Alchemyx is the artificial intelligence platform that lets Italian SMEs plan their advertising campaigns across online and offline media: the platform builds the plan, books the space and buys it directly, with no mandatory intermediaries and no fixed contracts.
When a business entrusts its advertising budget to an artificial intelligence, trust is not a detail: it is the heart of the service. That is why we have chosen to set out, publicly and verifiably, the principles by which we design, use and govern AI. This is not a statement of style: it is how we work every day.

 

The ten principles of the manifesto

1. We always declare where AI operates.

Artificial intelligence steps in at precise points of the platform: the guided brief, the engine that builds the media plan, and the Creative Studio that generates the creatives. We never hide the presence of AI behind processes that look manual: users always know when they are interacting with an automated system and when with a person.

2. AI-generated content is always recognisable.

The creatives produced by the Creative Studio are identified as content generated with the support of artificial intelligence, in line with European transparency obligations on synthetic content. Anyone viewing a campaign born on Alchemyx has the right to know it; so does the client who commissions it, and so do the media outlets that receive the creative.

3. Human oversight, always.

No AI output becomes a campaign without supervision. The plan built by the platform is presented clearly to the client before any purchase, the creatives can be reviewed and refined, and our team monitors how the systems behave. AI proposes and executes; responsibility for the choices stays in human hands.

4. The client stays in control.

On Alchemyx no spending starts without the client's explicit approval. Any Wallet balance not committed to an active campaign remains fully refundable: fees accrue only when the campaign actually starts, never before. Automation is there to simplify the work, not to take away control.

5. Your data stays yours.

Clients' campaign data and business information are never sold, transferred or used to train third-party artificial intelligence models. We process personal data in compliance with the GDPR, following the principles of data minimisation and purpose limitation: we only collect what is needed to deliver the service.

6. Security by design.

The platform is built on cloud infrastructure with access controls, environment separation and continuous monitoring. Security is not a requirement added at the end: it is a design criterion for every feature, from payments to the handling of creative assets.

7. Traceable decisions, transparent costs.

Every media plan is documented: the client sees which media make up the campaign, with which amounts and on which schedule, and receives clear invoicing and reporting. A system whose actions cannot be reconstructed does not deserve trust, however sophisticated it may be.

8. No discrimination, neither in content nor in algorithms.

We check creative outputs to prevent stereotypes, bias and discriminatory content. Planning is based on market data and official statistics, not on opaque profiling of individuals. We work so that AI amplifies the voice of businesses without ever compressing anyone's dignity.

9. AI at the service of businesses, not in place of people.

Alchemyx was created to give SMEs access to the multichannel advertising that used to be reserved for large advertisers. Our AI does not replace the creativity and market knowledge of the entrepreneur: it puts them at the centre, and builds around them the best plan those media can deliver.

10. Listening and continuous improvement.

We systematically collect client feedback and use it to improve the platform, the models and our processes. Our team follows continuous training on artificial intelligence and its ethical and regulatory implications: competence is the first form of responsibility.

 

Alchemyx and the EU AI Act

Regulation (EU) 2024/1689, known as the AI Act, is the world's first comprehensive regulatory framework on artificial intelligence. It takes a risk-based approach: it bans certain practices, imposes strict requirements on high-risk systems and sets transparency obligations for systems that interact with people or generate content.

Based on our assessment, the artificial intelligence systems Alchemyx uses for media planning and creative generation fall outside the prohibited practices and the high-risk categories defined by the Regulation. The obligations that concern us most closely are those on transparency: we have chosen them as a starting point, not as a finish line. In practice, our commitment to the AI Act translates into four practices:

•    Transparency on synthetic content: creatives generated with the support of AI are identified as such, in line with the requirements of Article 50 of the Regulation.
•    Transparency in interaction: when users are talking to an automated system of the platform, they know it.
•    AI literacy: the team that designs and runs the platform follows continuous training on the responsible use of artificial intelligence, in the spirit of Article 4 of the Regulation.
•    Regulatory watch: we follow the evolution of the AI Act, the European Commission's guidelines and the implementing acts, and we adapt our processes and platform as the requirements become applicable.

We regard regulatory compliance as a minimum standard, not a badge of honour. The direction Europe has set with the AI Act, an artificial intelligence that is transparent, subject to human oversight and respectful of fundamental rights, matches the way Alchemyx has been designed from day one.

 

A commitment that keeps evolving

Artificial intelligence evolves quickly, and so do the rules and best practices around it. This manifesto is not a static document: we review it periodically and publish the updated version here, with the date of the latest revision. If you have questions about how Alchemyx uses artificial intelligence, or suggestions on how we can do better, write to us: we will reply. Alchemyst LAB Srl, Piazza Castello 19, 20121 Milan, Italy. Contact: info@alchemystlab.com

Last revised: August 2026