Artificial intelligence

Here are the principles that representatives must consider to reconcile the responsible use of AI with their ethical obligations:

• Choice of AI: Generative AI is one of the many tools available in artificial intelligence. The choice of AI type should be documented, specifying the approach that led to this decision as well as its integration. This will not only provide a clear understanding of the benefits and risks, but also demonstrate the steps and considerations taken prior to its adoption. 
  
  Representatives carrying out their professional duties on behalf of a firm, independent company or broker must ensure that any use of AI complies with the rules, policies and instructions of their firm, broker or independent company as well as the type of AI authorized.
• Understanding benefits and risks of AI: Representatives must keep their knowledge up to date by taking the necessary training to understand AI, its impact on their practice and the evolution of related technology. They must understand not only how to integrate AI into their practice but also know its limitations, opportunities and risks, including the dissemination of erroneous or misleading information, bias, untrusted code, cyberattacks, phishing, etc.
• Transparency and appropriate use of AI: The fundamental ethical principles remain unchanged. AI must be used to enhance the client experience, particularly by offering personalized solutions, speeding up administrative processes and identifying suitable savings and coverage opportunities. Representatives must always act in the client’s interest, be transparent and inform the client, in a clear and accessible manner, of any use of AI. The client must understand the purpose for which AI is used by the representative and be aware of his or her right to contest or obtain explanations. Representatives are obliged to provide the information necessary to ensure this comprehension.
• Security and protection of personal information and confidential data: Representatives must carefully evaluate the AI system used (closed/public or private). This involves verifying whether the AI is recognized as secure and complies with high cybersecurity standards. They must also comply with the applicable rules, policies and instructions of their firm, broker or independent company, where applicable. They must ensure that the data transmitted to the AI is protected and treated in a confidential manner, particularly through a closed and private AI system. It is essential that they know where this information is stored, how it is used and what security measures are in place to prevent unauthorized access. In the case of a public system, queries must not contain any personal or confidential information.
• Ensuring rigorous compliance: Representatives who use AI in their work must ensure that the tools they use meet regulatory compliance requirements. They must also ensure that they comply with the laws and regulations applicable to their sector in order to meet their ethical obligations.
• Professional responsibility: Although AI can help generate analyses and recommendations, representatives retain full responsibility for the advice given to their clients. It is advisable to adopt a methodical and progressive approach to integrating AI, ensuring that it generates operational efficiencies while maintaining the representative’s responsibility for the quality and relevance of the final product. Therefore, it is crucial to verify the accuracy and reliability of the results generated, as the representative remains accountable for their use.

The responsible use of AI requires a balance between technological innovation and respect for the fundamental values of the profession: objectivity, integrity, professional independence and competence. By integrating these principles, representatives can benefit from the advantages of AI while preserving the trust of their clients and meeting their obligations.

As AI is constantly evolving, it is essential to remain vigilant in the face of emerging developments and risks in order to ensure the continued application of best practices.