoing compliance and adherence to best practices 

4.2 Updates and Revisions 

• Periodic Review: This AI policy is reviewed periodically to reflect changes in technology, legal requirements, and industry standards.
• Notification of Changes: Updates to this policy will be communicated to users via our website or other appropriate channels. 

4.3 Enforcement 

• Compliance Monitoring: We monitor adherence to this policy and address any deviations promptly. 

Policy Prepared on: May 20, 2025

Policy Modified on: March 26, 2026