How we use AI at GWI

GWI uses AI to deliver GWI Spark. This feature allows users to input their question into the GWI Spark search bar, generating interesting and relevant insights immediately. This is done without the users navigating or accessing the platform data directly. GWI Spark utilizes a large language model (OpenAI’s ChatGPT-4o and ChatGPT-4o mini) via API to support the text generation of insights in response to the user’s question. It generates the outputs exclusively from GWI’s proprietary dataset (i.e. our database), ensuring that user inputs are never reused or surfaced in any output.

GWI also uses AI to support the following additional features of the platform, each designed to simplify data extraction: 

Our Instant Charts feature lets users simply type a question into the search bar and instantly get a pre-populated chart. There’s no need to navigate through the platform or to access the raw data directly. Users can choose to use this feature at any time. Powered by a large language model (OpenAI’s ChatGPT-4o and ChatGPT-4o mini via API), Instant Charts intelligently extracts key elements like timeframes, locations, and topics of interest to generate relevant visualizations in seconds.

Our GWI Canvas feature allows users to generate a slide deck of insights within the platform. Users start with their goal (for example, media planning or campaign targeting) then define their audience, and GWI Canvas generates an insight-rich presentation packed with relevant charts, commentary, and key takeaways. It utilizes a large language model (OpenAI’s ChatGPT-4o  and ChatGPT-4o mini via API) to generate the content of the slides.

As its name suggests, GWI Spark API delivers GWI Spark insights via an API.

The GWI Spark API combines GWI data with natural language processing (by OpenAI’s ChatGPT-4o and ChatGPT-4o mini via API) to provide quick, actionable insights. It enables users to ask questions, such as "How do young parents discover brands?" and receive trusted, real world statistics on audience size, audience percentage, and index.

In terms of its relationship to other GWI products, the GWI Spark API delivers the same insights that are available from within the GWI Platform.

No, only the GWI Platform and GWI Spark API make limited use of large language models to support the features described above.

Users can choose not to use any and all AI features on the Platform. These features are entirely user-initiated, meaning they require active input or engagement from the user (for example, entering a prompt or generating a presentation) and are found in their own area of the platform. If a user chooses not to interact with these features, they remain inactive.

For full transparency, all AI-powered features are clearly labeled as such within the platform. 

No, AI features are enabled by standard and this doesn’t have any impact on the platform’s performance.

No, because GWI doesn’t collect any personal data within its AI features (and no personal data or employee admin data is transferred to OpenAI). All AI features operate based on user inputs - in other words, the user triggers the action which is used to query GWI’s database.

Canvas is generated from GWI preset audiences and therefore there is no “input” that could include personal data. 

GWI Spark and Instant Charts have a prompt input box. These AI features aren’t intended to be used with personal data, and GWI makes clear users should not input any personal data. All AI features “output” (based on either the preset audience generated by GWI or the prompt input audience) are anonymous and don’t include personal data, therefore falling outside the scope of GDPR.

GWI’s AI features don’t use sensitive or personal data. All insights generated by the AI features are based on GWI data, which is fully anonymized and aggregated. This means the outputs don’t contain any personal, identifiable, or sensitive information. Please refer to our main T&Cs for further information.

GWI doesn’t collect any personal data within its AI features (and no personal data or employee admin data is transferred to OpenAI). All services are processed within the European Union, specifically in the europe-west1 data center located in Brussels, via GCP, however GWI reserves the right to add additional regions in the future. All data is encrypted both in transit and at rest, and GCP’s infrastructure meets strict security and compliance standards. For more information, see Google Cloud's data center locations and Google Cloud’s encryption documentation.

No. User inputs are never shared with other clients or used as outputs for other users. Inputs are only used to query GWI’s internal database and generate relevant insights for the user who submitted them.

While inputs may be used internally to help fine-tune and improve the system’s ability to interpret prompts and improve database querying, this is done in a way that doesn’t expose inputs or data to other clients. All inputs are processed in an isolated environment, and outputs are generated exclusively from GWI’s proprietary data set, ensuring that user inputs are never reused or surfaced in any output. 

Customers have full control over whether or not to use specific AI features as they are entirely user-initiated, meaning they require active input or engagement and aren’t used unless the user chooses to. Customers can simply avoid these features if they prefer.

Inputs provided by users are used only to tailor the output and are never shared with other customers. While inputs may help improve the system’s performance internally (for example, by fine-tuning how the model queries the database), this doesn’t involve exposing or reusing individual customer data in any way.

From development through to deployment, our Legal and Product teams work closely together to ensure that all AI features meet applicable legal and regulatory standards, as well as industry best practices. These responsibilities are also outlined in our main T&Cs. 

Our AI systems are deployed within the EU and therefore fall under the scope of the EU AI Act. GWI acts as a distributor of these AI systems. The models we use aren’t classified as presenting “systemic risk” and are specifically designed for “limited risk” use cases, as defined under the EU AI Act. For more details, please refer to our artificial intelligence acceptable use policy.

GWI has met its obligations under laws and regulations governing the AI landscape, and remains committed to ongoing compliance. We continue to closely monitor the evolving regulatory landscape and are proactively strengthening our training, oversight, and governance frameworks to ensure ongoing alignment with current and future requirements.

When GWI refers to "training on input data," this doesn’t mean training a public or general-purpose AI model. Instead, it refers to the internal use of user inputs to improve how our AI features interact with our database. This process helps us fine-tune the accuracy, relevance, and performance of our models when retrieving and presenting insights. Inputs are used solely to enhance the quality and efficiency of the service provided to GWI customers. This is done in a way that doesn’t expose inputs to other clients.

The client retains all intellectual property and other rights in the AI inputs. GWI owns all intellectual property and other rights in the AI outputs (as these are insights generated from GWI proprietary data). As set out in clause 2 of our Main T&Cs, clients have a right to use the feature outputs under the licence granted. The AI features are used to surface GWI data in a way that’s more intuitive for users, but it remains GWI’s intellectual property, ensuring GWI can continue to offer access to GWI data to all clients via its various products.

All AI outputs are generated from insights collected and owned by GWI, meaning they don’t infringe third-party copyrights. However, when using GWI data externally, it must be properly cited in accordance with our referencing guidelines. 

AI outputs are subject to the same terms as all GWI data. Unless otherwise expressly set out in your order form, you can only use GWI data for your own internal business purposes, and for limited external business purposes. External use is allowed where it involves referencing or quoting GWI data in the context of your usual business activities - for example, media planning, campaign reporting, creative development, marketing, or strategy work for clients. Please refer to our main T&Cs for further guidance. 

It’s the customer’s responsibility to determine whether any disclosures are required when using AI outputs in their work, and to communicate them as appropriate within their organization. As with all services offered by GWI, customers are expected to comply with all applicable laws and regulations, including any obligations related to transparency or user notification. Please refer to our main T&Cs for further guidance. 

GWI grants use of GWI data in AI technology on a per use case basis, as set out in the client’s order form for the products being purchased. As standard, GWI permits the use of GWI data received from its API product in client-owned AI tools, subject to the commercial scope agreed in the client’s order form and the conditions set out in our main T&Cs (clause 13.2). Specifically, GWI data exported via our API services may be transferred or input into AI technologies provided it:

• isn’t used to train any model accessible by others
• is used within a restricted or private environment
• isn’t accessed, viewed, or retrieved by anyone other than the client, including third parties or the AI service provider

This framework ensures that GWI is aware of any AI-related use of its data, allowing us to provide appropriate support. If you’re considering a broader or alternative use case, please contact your sales representative so we can assist you in and suggest appropriate use case language on your order form.