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Our AI policy

Great Earth uses AI-powered tools to support certain parts of our work. We see AI as a quality-enhancing tool that helps us work more efficiently and consistently—not as a replacement for human expertise and judgment. This policy explains how we use AI and how we ensure that it is used responsibly and securely.

How We Use AI

  • Content Creation

    AI may be used to assist in creating product descriptions, articles, customer communications, and marketing materials.

  • Images

    Some images on our website and social media channels may be fully or partially AI-generated.

  • Product Recommendation Quiz

    Our digital product recommendation quiz uses AI to match your answers with products that may suit your individual needs. The recommendation logic has been developed by us and is based on our expertise in nutrition and dietary supplements.

Human Review

All AI-assisted content is reviewed and approved by our team before publication. No text is published without a human ensuring that it meets our standards for quality, accuracy, and tone of voice.

Any factual claims relating to health, nutrition, or sustainability are always verified against scientific evidence and applicable regulations, regardless of whether the content was created with or without AI assistance.

Health claims used in our content comply with the EU Nutrition and Health Claims Regulation (EC No. 1924/2006) and are based exclusively on authorised health claims. Great Earth Scandinavia AB retains full editorial responsibility for all published content.

Your Data and Privacy

We do not use customer data to train AI models. Our AI tools are used internally to support content creation, and your personal data is never entered into external AI services.

If you use our product recommendation quiz, you may choose to provide health-related information, such as pregnancy or menopause status. This information is considered a special category of personal data under the General Data Protection Regulation (GDPR) and is processed only with your explicit consent and appropriate safeguards.

For more information about how we process your personal data, please refer to our Privacy Policy.

You always have the right to know how your personal data is used, to request correction or deletion of your data, and to object to its processing. You also have the right not to be subject to decisions based solely on automated processing that produce legal or similarly significant effects concerning you.

Regulatory Compliance

This policy is published in accordance with the transparency requirements of the EU Artificial Intelligence Act (Article 50 of Regulation (EU) 2024/1689) regarding the use of AI-generated content.

Our use of AI also complies with the General Data Protection Regulation (GDPR) and all other applicable laws and regulations.

Questions?

If you have any questions about how we use AI, or if you wish to exercise your rights regarding your personal data, please contact us at info@greatearth.se.

If you have concerns regarding the processing of your personal data, you may also contact the Swedish Authority for Privacy Protection (IMY) or your local data protection authority.