AI Policy

Purpose and scope 

This Policy explains how AI is used in the activities of the AI Coach brand, including:

• personal business coaching and mentoring;
• training in the use of AI tools;
• development of business ideas, offers, brands and digital products;
• preparation of educational and consulting materials;
• creation of text and visual content;
• the AI Coach GPT assistant, available through the ChatGPT platform;
• related educational projects and resources presented on aicoach.ee.

This Policy supplements the aicoach.ee Privacy Policy. The processing of data received through contact forms, bookings, subscriptions, payments and correspondence is governed primarily by the Privacy Policy.

AI Coach services 

Services provided under the AI Coach brand combine business mentoring, digital strategy and the practical application of AI.

The main areas of work include:

• developing and validating business ideas;
• shaping a business model and offer;
• planning the launch of a business or digital product;
• branding and digital strategy;
• selecting and applying AI tools to real-world work tasks;
• creating custom AI processes and workflows;
• learning how to formulate prompts, verify outputs and use AI safely;
• structuring individual tasks and identifying practical next steps.

Personal sessions are conducted by a human professional. The client is informed in advance that they are interacting with a coach or mentor, not an automated system.

How AI is used 

AI may be used as a supporting tool for:

• finding and comparing options;
• structuring information;
• creating preliminary plans and drafts;
• preparing questions, exercises and examples;
• developing texts, concepts, presentations and visual materials;
• demonstrating the capabilities and limitations of AI during training;
• creating learning scenarios and practical assignments;
• analysing publicly available information;
• accelerating specific stages of work on a business, brand or digital product.

The use of AI does not mean that the entire service or the final deliverable is produced automatically.

Human oversight and responsibility 

Final professional judgement in personal work with a client remains with the human professional.

Depending on the task, the coach:

• defines the objective of the work;
• selects appropriate methods and tools;
• assesses the client’s context;
• verifies material facts and sources;
• identifies possible errors, bias and unsupported AI-generated conclusions;
• edits prepared materials;
• discusses options with the client;
• decides which results may be used or delivered to the client.

An AI-generated response is not considered verified merely because it is expressed confidently, in detail or persuasively.

The client makes their own final business, financial, legal and other significant decisions. Where necessary, the client should consult an appropriately qualified professional.

The AI Coach GPT Assistant 

In addition to the brand’s personal services, a separate GPT assistant called AI Coach is available.

The assistant operates on the ChatGPT platform. Users access it via an external link from aicoach.ee and interact with it directly through the ChatGPT interface.

The assistant has no external Actions or APIs connected to it that transmit conversations to the AI Coach operator or to other services on the operator’s behalf.

The AI Coach operator does not receive and cannot view users’ individual conversations with the GPT merely because a user has opened the assistant through a link on the website. According to information provided by OpenAI, builders of custom GPTs cannot access users’ individual conversations with their GPTs.

Messages, files, account data and conversation history within ChatGPT are processed by OpenAI in accordance with the terms, privacy policy and account settings applicable to the user.

The purpose, limitations and recommendations for using the GPT assistant are published separately on the assistant’s page. This Policy does not replace those explanations and is not a guide to using ChatGPT.

Personal data and confidential information

The principles of data minimisation and confidentiality apply when AI is used.

The operator will not upload a client’s personal or confidential data to third-party generative AI services without:

• an objective need to do so;
• an appropriate legal basis;
• informing the client;
• assessing the risks;
• reviewing the terms of the relevant service;
• applying reasonable measures to anonymise and protect the information.

Demonstrations, training and the preparation of general materials primarily use:

• synthetic examples;
• anonymised scenarios;
• publicly available information;
• materials owned by the operator;
• materials for which permission to use has been obtained.

Messages submitted through forms on aicoach.ee are not transferred to the GPT assistant and are not automatically used as prompts for generative AI.

Clients and training participants are advised not to enter passwords, payment details, trade secrets, medical information or third parties’ personal data into publicly available AI services.

How AI is not used 

In the course of AI Coach activities, artificial intelligence is not used:

• to make fully automated decisions that have legal or similarly significant effects on an individual;
• to automatically evaluate clients or determine their professional suitability;
• to determine an individual price based on inferred personal characteristics;
• to assess creditworthiness or insurance risk;
• for medical or psychiatric diagnosis;
• to prescribe treatment or medication;
• to recognise emotions from a person’s face, voice or other biometric characteristics;
• for biometric categorisation or social scoring;
• to covertly manipulate an individual;
• to intentionally mislead an audience about the identity of an author, the origin of material or the reality of an event.

Accurancy and limitations of AI 

Generative AI systems are probabilistic and may:

• produce factually incorrect information;
• fabricate sources, links, figures or events;
• rely on outdated information;
• misunderstand context;
• reproduce stereotypes and systemic bias;
• suggest overly general or unsuitable solutions;
• present an assumption as an established fact.

Material information is therefore verified against reliable sources, taking into account the nature of the task and the potential consequences of an error.

AI does not replace legal, accounting, financial, medical or other regulated professional advice.

Transparency of AI-generated content

AI Coach informs its audience when AI has been used to a material extent in texts, images, audio or video, where the origin of the content may be relevant to its proper interpretation.

Depending on the format, this information may be provided:

• next to the material;
• in the publication caption;
• in the project description;
• on the relevant page;
• in a general website notice, if it is sufficiently clear for the type of material concerned.

Realistic AI-generated content that may create a false impression that a person, event, voice recording or video recording is real is labelled directly next to the content or when it is first displayed.

AI-generated characters, examples and scenarios are not presented as real clients, testimonials or verified results.

Routine technical processing, such as cropping, colour correction or spelling correction, is not in itself presented as AI-generated content.

Intellectual property and personality rights 

When using AI, the operator seeks to:

• use source materials only where it has the relevant right or permission;
• take account of copyright, trade marks and image rights;
• refrain from uploading confidential client materials to third-party services without the necessary grounds;
• refrain from intentionally creating misleading copies of real people, brands or protected works;
• review materials before commercial publication;
• refrain from claiming, without sufficient grounds, that an AI-generated output is unique or fully protected by exclusive copyright.

The client is responsible for having the necessary rights to any materials they provide for the work or independently upload to an AI service.

Rights to materials created as part of a specific client project are determined by the applicable agreement and legislation.

Non-discrimination and safety 

When AI-generated outputs are used and reviewed, the following risks are taken into account:

• discriminatory language;
• unsupported generalisations;
• distortion of facts;
• dangerous or unlawful recommendations;
• manipulative claims;
• exaggeration of the capabilities of a product or service;
• presentation of hypotheses as proven conclusions.

The complete absence of errors in third-party AI systems cannot be technically guaranteed. If a material issue is identified, the operator takes reasonable measures within its control.

Training in the use of AI

Training provided by AI Coach covers not only how to achieve results, but also how to use the technology responsibly.

Depending on the programme, the following topics may be covered:

• the probabilistic nature of AI;
• task definition and prompt creation;
• verification of facts and sources;
• protection of personal and confidential data;
• copyright and rights to source materials;
• identification of biased or potentially dangerous responses;
• transparency of AI-generated content;
• the need for human oversight;
• assessment of whether an AI-generated output is suitable for a specific business task.

Training participants are responsible for their subsequent use of the selected services and of materials created with those services.

Enquiries and corrections

Questions about the use of AI, reports of possible errors and requests concerning the labelling of AI-generated content may be sent to:

info [ @ ] aicoach.ee

The message should preferably include a link to the relevant page or material and a brief description of the issue.

Passwords, payment details, medical documents and excessive personal information should not be sent.

Changes to hanges to this policy

This Policy is reviewed when there are changes to:

• the services offered under the AI Coach brand;
• the ways in which AI is used;
• the AI services used;
• the functionality of the GPT assistant;
• the processing of personal data;
• the website and related digital products;
• applicable legislation or official guidance.

The new version is published on aicoach.ee together with its effective date.

Legal basis and official sourses 

This Policy has been prepared with regard to Regulation (EU) 2024/1689 on artificial intelligence, Regulation (EU) 2016/679 on the protection of personal data and official information provided by the suppliers of the AI services used.

1. EU AI Act — official overview and implementation timeline:
   https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai
2. European Commission guidance on transparency for AI systems and AI-generated content:
   https://digital-strategy.ec.europa.eu/en/faqs/navigating-ai-act
3. Regulation (EU) 2016/679 — GDPR:
   https://eur-lex.europa.eu/eli/reg/2016/679/oj
4. OpenAI — custom GPTs, conversations and data processing:
   https://help.openai.com/en/articles/8554407-gpts-in-chatgpt
5. AI Coach Privacy Policy:
   https://aicoach.ee/privacy-policy/

Version 1.0 | 02 August 2026 | AI Coach