AI disclosure statement

1. Purpose and scope

Destination Ontario (DO) endeavours to utilize artificial intelligence (AI) tools in a manner that promotes Ontario as a premier travel destination while safeguarding privacy, security, and public trust. This disclosure statement establishes a guide for the responsible, transparent, and accountable use of AI by Destination Ontario.

This statement applies to:

• All AI-related projects, services, and tasks undertaken by or on behalf of DO.
• Any procurement or usage of AI solutions by DO personnel in the course of their official duties.
• Any external or public-facing AI applications influencing communications with the public, industry partners, or other stakeholders.

2. Alignment with Government of Ontario directives, guidelines policies and frameworks

This statement adheres to and is guided by the following:

Framework:

Ontario’s Trustworthy Artificial Intelligence (AI) Framework | ontario.ca

Guidelines:

Principles for Responsible Use of AI | ontario.ca

Guidance and Best Practices for Using Generative Artificial Intelligence (Gen AI) - InsideOPS

AI policy & directive:

Artificial Intelligence (AI) Policy: The Trustworthy Artificial Intelligence Framework - InsideOPS

Responsible Use of Artificial Intelligence Directive – InsideOPS

Agencies and Appointments Directive | ontario.ca

Adjacent legislative acts and policies:

Public Service of Ontario Act

Freedom of Information and Protection of Privacy Act (FIPPA)

Corporate Policy on Information Sensitivity Classification

Oath of Office

3. AI principles and commitments

DO is committed to upholding the Government of Ontario’s principles for the responsible and transparent use of AI, which are as follows:

AI is used to benefit the people of Ontario.

Tourism Advancements: AI implementations will enhance travel planning, highlight attractions in Ontario, and support the overall growth of the province’s tourism sector.

Service-Oriented: AI-driven applications shall be implemented with the needs of traveller partners and the public at the forefront.

AI use is justified and proportionate. AI systems must be reliable and valid.

Fit-for-Purpose: AI solutions will only be employed where they provide benefits that align with DO’s objectives.

Reliability: AI tools shall be tested, validated and periodically reviewed to ensure dependable outputs.

AI is used in a safe, secure and privacy-protective manner.

Data Security: DO prohibits the submission of sensitive or confidential data to any AI tools. Only data that is deemed low-risk and aligned with privacy mandates may be inputted into AI systems.

Ongoing Risk Management: DO staff will follow established information security protocols and risk assessments outlined in internal documents such as business cases, annual AI reports etc., to prevent unauthorized disclosure or misuse of data.

AI use is human rights affirming and non-discriminatory.

Equity and Inclusivity: DO commits to reviewing and fact-checking AI outputs to avoid unintended biases, stereotypes or discriminatory content.

Active Oversight: Human oversight remains a crucial element to verify and refine AI-generated outputs.

AI use is transparent, and meaningful explanations of its use are provided, where relevant.

Public Disclosure: DO details its AI usage in a format that is accessible to the public.

Accessible Information: DO will publish and update its AI disclosure statement on its website to clearly identify how tools are being used to support the public.

AI use is accountable and responsible.

Governance structures: DO maintains an internal approval mechanism to classify, approve/disapprove and manage AI-use based on risk.

Public inquiries: The public may submit questions or concerns related to AI usage through the provided feedback channels:

Attention: Destination Ontario AI Governance Team
E-mail: destinationontario@ontario.ca

Tel: 437-216-2388

4. Representative AI use cases

DO uses AI tools and incorporates AI-generated outputs in a number of ways. The following use cases describe how AI is used and is grouped by content or workflow type.

A. Text generation and refinement

Idea generation: AI tools serve as collaborative “thinking partners”, providing brainstorming prompts, feedback and structural suggestions during early-stage planning, concept development or campaign ideation.

Content creation:  AI can draft variations of text for optimization testing and channel delivery, ensuring consistency with the agency’s mandate and service goals.

Content and grammar refinements and enhancements: AI may suggest language improvements or stylistic edits in written work, with final oversight and fact-checking by human experts ensuring alignment with legislative standards and organizational values.

B. Image creation and modification

AI-generated images: AI may produce or modify images, such as iconography or clip art. It may also be used to extend image backgrounds to tailor visuals for wide-screen or unconventional formats without compromising authenticity. Only inconsequential portions of backgrounds may be extended or adjusted. The principal subject matter will remain unaltered to avoid misrepresenting real-life settings.

Attribution and transparency: Where possible, sources and inspirations behind AI-modified or generated images are acknowledged. DO will only modify assets that it owns the explicit rights to. Visual materials that are substantially AI-derived include a disclosure statement about their AI-assisted creation.

C. Audio, video and interactive tools

Enhance audio and video content: AI may be used to remove background noise, correct lighting or stabilize recordings for public-facing materials and promotional media. AI technologies may generate captions, transcripts or interactive elements to enhance the accessibility of educational or consumer-facing materials.

D. Multilingual translation and communication

Translation services: AI may assist staff or service representatives in rapidly translating written materials or conversational text to support visitors, partners or stakeholders who would like to access this information or services in another language. Where possible, AI-generated translations are reviewed for cultural nuances and correctness by knowledgable staff or external vendors before being used.

5. Disclosure and accessibility

Disclosure statements: Any publicly released content that is materially influenced by AI includes a suitable disclosure statement, such as:

“This [content/creative/material] has been generated or enhanced using artificial intelligence (AI). All AI-generated outputs have been reviewed and verified by our team. For more information on our AI usage, read Destination Ontario’s AI policy.”

Accessible channels: Existing feedback or complaint processes remain available for stakeholders to request clarification or raise concerns regarding AI-informed decisions or content.

6. Roles and responsibilities

Destination Ontario Board of Directors

• Ensures that artificial intelligence (AI) risk management is undertaken in alignment with the principles and requirements of the Responsible Use of AI Directive.

Destination Ontario senior management

• Oversees policy implementation and adherence to Ontario government directives.
• Reviews and grants final approval for AI use cases that require additional scrutiny due to their complexity, data protection considerations or broader public impact.
• Provides ongoing resources, training and guidance to staff on the use of AI.

Destination Ontario employees

• Complies with internal guidelines, all related OPS directives and privacy and data protection requirements.
• Maintains clear records of AI use, prompts, and outputs (including their verification) used in official communications.
• Ensures the incorporation of the AI disclosure statement where AI outputs are included to maintain transparency.
• Submits appropriate documentation when proposing new or advanced AI uses.

8. Compliance and statement review

DO reserves the right to revoke or modify AI usage approvals if any breach of related guidelines or directive occurs or if unanticipated risks arise. Non-compliance may result in disciplinary measures, in accordance with existing OPS protocols and the Public Service of Ontario Act.

This policy will be formally reviewed every year, or as needed, to maintain alignment with relevant government regulations, technological advancements and evolving best practices.

Conclusion

DO seeks to innovate responsibly, protect public trust and deliver exceptional services in promoting the Province of Ontario as a world-class travel destination.

Our structured approach to AI usage, centred on transparency, accountability and risk management, underpins our mandate to champion Ontario’s tourism sector in a fair, secure and inclusive manner

For more information

If you have questions regarding this policy or would like further information on how Destination Ontario utilizes AI, please contact:

Destination Ontario AI governance team

Email: destinationontario@ontario.ca

Telephone: 437-216-2388

Statement version: Draft v1.1 (January 2026)