K Group’s ethical principles for utilising AI (artificial intelligence)
Our ethical principles for utilising artificial intelligence guide and support all our work and strategic choices related to the development of artificial intelligence.
1. Accountability, security and compliance
- We protect the data and privacy of our customers, employees, retailers and partners whenever we use data. We aim to explain clearly and openly where and how data and artificial intelligence are used.
- We assess our uses of artificial intelligence based on their risks and impacts. We manage of the quality, origin and access rights of data, and respect intellectual property rights and agreements.
- Responsibility and security guide how we collect data, build algorithms and AI solutions, and use them in practice.
2. We place the best interest and needs of our customers first
- Our goal is to build useful solutions for our customers by using data, insight, and artificial intelligence, with the aim of making the customers’ everyday life easier and support them in making choices that are right for them.
- Our customers decide for themselves what data they provide for our use. We use customer data for the benefit of our customers and only for the purposes that have been defined and communicated in advance.
3. Human touch, responsibility and quality
- We as humans lead, develop, monitor and assess the activity and impacts of AI solutions. Artificial intelligence supports people — but people are always responsible.
- We take responsibility for our AI solutions and the decision proposals and recommendations produced by them.
- We guide the use of artificial intelligence through Kesko’s Data & AI Governance model.
- Each of our AI solutions has a named owner who is responsible for its functionality, compliance and documentation.
- We ensure that our employees have sufficient AI literacy and provide guidance for the responsible use of artificial intelligence.
4. Shared value for all society
- We and our partners use AI solutions to contribute to moving society forward — whether by supporting responsible everyday choices or by helping develop wellbeing in Finland.
- We uncompromisingly respect human rights: the use of AI solutions must not lead to discrimination.
- We bear our environmental responsibility and are mindful of the environmental impacts of artificial intelligence.
5. We engage in discussion and continuously develop our principles
- We understand how fast our operating environment is changing and engage in constant and open dialogue to improve our operations.
- We review and update our principles, ways of working and competence as technology, legislation and public discussion evolve.
