AI tools can save time in editing. Some uses can also change what a person says or what viewers believe is real, and those need a different conversation. This policy explains how New Way Work (MediaTuig B.V.) uses AI on client work and which limits always apply. It applies to every project, together with our data processing agreement and terms and conditions.

1. People make the creative decisions

A human editor makes and reviews every creative decision in your edit: which moments to use, the structure, the pacing and the story. AI can support that work. It does not decide what goes into your video, and every edit is reviewed by a person before we deliver it.

2. Assistance and synthetic content

We distinguish between two kinds of AI use.

Assistance helps an editor work faster without creating new content. Examples are transcribing speech, finding passages in long recordings, describing shots so they are easier to find, suggesting a rough selection and technical corrections such as reducing background noise.

Synthetic content is created or altered by AI to look or sound real. Examples are a cloned or generated voice, a generated or altered face, changed lip movements and a statement that someone never made.

Some features in professional editing software use AI and run on the editor’s own workstation, such as noise reduction or automatic reframing. We treat these as ordinary editing tools, as long as they do not send your material to an external service and do not create synthetic content. Any feature that creates synthetic content falls under section 5, wherever it runs.

3. Your material and external AI services

Where possible, we transcribe footage locally on our own hardware, so the audio does not go to an external AI service.

We only use an external AI service on your material when we have agreed this with you for that project. Before we do, we tell you:

• which service we want to use and for what;

• what it receives, for example audio, a transcript or still frames;

• where it processes the data;

• whether the provider may keep the data or use it for any other purpose.

The standard briefing estimator in My NWW works without sending your brief to an external AI service. Before we use an external AI service on your material for an agreed project, we identify it on our sub-processors page, agree the intended use with you and check the data-processing and transfer arrangements. Where it acts as our processor, our data processing agreement applies to our use of it. If your footage is confidential, share it only once those arrangements are clear, or rule out external services altogether (section 7).

4. Your material is never used to train AI models

We never use your footage, audio, transcripts, briefs or deliverables to train AI models. We only use an external AI service on your material if its terms do not allow the provider to use that material to train its models.

5. Synthetic faces, voices and statements

We do not create synthetic faces, voices or statements without the explicit written consent of you and of the people concerned: everyone whose face, voice or words would be generated or changed. The consent must cover the specific use. We may ask to see it before we start.

Even with consent, we do not create synthetic content that is meant to mislead viewers about what a real person said or did, and we never make deceptive political deepfakes. Our acceptable use and content rights policy sets out what we do not edit.

6. Labelling synthetic content

Viewers should understand what they are watching. When a project includes synthetic content, we agree with you in the brief how this is made clear to viewers, for example with an on-screen label or a line in the caption or credits. You decide how and where the video is published, so please keep the agreed disclosure in place when you publish it.

The EU AI Act (Regulation (EU) 2024/1689) contains transparency duties for this. In general terms, image, audio or video content that has been generated or manipulated with AI and could falsely appear authentic, a so-called deepfake, must be disclosed as artificially generated or manipulated. For evidently artistic, creative, satirical or fictional work, a lighter form of disclosure applies. Platforms and advertising rules can add their own requirements. This section describes the rules in general terms and is not legal advice about your content.

7. Opting out

You can tell us, for a single project or for all your work, that:

• no AI tools may be used on your material;

• no external AI services may be used; or

• only specific tools may be used.

Add this to your brief in My NWW or tell your editor in the chat. We confirm your choice in writing and follow it. If opting out changes the scope or the points estimate, we tell you before work starts, as with any other change to the brief.

8. AI in our own operations

We also use AI support in our own business, for example for a first screening of job applications. There too, a person makes every decision. Our privacy policy explains how.

9. Questions and changes

Questions about this policy or about AI in your project? Email info@newwaywork.nl. We update this policy when our tools or the law change. The date at the top shows the latest version.