The three levels of the seal of quality

Bronze

Level 1

Aware

The starting point. Aware lays the foundation for responsible AI: clear rules, named owners and verified basics. For businesses that want to start with AI in a structured and legally sound way.

What a business has to demonstrate · 7 items of evidence

Appoint an AI leader
Carry out the AI readiness assessment
Draw up AI guidelines
Draw up AI ethics guidelines
Risk classification under the EU AI Act
Transparent communication towards guests
AI leader coaching (4× per year)

The signal: the business knows its obligations and acts responsibly.

Silver

Level 2

Ready

From foundation to everyday practice. At Ready the whole team is trained — from the front desk to management. AI is not only governed, it is applied safely.

What a business has to demonstrate · 9 items of evidence

All 7 items of evidence from Aware, plus:
Basic training for all team members
Training for the superusers

The signal: competence across the team — not only in management.

Gold

Level 3

Expert

The summit: the business uses AI responsibly & sustainably — an example for the industry.

Requirements

Available from 2027.

The signal: industry leadership in the responsible use of AI.

And for your guests?

The seal works outwards too. Three visible signals tell guests that their host handles artificial intelligence — and their data — responsibly.

A visible seal

The SMART AI seal of quality at reception and on the website shows at a glance: this business takes responsible AI seriously.

QR explainer page

A QR code on the seal leads to a plain-language explainer page: what the seal means, what it stands for and how guest data is handled.

Public directory

Every awarded business is publicly listed — so the seal can be verified independently at any time.

What the seal promises your guests

A trained team

Team members are trained and tested in working with AI — they know what the tools can do and where their limits lie.

Transparency

Wherever AI is involved — with automated replies, for example — guests can tell. Nothing happens behind their backs.

Protected data

Guest data is handled in line with the GDPR and the Swiss FADP — and does not end up in AI tools uncontrolled.

Clear responsibility

There are binding AI guidelines and one responsible person in the house — verified and supported on an ongoing basis.

See SMART businesses