Data Protection and Responsible Use of AI

At Global MMK, data protection is an essential part of how we operate. As a company working with media data, audience information, monitoring results, client materials, platform data and business-sensitive project information, we understand that trust is not only built through the quality of our analysis, but also through the responsible handling of data.

Data Protection

We process personal data only where necessary and in accordance with applicable data protection laws, including the General Data Protection Regulation (GDPR). Our approach is based on transparency, purpose limitation, data minimisation, confidentiality, secure processing and responsible use of technology.

We use personal data and project-related information only for clearly defined business purposes, such as service delivery, client communication, reporting, analytics, contractual performance, technical support, invoicing and legal compliance. Access to personal data and confidential project information is limited to authorised personnel who require such access for their specific tasks.

Global MMK applies appropriate technical and organisational measures to protect data against unauthorised access, loss, misuse, alteration or disclosure. These measures include controlled access rights, secure communication channels, confidentiality obligations, structured internal processes, data backups, system monitoring and regular review of data handling practices.

Where we work with external service providers, software platforms or technical partners, we ensure that appropriate contractual and organisational safeguards are in place. If personal data is processed on behalf of clients, such processing may be governed by a data processing agreement in accordance with applicable law.

We recognise the particular sensitivity of media, sports, sponsorship and business intelligence data. Client data, project files, analysis outputs, reports and platform data are treated as confidential business information and used only for the agreed purpose.

Responsible Use of Artificial Intelligence

Global MMK may use artificial intelligence, machine learning, automation tools and data-driven technologies to support its media monitoring, analytics, reporting, quality control and internal business processes.

These technologies may be used, for example, to assist with media classification, content monitoring, data structuring, report generation, workflow automation, research support, quality checks, pattern recognition and the improvement of analytical processes.

Where AI-supported tools are used, Global MMK remains responsible for the professional review, interpretation and final use of the results. AI-generated or AI-assisted outputs are not used as a substitute for human expertise, client-specific judgement or contractual responsibility.

Personal data is processed in connection with AI-supported tools only where a valid legal basis exists and only to the extent necessary for the respective purpose. We apply the principles of data minimisation, purpose limitation, confidentiality, transparency and appropriate security.

Global MMK does not use AI systems to make fully automated decisions about individuals that produce legal effects or similarly significant effects within the meaning of Article 22 GDPR.

Where external AI tools, software providers or cloud-based technologies are used, Global MMK assesses the relevant data protection, confidentiality and security requirements and implements appropriate safeguards. Client data, confidential project information and personal data are processed only in accordance with contractual obligations, applicable data protection law and internal security requirements.

Global MMK also recognises the importance of responsible AI governance. This includes human oversight, internal access controls, review of AI-supported outputs, confidentiality rules, documentation of relevant assumptions and sources, and the responsible use of AI technologies in line with applicable law, including the EU Artificial Intelligence Act where relevant.

Our aim is to provide reliable, innovative and data-driven services while maintaining a high standard of privacy, confidentiality, information security and professional responsibility. Data protection and responsible AI use are not treated as formal obligations alone, but as part of our commitment towards clients, partners, employees and all individuals whose data may be processed in the course of our work.

Verantwortlicher

Global MMK GmbH · Werner-von-Siemens-Str. 15 · 69198 Schriesheim · Germany
E-Mail: [email protected]
Weitere Angaben im Impressum.