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RESPONSIBLE AI AT CRESTA

ELEVATING INNOVATION WITH ETHICAL INTELLIGENCE

At Cresta, we are dedicated to pioneering a future where artificial intelligence not only drives transformative business outcomes but does so ethically and safely. Our commitment to responsible AI is formally recognized through our ISO 42001 certification, which underscores our adherence to the highest standards of ethical practices in AI development and deployment. This certification enhances our dedication to trust, transparency, and the ethical use of AI, shaping a better, more human-centric future.

HOW WE AT CRESTA DEFINE RESPONSIBLE AI
We have identified four core areas that we believe should guide AI development and use, forming the foundation of how we innovate responsibly.

Fairness

Privacy & ethics

Transparency

Quality & risk mgmt.

Cresta meticulously balances fairness at the model level by leveraging diverse datasets, customizing models with proprietary customer data, and mitigating biases through robust monitoring. At the application level, Cresta fosters inclusivity by reinforcing context-specific best practices and minimizing human bias in performance management, empowering agents with diverse skills and backgrounds to be successful.
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Fairness
Cresta upholds the highest standards of privacy and ethics by focusing on enhancing agent performance and customer experience without compromising personal data. We do not use any protected explicit signals, such as metadata related to medical or financial attributes, in the process of training our models. We use industry-leading personally identifiable information (PII) redaction algorithms, as well as Payment Card Industry Data Security Standard (PCI-DSS) and ISO27701 compliance.
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Privacy & ethics
Transparency is at the core of Cresta’s responsible AI approach. We invest heavily in R&D designed to make it easier for humans to interpret and understand the outputs of our AI models, including cutting-edge techniques like Chain-of-Thought Reasoning (CoT) and Model-based Critique. We’ve developed a variety of internal tools designed to observe and benchmark our models, and will continue devoting resources and roadmap to exposing more of these directly to customers in ways that can add value and increase trust.
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Transparency
Our commitment to quality optimization and risk mitigation is evident throughout our development lifecycle. Our AI models are fine-tuned for context and use cases. We do extensive post-processing, leveraging techniques such as filter models, re-ranking, and self-critique to double-check the outputs of our LLMs. By continuously monitoring usage trends, implementing feedback loops, and employing risk mitigation strategies, Cresta ensures high-quality, ethical AI that evolves alongside our customers’ needs.
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Quality & risk mgmt.
DEPLOYING AI RESPONSIBLY

We work closely with our customers, deploying generative AI solutions in a phased approach for secure and responsible scaling. This process leads to the establishment of a Center of Excellence, where users become AI experts. In this hub, best practices, decision-making, and operational efficiency come together as users refine model quality. With Cresta Opera, our experts orchestrate these models, putting the transformative potential of AI directly in their hands.

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