How We Use AI

Transparency is a word we use often, and we want it to mean something concrete. This page explains exactly how, where, and why we use artificial intelligence at Promptare.ai.

1. What we do

Promptare.ai is a creative production studio. We use generative AI tools — models for generating images, video, animation, audio and voice — to produce visual content commissioned by our clients: ad spots, product videos, social content, animations, educational material and experimental creative projects.

2. What we DON’T do

• We don’t develop our own AI models
• We don’t sell AI software or licenses
• We don’t build or distribute chatbots or conversational agents
• We don’t offer AI-based automation services on behalf of third parties

3. Human direction, AI execution

Every piece of content we produce starts with a brief discussed with the client and is directed by a person, not generated autonomously by a system. Our team writes the prompts, selects the most suitable models, evaluates and selects the outputs, and handles the final edit. AI is the production tool, not the creative decision-maker.

4. Tools we use

We work with several generative AI models and platforms, selected based on the specific needs of each project — video generation, image generation, animation, voice synthesis and music. The combination of tools used varies from project to project, depending on the creative outcome required.

5. Transparency on content

In accordance with Article 50 of EU Regulation 2024/1689 (AI Act), all AI-generated content produced by Promptare.ai is identifiable as such through the technical marking embedded by the generative tools we use (paragraph 2). When we deliver a project, we clearly inform the client of the AI-generated nature of the content, so they can in turn meet any transparency obligations under applicable law at the point of publication.

6. Deepfakes and content depicting real people or places

We create new content, we do not falsify existing content. Two limits are never crossed.

No deepfakes. We do not produce content that deceptively reproduces a real person, place, or event, making it appear authentic when it is not.

Written authorization required. If a project involves modifying or generating the likeness of a real, recognizable person or place, we only do so with written permission from the rights holder.

Article 50(4) of the AI Act requires visible disclosure for this type of content — an obligation that falls on whoever publishes the content to the public (the “deployer”), in most cases the client, not us. When a project falls into this category, we flag it explicitly at delivery, leaving it to the client to decide whether and how to disclose it on their own channels.

7. Client data and material

Material clients provide us for content production (images, logos, briefs, references) is used exclusively for the commissioned project. We do not use client material to train AI models, nor do we share it with third parties beyond the tools necessary for production.

8. No binding automated decisions

Promptare.ai does not use artificial intelligence to make automated decisions that produce legal or similarly significant effects on individuals. Every output generated by our tools is reviewed, selected and approved by a person before delivery.

9. Our philosophy

We believe artificial intelligence is an extraordinary tool when guided by creative intention. We don’t want to replace creative thinking with an algorithm — we want to amplify it, making it accessible to those who previously couldn’t afford cinema-quality production. That’s why we believe in transparency: anyone who works with us always knows exactly how we’re producing their content.

10. Questions

If you have questions about how we use artificial intelligence for your project, write to us at contact@promptare.ai. We’re always happy to explain our process.