The Marine Stewardship Council (MSC) is committed to best practice and transparency, and to taking a responsible approach to the use of artificial intelligence (AI). We aim to use technology ethically and in a way that maintains confidence in the MSC and the information we provide.
How we use AI
We use AI technologies in selected areas to improve efficiency, support analysis, enhance communications, and help us deliver better services to our stakeholders. Our policy is that all AI output requires human review and oversight.
Text content
Text on our website or social media channels may be drafted or altered using AI, but will only ever be published after human review, so we can ensure accuracy and high standards.
Images and video
We are dedicated to using authentic images and videos of the ocean and the people who help support the health of the marine environment. We will never use "deep fake" AI-generated content that is created to appear real. We will only use AI for minor edits or in the creation of animation or infographics that are not intended to appear real.
Disclosure
The EU Artificial Intelligence Act, introduced in 2026, empowers users to make informed decisions about the origin of content and information. We use the EU AI Act as our benchmark, and where AI is used to create or materially shape content, services or interactions with external audiences, we aim to be clear about its role.
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