SPROUD’s Conduct on AI Use in Client Projects
Revision 1.0 (September 2026)

As you engage us for a project, we may use AI-assisted tools where they improve efficiency, creativity or production quality. When we do, we strictly adhere to the principles outlined below:

  1. Your project is under human control. AI may assist with writing, design, images, video, audio, animation, coding, research or production tasks, but our Team remains responsible for the work we deliver to you and is always at the helm.
  2. We review AI-generated work before delivery. AI output is never treated as finished work automatically. We review it for quality, accuracy, suitability, unintended content and potential legal or rights-related concerns.
  3. We use AI where it is appropriate. We do not use AI simply because it is available. We consider whether its use is suitable for the project, the material involved and your requirements.
  4. We respect your instructions on AI use. If your organisation has restrictions on AI, approved-tool requirements or disclosure policies, we work within those requirements where they are communicated to us.
  5. We do not upload your confidential information casually. Client briefs, unreleased campaigns, scripts, footage, source files, business information and other confidential material are not submitted to public or unapproved AI services without a valid production reason, appropriate safeguards and Client disclosure and approval.
  6. We treat AI prompts and uploads as potential data disclosures. Information entered into an AI service may be processed or retained by the service provider. We therefore consider what information is being shared before using AI tools.
  7. We prioritise appropriate business or protected AI environments for sensitive work. Where practical, we use AI services, account settings or contractual arrangements that provide stronger privacy, security and data-control protections.
  8. We minimise the personal data we use. Where a task can be completed without identifying information, we remove or replace names, contact details and other personal information before using AI.
  9. We handle personal data in accordance with Singapore law. Where personal data is involved, we manage it in line with applicable requirements under Singapore's Personal Data Protection Act and our own data-handling obligations.
  10. We do not use sensitive identification data unless necessary.NRIC, FIN, passport details, financial information, home addresses and similar information are not submitted to AI systems unless there is a genuine project requirement and suitable safeguards are in place..
  11. We consider where AI services process data. Some AI services process information outside Singapore. Where personal data is involved, we take appropriate steps to ensure overseas processing is handled consistently with applicable data-protection requirements.
  12. We do not keep AI-related data longer than necessary. Prompts, uploads, temporary files and generated material containing confidential or personal information are retained only for as long as they are needed for the project, legal obligations or legitimate business purposes.
  13. We apply our normal data-retention practices to AI-assisted work. AI does not create an exception to our general approach to project files, confidential information or personal data.
  14. We take accidental disclosure seriously. If Client or personal data is inadvertently exposed through an AI system, we assess the incident promptly and take appropriate, prompt action.
  15. We respect copyright and intellectual property. We do not assume that material available online is automatically available for AI training, modification or commercial use.
  16. We review AI output for possible third-party material. I-generated content can sometimes resemble existing artwork, characters, logos, music, writing or other protected material. We consider these risks and perform reviews, before including AI-generated material in final work.
  17. We consider the rights attached to source material. Client assets, stock material, third-party content and reference material are only used with AI where that use is consistent with the rights, licences and permissions available to us.
  18. We check commercial-use restrictions where relevant. Before using AI-generated material commercially, we consider the terms of the AI service and any applicable restrictions on its output.
  19. We do not automatically promise exclusive rights over AI-generated material. Where AI plays a significant role in creating an important asset such as a logo, character, soundtrack or campaign element, we consider the applicable ownership and licensing position before making exclusivity commitments. This is presented to the Client up-front.
  20. We do not clone a person's voice or likeness without appropriate permission. Realistic AI representations of Clients, performers, employees, public figures or other identifiable people are only created where the proposed use is properly authorised.
  21. We do not create deceptive synthetic content. We do not present fabricated interviews, testimonials, quotations, documentary footage, recordings or similar AI-generated content as genuine.
  22. We disclose synthetic content where authenticity matters. If AI-generated or heavily altered material could reasonably be mistaken for a real event, person, recording or factual document, we will consider appropriate labelling or disclosure.
  23. We avoid misleading impersonation. AI is not used by us for fraudulent impersonation, fake endorsements, identity deception or other misleading representations of real people or organisations.
  24. We do not knowingly create unlawful or abusive content. This includes exploitative, threatening, defamatory, non-consensual or otherwise unlawful material.
  25. We verify important factual information. AI-generated names, quotations, dates, statistics and factual claims are checked against appropriate sources where their accuracy is important to the project.
  26. We review AI-generated captions, transcripts and translations. utomated transcription and translation can introduce errors or change meaning, so important content is checked before release.
  27. We keep important decisions with people. AI may support analysis and production, but significant creative, editorial, commercial or people-related decisions remain under human oversight, review and control.
  28. We secure our AI accounts and systems. AI services are subject to the same general security expectations as other company systems, including appropriate account access, credential protection and permissions.
  29. We limit the permissions given to AI systems. AI tools or agents that can access files, send messages, publish content or perform other actions are given only the access needed for their intended purpose.
  30. We test automated AI workflows before relying on them. AI integrations are reviewed and tested before being used in production, particularly where they can access Client information or modify project files.
  31. We maintain accountability for the final result. Responsibility for our work remains with us. We do not treat AI output as an excuse for errors, inappropriate content or poor production decisions.
  32. We keep appropriate records of significant AI use. For projects where AI plays a substantial role, we may retain information about the tools used, the purpose of their use and the human review involved.
  33. We can discuss AI use with you. If AI materially affects the nature, authenticity, ownership, confidentiality or deliverables of a project, we will communicate this where appropriate.
  34. Our freelancers and contractors are expected to follow the same standards. People working on our behalf are required to respect applicable confidentiality, data-protection, security and project requirements.
  35. We escalate higher-risk AI uses for review. Uses involving sensitive personal data, confidential information, realistic impersonation, copyrighted material or other significant legal or reputational risks are reviewed before proceeding.
  36. We comply with applicable Singapore law and contractual obligations. Our AI use is subject to relevant Singapore laws, including data-protection and copyright requirements, as well as our agreements with Clients, licensors and other parties.
  37. We review our AI practices regularly. AI technology, provider terms and legal requirements continue to change. We update our tools, safeguards and internal procedures as needed.