PRINCIPLES

These principles guide what we build and how we build it.

Friendly

Technology should be easy to understand and use, with room for personality and humour. We design for different ways of thinking, communicating and interacting, including neurodivergent people.

Ethical

Respect privacy, consent and human choice. Give people clear control over what a system remembers and how their information is used.

Sovereign

More control over the models, hardware and data. We are developing systems that can run locally and work without a permanent internet connection.

Localised

Language, accent, humour and place matter. We want AI to reflect the people and communities using it, including here in Wales.

Green

Consider energy use, choose hardware carefully and make good use of what we already have. Measure improvements rather than making vague environmental promises.

Human Creativity

We build technology to help people create, communicate and express themselves. Human weirdness is welcome. Voice, humour and personality matter, along with remembering people’s context. The aim is to support people, not replace them.