Ethical principles of AI

AI is a natural part of all our business processes. We use it in marketing, sales, project management, design, and coding, and integrate it into the apps and software we build for our customers. (Even in creating these guidelines.)

AI supports what we do, but never replaces human judgment, expertise, or creativity. It’s a tool in every Hurja expert’s toolbox, just like word processors, design tools, or code editors.

AI never makes decisions for us. A human sets the goals, guides the process, reviews the results – and takes responsibility. We don’t hand that over to a machine.

All AI solutions we develop are designed so that final responsibility always remains with the user. We ensure that humans can supervise, understand, and intervene in AI actions whenever needed.

We think for ourselves and keep learning continuously – that’s how we use AI smartly and responsibly. We don’t dumb ourselves down by blindly trusting algorithms. AI is always a permitted tool, but it should never replace human judgment.

When someone asks for help, we don’t just point them to AI – we join the conversation and offer our own perspective. AI is a great assistant, but real progress comes from thinking, interaction, and collaboration.

We make sure AI is used safely. Our solutions are designed to protect user data and follow data protection regulations. In client work, we only use trusted tools from Hurja’s AI toolkit and follow our information security principles in everything we do.

We regularly evaluate our use of AI and identify any potential risks in time. We don’t build systems that compromise privacy or enable unethical practices.

Continuous learning and knowledge sharing are part of our core values. We explore new tools boldly and constantly improve how we use AI effectively and responsibly.

AI comes with rules, and we play by them. The AI Act sets clear requirements for developers and users of AI solutions – and we make sure all our work meets those standards now and in the future.