AI technologies create new opportunities to deliver greater value to consumers, improve the effectiveness of our work, and increase access to trusted information.
At the same time, AI technologies introduce risks. We will use AI responsibly in ways that maintain and strengthen the trust consumers place in CHOICE. We will disclose any generative AI use in our content, including how, where and why it was used.
Our use of AI will be guided by the following principles.
Helping consumers
We will use and explore AI where it helps consumers make more informed decisions, improves access to trusted information, or increases the impact of our advocacy and testing work.
Human accountability
People have oversight over decisions, recommendations, content and advice. AI supports our work; it doesn’t replace professional judgement.
Accuracy and evidence
We will verify AI-generated outputs before they are published. Our testing, reviews, journalism, advocacy and consumer advice will continue to be grounded in evidence, expertise and independent assessment.
Independence and trust
We will use AI in ways that uphold our independence. We will not allow AI systems, vendors or commercial interests to compromise our editorial standards, testing methodology or consumer-first mission.
Openness and transparency
We will be transparent about the use of AI in our products, services and content. We will be able to explain how AI has been used and will not use AI in ways that mislead consumers.
Continuous learning and governance
We will regularly review our use of AI, monitor emerging risks and opportunities, and update our practices as technology evolves.
Last updated: June 2026