Artificial intelligence is changing how advertising is created, targeted, priced, and measured. This policy sets out how eFind builds and governs AI across the Services, what we expect from Advertisers and Publishers who use AI, and the safeguards that keep AI-driven advertising fair, transparent, and safe for the people it reaches. Our approach is grounded in a simple commitment: technology powered by AI should still be technology people can trust.
The purpose of this AI Content Policy is to state, in one place, how eFind governs the use of artificial intelligence and machine learning in connection with the Services. AI now touches many parts of modern advertising, from the copy in an Advertisement to the models that decide which Bid wins an auction, and the rules that apply to those activities should be clear rather than assumed. This policy explains the principles we hold ourselves to, the responsibilities we place on Advertisers and Publishers, the uses of AI that we permit and encourage, and the uses that we prohibit outright.
This policy is written to protect three groups at the same time. It protects Users, who deserve honesty about what they are seeing and control over how their Personal Information is used to power AI systems. It protects Advertisers and Publishers, who need predictable rules so that they can invest in AI-driven tools with confidence. And it protects the integrity of the eFind ecosystem as a whole, because AI that is used deceptively or carelessly erodes the trust on which every participant depends. This policy supports the Advertising Policies, the Publisher Policies, and the Acceptable Use Policy rather than replacing any of them; where AI is involved, it adds a further layer of expectations on top of the rules that already apply.
This policy applies to AI Content and to AI-Assisted Advertising, as those terms are defined in the Master Definitions. It covers three broad sources of AI in the ecosystem, and it applies regardless of which of these sources produced a given output.
The scope of this policy follows the AI, not the format. It applies to text, images, audio, video, interactive units, synthetic voices, avatars, and any future format, and it applies across current and future products, including Advertising Services and any Search, Shopping, Commerce, analytics, payments, or connected-device offerings that eFind may introduce. If an activity is not expressly addressed below, it is still governed by the principles in this policy and by the rest of the Trust Framework.
This policy applies to every Advertiser, Publisher, Authorized User, developer, and business customer that uses the Services, whether or not they build their own AI, and whether the AI they rely on comes from eFind or from a third party. It also describes commitments that eFind makes about its own AI systems, so it is equally a statement of how we expect to behave. Where a User interacts with an Advertisement or visits a Publisher Property, this policy explains the protections that apply to that User even though the User is not a party to any Agreement.
Capitalized terms used in this document, such as Advertiser, Publisher, Campaign, AI Content, AI-Assisted Advertising, Personal Information, Invalid Traffic, and User, have the meanings given in the Master Definitions. Two terms are used in this document with the meanings below.
Every AI system that eFind builds, operates, or offers is designed to reflect a set of principles that we call Responsible AI. These principles are not marketing language: they are the standard against which we review our own products, and they inform the obligations we place on Advertisers and Publishers throughout this policy. When a new AI feature is proposed, it is tested against each of these principles before it reaches customers or Users.
AI should expand opportunity, not entrench bias. eFind designs its models and audience tools to avoid unlawful or unfair discrimination, and to avoid targeting or excluding people on the basis of protected characteristics except where the law expressly permits it. We restrict the use of sensitive attributes in targeting and modeling, we test high-impact models for disparate outcomes, and we prohibit Advertisers from using AI-Assisted Advertising to discriminate in areas such as housing, employment, credit, and other opportunities where the law and the Advertising Policies impose special limits. Fairness is a property we monitor over the life of a model, not a box we check once.
People should be able to understand, at an appropriate level, when AI is shaping what they see and how automated systems reach conclusions that affect them. eFind aims to be clear about where AI is used in the Services, to label Synthetic Media where labeling is warranted, and to explain the general logic of significant Automated Decisions in plain terms. Transparency does not require us to expose trade secrets or details that would help bad actors defeat our safety and fraud systems, but it does require honesty about the presence and role of AI.
AI is a tool operated by people, and people remain answerable for what it produces. eFind assigns clear ownership of each significant AI system to accountable individuals and teams, maintains human oversight over decisions that carry meaningful consequences, and provides ways for customers and Users to seek human review. Accountability also runs to our customers: an Advertiser or Publisher that uses AI to create Content remains fully responsible for that Content, exactly as if a person had written or produced it by hand.
AI should not create foreseeable harm. eFind tests its systems for unsafe, harmful, or manipulative behavior before release and monitors them afterward, and it builds guardrails that keep generative features from producing Prohibited Content, deceptive Synthetic Media, or output that violates the Trust Framework. We design for graceful failure, so that when a model is uncertain or an input is adversarial, the system defaults to a safe outcome rather than an unpredictable one.
AI must respect the privacy of the people whose data makes it work. eFind builds data minimization, purpose limitation, and security into its AI systems from the start rather than adding them afterward. We limit the Personal Information used to train and operate models to what is necessary and lawful, we favor Aggregated Data and de-identified data where they serve the purpose, and we honor the choices that Users make about how their information is used, as described in the Privacy Policy. Privacy is treated as a design requirement, not a constraint to be worked around.
AI is a legitimate and valuable part of modern advertising, and this policy is meant to enable responsible use, not to discourage it. The activities below are permitted, subject to the rest of the Trust Framework and to the safeguards described later in this document.
eFind may offer AI-Assisted Advertising features that help Advertisers plan and run more effective Campaigns. These features include, among others:
An Advertiser that uses an eFind AI-Assisted Advertising feature keeps control over the objectives, budgets, and boundaries it sets, and remains responsible for the Campaign that results. Where a feature can generate or select creative on the Advertiser's behalf, the Advertiser is responsible for reviewing and approving what is delivered under its Account, and eFind provides controls that allow the Advertiser to review, edit, pause, or exclude AI-generated elements.
Advertisers may use AI, whether eFind's or a third party's, to help create and improve Advertiser Content, including writing and editing copy, generating or editing images and video, translating and localizing messages, producing variations for testing, and researching audiences. When an Advertiser submits AI Content to the Services, that Content must satisfy the Advertising Policies, this policy, and Applicable Law in exactly the same way as Content produced without AI. The use of AI never lowers the standard that Advertiser Content must meet, and it never shifts responsibility for that Content away from the Advertiser.
Publishers may use AI to create or enhance Publisher Content, such as drafting articles, generating summaries, producing images, or personalizing the experience on a Publisher Property. Publishers remain responsible for that Content and for ensuring that it complies with the Publisher Policies. AI must not be used to manufacture low-value, spun, or auto-generated pages whose purpose is to carry Advertisements rather than to serve genuine User interest, and it must not be used to generate or inflate traffic, engagement, or inventory. AI-generated Publisher Content that is designed primarily to attract Advertisements without offering real value to Users is prohibited and may result in removal from the Publisher Network.
Honesty about AI is central to this policy. People are more accepting of AI when they are not deceived by it, and the disclosure expectations below exist to keep AI use honest without burdening ordinary, clearly-fictional, or obviously-stylized creative.
Advertisers and Publishers are expected to label or otherwise disclose the AI origin of Content where a reasonable person could be misled about whether what they are seeing or hearing is real. This expectation applies most strongly to Synthetic Media that realistically depicts people, events, or statements, to AI-generated voices or avatars that could be taken for a real person, and to content on sensitive topics such as elections, public health, and financial or legal matters, where a false impression of authenticity can cause real harm. Where Applicable Law or the Advertising Policies require a specific label or disclosure for AI or Synthetic Media, that requirement is mandatory and this policy does not relax it.
Labeling is about preventing deception, not about flagging every use of AI. Clearly fictional, stylized, or illustrative creative that no reasonable person would take for a real recording generally does not require a Synthetic Media label. When in doubt, disclose. eFind may also apply its own labels or signals to AI Content within the Services, and may require an Advertiser or Publisher to add a disclosure as a condition of running or hosting particular Content.
eFind aims to be transparent about where AI shapes the Services. We describe our significant AI-Assisted Advertising features in the Documentation, we explain in this policy and the Privacy Policy how AI uses data, and we provide, where appropriate, information about the general logic of significant Automated Decisions and their likely effect on the people they touch. We will not present eFind AI output as human where doing so would mislead, and we hold our own Content to the same honesty standard we ask of our customers.
The following uses of AI are prohibited anywhere in the ecosystem, whether the AI is eFind's, a customer's, or a third party's. This list works together with the Advertising Policies, the Publisher Policies, and the Acceptable Use Policy; conduct that any of those documents prohibits remains prohibited when AI is involved, and the items below add specific limits on the use of AI itself.
Violations of this policy may result in the rejection or removal of Content, the suspension or limitation of an AI feature, the labeling of Content, the withholding of Payment associated with Invalid Traffic, and the suspension or termination of an Account, in each case as provided in the applicable Agreement, the Advertising Policies, and the Publisher Policies. Serious or repeated violations, and violations involving illegal Synthetic Media, may be reported to the appropriate authorities.
AI is powerful but not infallible. Generative systems can produce output that is confidently wrong, and predictive systems can drift as the world changes. This policy therefore places accuracy and oversight duties on both eFind and its customers.
An Advertiser or Publisher that uses AI to create or optimize Content must review that Content for accuracy, legality, and compliance before it is submitted, published, or delivered, and must not rely on an AI tool as a substitute for that review. This includes checking factual claims, prices, offers, and disclosures generated by AI, confirming that generated images and media do not infringe rights or mislead, and ensuring that AI-driven targeting choices comply with this policy and the Advertising Policies. Where a customer configures an eFind AI-Assisted Advertising feature, the customer is responsible for setting appropriate objectives, budgets, and exclusions and for monitoring the results.
eFind tests its significant AI systems before release and monitors them in operation. Our testing covers accuracy and performance, safety and abuse resistance, and fairness, and we maintain human oversight over decisions that carry meaningful consequences for customers or Users. We provide controls that let customers review and adjust the output of AI features, and we provide routes to human review where an Automated Decision materially affects a customer's Account or a Campaign. When a model does not meet our standards, we hold or roll it back rather than ship it.
| Responsibility | Advertiser or Publisher | eFind |
|---|---|---|
| Review AI Content for accuracy and legality before use | Yes, before submission or publication | Applies policy and safety review to submitted Content |
| Ensure AI targeting and modeling are lawful and fair | Yes, for choices the customer makes | Yes, for eFind models and available controls |
| Label or disclose Synthetic Media where warranted | Yes, for its own Content | May require or apply labels within the Services |
| Test and monitor AI systems for safety and bias | For any AI the customer builds or operates | Yes, for eFind AI systems, before and after release |
| Provide human oversight and review of significant decisions | Over the customer's own use of AI | Yes, for significant Automated Decisions in the Services |
AI systems learn from and act on data, and how that data is handled determines whether AI is trustworthy. eFind's use of data in connection with AI and machine learning is governed by the Privacy Policy and, where applicable, by the Data Processing Addendum, the California Privacy Notice, and the GDPR Privacy Notice. This section summarizes the safeguards that apply; those documents control in the event of any inconsistency.
eFind uses data to train, evaluate, operate, and improve the AI systems that power the Services, including AI-Assisted Advertising, safety and integrity systems, and measurement. We apply data minimization and purpose limitation to that use, we favor Aggregated Data and de-identified data where they are sufficient, and we limit the use of Sensitive Personal Information to what is lawful and necessary. We do not use the content of a customer's Confidential Information or Personal Information to train general models in ways that are inconsistent with the Privacy Policy, the applicable Agreement, or the choices a customer or User has made. Where we act as a Processor for a customer, we use Personal Information only on that customer's documented instructions and as the Data Processing Addendum permits.
Users retain the rights and choices described in the Privacy Policy and the applicable regional notices, and those rights extend to AI. Depending on where a User is located and the law that applies, a User may have the right to access, correct, or delete Personal Information, to Opt-Out of certain Processing such as the sale or sharing of Personal Information or its use for targeted advertising, and to withdraw Consent. eFind honors these choices in the operation of its AI systems.
Some AI in the Services involves profiling or Automated Decisions. Where Applicable Law, including the GDPR and UK GDPR, gives Users rights in relation to automated decision-making and profiling, eFind respects those rights. This may include the right to be informed about the existence of significant automated decision-making, to obtain meaningful information about the general logic involved and its likely consequences, and, where the law provides, to obtain human intervention, to express a point of view, and to contest a decision. eFind does not use solely automated decisions that produce legal or similarly significant effects on a User except where a lawful basis exists, and it maintains human oversight over such decisions where the law requires it. Users may exercise these rights through the channels described in the Privacy Policy and the regional notices.
Where a new AI feature will Process Personal Information in a way that presents heightened risk, eFind assesses that risk before launch, including through a data protection impact assessment where the GDPR or another law requires one. Privacy review is part of how AI features are built, not an afterthought.
The rights in and responsibility for AI Content depend on who created it and how, but one principle is constant: the party that uses AI to create Content is responsible for that Content.
An Advertiser or Publisher that generates Content with AI, whether using an eFind feature or a third-party tool, remains fully responsible for that Content as Advertiser Content or Publisher Content, including its accuracy, its legality, and its compliance with the Trust Framework and Applicable Law. That party represents that it has the rights necessary to use and to authorize eFind to use the AI Content it submits, that the AI Content does not infringe the Intellectual Property Rights or other rights of any third party, and that it does not misappropriate any name, voice, likeness, or Trademark. If AI Content gives rise to a claim, the responsibility and any indemnity obligations in the applicable Agreement apply to that Content exactly as they would to Content produced without AI.
As between eFind and a customer, ownership of Advertiser Content and Publisher Content is governed by the applicable Agreement, and the fact that AI was used to help create that Content does not change those provisions. eFind retains all Intellectual Property Rights in its own AI systems, models, features, and the underlying technology and Documentation, and nothing in this policy transfers those rights. Where a customer uses an eFind AI feature to help produce creative, eFind does not claim ownership of the resulting Advertiser Content beyond the license the Agreement grants eFind to operate the Services. Customers are cautioned that the legal status of rights in purely AI-generated material can be uncertain and can vary by jurisdiction, and each customer is responsible for satisfying itself that it holds the rights it needs.
When a customer uses a third-party AI tool with the Services, that tool is governed by its own provider's terms, and eFind is not responsible for it. The customer is responsible for its use of that tool, for any data it puts into that tool, and for ensuring that Content produced with that tool complies with this policy and the rest of the Trust Framework before it enters the Services.
The commitments in this policy are backed by governance rather than left to good intentions. eFind maintains internal accountability for its AI systems, assigning ownership of significant systems to responsible individuals and teams and subjecting high-impact systems to review before launch and to monitoring afterward. That review considers accuracy, safety, fairness, privacy, and security, and it is coordinated by the eFind Office of Trust and Legal together with the relevant engineering and product functions. The structure that supports this work, including how decisions are escalated and how this policy is maintained and updated, is described in the Governance document.
Our governance also connects to the rest of the Trust Framework. Security requirements for AI systems, including protection of models and the data they use, are addressed in the Security Policy. Integrity requirements, including the detection of AI-driven Invalid Traffic, are addressed in the Invalid Traffic Policy. Content standards for what AI may produce are addressed in the Advertising Policies, the Publisher Policies, and the Acceptable Use Policy. This policy sits above those documents on the specific subject of AI and points to them for the detail.
AI in advertising is advancing quickly, and eFind expects to introduce new AI-powered products and features over time, potentially across Search, Shopping, Commerce, analytics, payments, voice, and connected devices as well as advertising. This policy is written to grow with those products. Its principles, Responsible AI, fairness, transparency, human accountability, safety, and privacy by design, apply to new AI features by default, and its prohibitions apply to new formats and channels without needing to be rewritten for each one. When a new AI capability raises questions this policy does not squarely answer, eFind will interpret it in light of these principles and will update this policy as needed. We may change this policy from time to time, and material changes will be communicated as described in the applicable Agreement and the Governance document. Continued use of the Services after a change takes effect means that the updated policy applies.
If you have questions about this AI Content Policy, or you wish to report a concern about the use of AI in connection with the Services, contact the eFind Office of Trust and Legal at support@efind.com or 1-214-444-8126, or write to eFind LLC at 2451 West Grapevine Mills Circle, Suite 324, Grapevine, TX 76051, United States. To exercise a privacy right in connection with AI, including a right relating to automated decision-making or profiling, please use the channels described in the Privacy Policy and the applicable regional notice.
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