CreativeX Trust Centre | The system to scale creative excellence.

Artificial Intelligence Use:

CreativeX applies AI to help brands improve the quality, consistency, and performance of their creative content. CreativeX does not build or train its own AI models. Instead, we use a selection of third-party AI providers and open-source models when reviewing client creative (marketing images and videos) to:

a) extract creative elements using Optical Character Recognition (OCR), text classification, object detection, face detection, speech-to-text, and shot detection; and
b) query the contents of client creative (marketing images and videos) using Generative AI (Large Language Models) for analytical purposes only.

These techniques are used solely to analyse and interpret content for insight generation and scoring purposes. CreativeX does not use Generative AI to generate images or videos. No Generative AI functionality is made available to clients or platform users.

Artificial Intelligence Providers:

CreativeX uses third-party artificial intelligence (AI) and machine learning services to support specific functionality within the CreativeX platform. These services may process client-provided creative assets, such as marketing images, videos and associated audio, as necessary to provide the CreativeX service.

The following AI providers and services are used within the backend of the CreativeX web application:

• Google Cloud Vision (Google) — Provides image recognition and optical character recognition (OCR) capabilities used to identify and analyse visual content and text within client-provided marketing images and video frames.
• Google Cloud Video Intelligence (Google) — Provides video analysis capabilities, including recognition and text detection, for client-provided marketing videos.
• Google Cloud Speech-to-Text (Google) — Provides speech recognition and transcription capabilities for audio contained within client-provided marketing videos and other creative assets.
• Google Gemini (Google) — Provides multimodal AI capabilities used to query, identify and analyse content within client-provided creative assets.
• Amazon Rekognition (Amazon Web Services) — Provides face detection capabilities used to identify the presence of faces within client-provided marketing images and video frames.
• OpenAI API (OpenAI) — Provides generative AI and large language model (LLM) capabilities used by the CreativeX platform to perform automated analysis and generate structured outputs based on information processed by the service.

In addition to the AI services integrated into the CreativeX platform, Anthropic Claude is approved for use by authorised CreativeX employees for certain internal business activities. Where such use involves client data, it must be carried out in accordance with CreativeX’s AI Policy and applicable data-handling requirements.

These providers support specific processing activities and do not replace CreativeX’s responsibility for the security and appropriate handling of client data.