Last Updated: May 29, 2025

INTRODUCTION

HomeTree Digital is committed to the responsible, transparent, and secure development of artificial intelligence technologies as part of its Services (herein referred to as “AI Components”). This page outlines HomeTree Digital’s approach to AI governance and compliance, structured around its guiding principles and key areas of impact. HomeTree Digital aligns its practices with international standards, such as ISO/IEC 42001:2023, to help ensure that its AI Components are trustworthy, compliant, and suitable for the needs of its customers and society at large. 

These policies and practices may change as the Services and industry evolve, so please check back regularly for updates. Capitalized terms used below but not defined in this policy have the meaning set forth in the governing agreement. 

GUIDING PRINCIPLES

Responsible Innovation 

HomeTree Digital is guided by a framework of responsible artificial intelligence innovation whereby it adheres to its founding principles of Consent, Control and Collaboration throughout its AI supply chain. This means HomeTree Digital requires that each person consent before creating any type of data visualization video, especially if it includes their personal data. This requirement applies to all forms of data visualization and visual representations of data created by and on behalf of a specific customer. HomeTree Digital’s platform and policies are also integrated with a trust and safety layer that is designed to help prevent the generation and distribution of harmful content. This includes a prescriptive Acceptable Use Policy that is supported by a dedicated Trust and Safety Team and further operationalized by automated and manual verification and content moderation tools and filters. And lastly, HomeTree Digital partners with regulatory bodies, media organizations, and research institutions in search of the best practices for its customers on the responsible use of AI. 

Rights of Customers 

HomeTree Digital is committed to respecting the rights of organizations and businesses that use its Services, by communicating transparently and empowering them with choice. The Services, and HomeTree Digital’s related practices, incorporate measures designed to respect their intellectual property rights, protect their data, and maintain confidentiality. As further described below in the section titled ‘Governing Agreements,’ Customers own the content they generate using the Services and are not responsible for HomeTree Digital’s separate R&D and development decisions. HomeTree Digital handles customer data in accordance with its customers’ written instructions while adhering to rigorous security and confidentiality safeguards and standards. 

Rights of Individuals 

HomeTree Digital is deeply committed to upholding the rights of individuals and to protect the public from harmful content and misuse of AI technologies. HomeTree Digital’s Acceptable Use Policy prohibits the use of Services for activities that infringe on individual rights, such as creating defamatory, inciteful, abusive, or discriminatory content. HomeTree Digital enforces these restrictions to help ensure that the AI Components are used responsibly, aligning with the broader goal of safeguarding privacy, promoting freedom of expression within ethical bounds, and preventing discrimination. Furthermore, HomeTree Digital’s Content Integrity Policy offers individuals a streamlined process to report copyright and privacy concerns regarding content generated by users. 

KEY AREAS OF IMPACT

Accountability & Explainability 

HomeTree Digital and its customers have a shared responsibility to prevent abuse and mitigate harm. To foster clarity and initiative between the parties in this regard, HomeTree Digital integrates a structured approach to defining roles and reinforcing responsibilities along the entire AI supply chain, beginning with R&D and model creation and extending through to customer deployment. 

Roles under Regulations 

HomeTree Digital’s role and responsibilities, as well as those of its customers, shift based on the stage of the AI supply chain and the applicable legal framework. When creating and pre-training AI Components, HomeTree Digital serves as the “controller” under privacy frameworks like GDPR and applicable U.S. privacy laws such as the CCPA and CPRA. When making these components available to customers as part of the Services, it acts as a “provider” under AI frameworks like the EU AI Act. However, once customers choose to use the Services, they take on the role of “deployer” under the EU AI Act, and under privacy law, they assume the responsibilities of the controller (as they determine the purposes and means of processing), while HomeTree Digital transitions to the role of “processor” (as it processes the data on behalf of the customer). To the best of HomeTree Digital’s knowledge, its AI Components, when used as intended and in accordance with the Acceptable Use Policy, are not classified as High-Risk AI Systems under the EU AI Act. 

Customer Choice 

The Services are intended for use by businesses of all sizes, across diverse industries and geographies. As a processor and provider of the Services, HomeTree Digital offers features and controls to help customers meet their unique compliance obligations, however, it is ultimately the customers’ responsibility to deploy and use the Services in accordance with the laws that apply to them. 

Internal Governance & Policies 

HomeTree Digital’s internal governance and policies are designed to ensure that roles and responsibilities are defined and enforced for AI Component development and monitoring. The following are examples of roles designed to oversee AI-related decisions and their impacts: 

  • AI Governance Council: Includes data that can be used to personally identify you, such as your name, email address, contact number, firm name, and job role.  
  • Data Protection Officer: This role involves overseeing data management practices, including ensuring data quality, provenance, and compliance with data protection regulations. 
  • Security & Compliance Teams: HomeTree Digital’s formal information security program includes clearly defined information security roles, responsibilities, and accountability. These individuals help ensure that the AI Components are secure and comply with relevant regulations. 
  • Customer Support Liaison: This role is dedicated to managing customer interactions related to AI Components, ensuring transparency, and providing clear explanations.

Governing Agreements 

HomeTree Digital’s governing agreements with its customers are designed to promote accountability by allocating the rights, responsibilities and remedies of a party based upon their relative ability to exercise control and influence over the means and purposes of processing. HomeTree Digital believes it’s appropriate for a customer to indemnify it for the content that they generate because HomeTree Digital is a passive service provider – the customer has agency to create its own data visualization and to distribute and post them. 

Explainability 

HomeTree Digital is committed to making its AI Components understandable and explainable to customers and their users. The inherent transparency of the Services, where AI outputs are directly tied to customer-provided inputs, ensures that discrepancies between expected and actual outputs are immediately apparent. his clear linkage between input and output provides a straightforward explanation, allowing customers to both trust and effectively interact with its systems, but also to anticipate harmful scenarios and mitigate abuse. 

FAIRNESS & TRANSPARENCY

HomeTree Digital’s AI Components are designed and operated to help ensure equitable outcomes for its customers and their users. HomeTree Digital implements bias mitigation strategies at multiple stages of the AI lifecycle, from performance data collection to model development that are designed to avoid discrimination based on race, gender, age, and other protected characteristics. Regular audits and bias assessments are conducted to monitor and correct emerging biases. 

TRAINING, DATA & PROVENANCE

HomeTree Digital does not use Customer Data, including inputs or outputs, to pre-train its AI Components. Any processing of Customer Data that requires, or results in, the fine-tuning of AI Components is subject to the written instruction of the customer, in accordance with their governing agreement. HomeTree Digital establishes and maintains a documented process for tracking the origin and history of performance data used to develop its AI Components, however, the specifics of the data sets and their preparation processes are proprietary and confidential, and only disclosed in certain cases, such as where HomeTree Digital is required by law to do so. 

SECURITY AND PRIVACY

HomeTree Digital employs appropriate data protection and privacy measures designed to ensure that its AI Components are developed in a privacy-centric and compliant manner, and that their use by customers, including any processing of Customer Data, is safeguarded and secure.  

HomeTree Digital adheres to the principles of data minimization, encryption, and secure storage.  Security by design and by default is integral to HomeTree Digital’s AI development process. HomeTree Digital implements industry-leading security practices, including secure coding, regular penetration testing, and continuous vulnerability assessments. HomeTree Digital’s AI Components are designed to be resilient to both accidental failures and malicious attacks, to help protect the integrity and confidentiality of AI-generated outputs. 

SAFETY AND HEALTH

HomeTree Digital recognizes the potential impact of AI Components on the physical and mental well-being of individuals. Accordingly, HomeTree Digital designs its AI Components with safety as a primary concern, implementing safeguards to prevent harm, for example, by requiring that all customers and users abide by the Acceptable Use Policy, and moderating content at the point of generation, using algorithmic and manual means.

Red Teaming 

HomeTree Digital regularly tests its trust and safety measures, using independent experts, to test the robustness of safety systems. Practices, such as red teaming content moderation, are then used to further improve our safeguards. 

Ethical Impact Assessments 

HomeTree Digital’s AI development process includes comprehensive ethical impact assessments by its internal AI Governance Council that are conducted prior to launching any new AI feature or update. These assessments are designed to evaluate potential psychological and emotional impacts on users and the broader public. 

FINANCIAL AND ECONOMIC IMPACT

HomeTree Digital assesses the economic impact of its AI Components on individuals and groups and implements moderation processes designed to prevent financial harm by way of impersonation, fraud, or misinformation campaigns. HomeTree Digital continuously evaluates potential scenarios where AI outputs could influence financial decisions and iteratively improves its moderation practices and filters to stay ahead of emerging trends, tactics, and potential for abuse.  

ACCESSIBILITY

HomeTree Digital is committed to making its AI Components and Services accessible, regardless of ability. This includes support for assistive technologies, adherence to accessibility standards, and continuous improvement based on customer and user feedback.  

ONGOING IMPROVEMENTS & AUDITS

HomeTree Digital is committed to the continuous monitoring and improvement of its AI Components. It regularly monitors AI performance, incorporates customer feedback, and adapts to new developments in AI technology and regulation.