AI policy

How we use AI

AI supports our work on ideas, design concepts, draft texts, translations, analyses, code and documentation. We select its role according to the purpose of the project, the data involved and the client’s requirements.

We work with tools approved for the intended use. We consider the quality of their results, supplier terms, security and data protection when choosing them. People working with AI develop the skills needed to assess its output and use these tools responsibly.

Quality review and responsibility

The DeMenso team is responsible for reviewing and accepting results. Before delivering material to a client, publishing it or deploying it, we check it to a level appropriate to the task: facts and sources, the brief, rights to materials and technical quality. Code undergoes review, testing and security assessment proportionate to the risks.

Where specialist knowledge is needed, AI output is reviewed by someone with the appropriate competence. A person decides whether and how the result is suitable for use. Responsibility for the service is governed by the agreement and applicable law.

Images and project presentations

This website uses photographs and images generated or developed with AI. Some scenes featuring the founders were created from their photographic references. Scenes made this way are illustrative rather than documentary.

Mockups present designs in an arranged setting. The work carried out and DeMenso’s role in each project are described in the individual project presentations.

Data protection and confidentiality

Passwords, access keys, sensitive personal data and confidential client materials must not be entered into public or unapproved AI tools. Work involving personal data requires an appropriate legal basis, data minimisation and suitable safeguards. Data entered in website forms is not automatically sent to AI tools.

Before approving a tool for protected materials, we assess its terms, account configuration, data retention, use of content for training, and data-processing and transfer arrangements. Client materials may only be used within the agreement and the client’s instructions.

Using client materials to train models at DeMenso or a supplier requires explicit permission in the agreement. Without that agreement, only tools and configurations that do not use those materials for training are permitted.

Client agreements and rights to materials

Project arrangements, the agreement and confidentiality obligations determine the scope of AI use. We respect agreed restrictions, including a prohibition on AI. Sensitive data or regulated projects may require restricted use or no AI.

Using AI does not change the agreed terms for transferring rights or granting a licence. Copyright, licences, permissions to use a person’s likeness and trade marks are assessed for the particular material and its intended use.

Subcontractors must meet at least the same requirements on AI, confidentiality and data protection as those established by the client agreement.

Limits on AI use

We do not permit AI to be used for deceptive impersonation, harmful manipulation, infringement of people’s rights or evasion of obligations to clients.

AI must not be the sole or dominant basis for decisions with significant effects on people without the required legal assessment and genuine human control. High-risk uses and biometric or emotion-recognition functions require a separate legal, organisational and technical assessment before approval; practices prohibited by law are excluded.

Transparency about AI

Information about AI use is tailored to the type of material or system, our role and applicable rules, including the AI Act. Our principles cover clear information about direct interaction with AI and labelling AI-generated or manipulated content where that content is subject to a disclosure obligation.

Required information should accompany the specific material or interaction, be provided no later than the audience’s first exposure and be accessible to people using assistive technology. The form of disclosure for creative work should preserve its presentation while clearly communicating the use of AI.

Contact and policy updates

Send questions about AI in our projects and materials, or comments on data, rights or presentation, to hej@demenso.se. A page link or project name and a short description are sufficient.

We update this policy as tools, working methods and legal requirements change. Details of personal-data processing are available in our privacy policy.