Fact Sheet:
Responsible AI Principles and Governance for Tag’s Content Engine
Version: November 2025
Introduction
This fact sheet provides an overview of the responsible AI principles and governance framework for Tag’s Content Engine (formerly referred to as DICE). At Tag, our principles align with key global frameworks, including the EU AI Act, OECD AI Principles, and other relevant international laws and regulations.
Our Governance practices ensure our AI systems adhere to the highest ethical standards, legal requirements, and security protocols.
Responsible AI Principles
1. Safety, Security and Robustness - TAG'S CONTENT ENGINE is safe, secure, and resilient against attacks, malfunctions, or other risks that could cause harm. Due to the nature of our creative production services, our processing activities are relatively low risk in comparison to many other AI applications.
Thorough testing and validation of AI models has been conducted, implementing robustness protocols to prevent unintended consequences, and preparing for emergency mitigation. Nonetheless, we continue to assess the risk of harm arising from our AI practices.
Technical and organisational measures are in place to ensure the security of our AI systems and ensure they’re as resilient as possible preventing errors, fault or inconsistencies that could otherwise occur with TAG'S CONTENT ENGINE, or the environment in which it operates.
2. Fairness and Transparency – We understand that AI systems can sometimes reflect unfair biases from society. That’s why we work hard to make sure our technology doesn’t cause harm—especially when it comes to things like race, gender, sexual orientation, or personal beliefs.
We are clear about TAG'S CONTENT ENGINE capabilities, data usage, and decision-making processes.
Capabilities: It is an interactive platform that can be used to submit briefs, run performance analysis, and perform translations. It facilitates the interaction between the users and the AI system.
Data Usage: The data includes briefs, assets library, approvals and names of users submitting the briefs.
Decision Making Process: TAG'S CONTENT ENGINE does not make decisions and operates within a limited-risk framework. Its AI features should only be used in accordance with the Terms specified in the agreement. It has been designed to avoid bias or discriminatory outcomes and ensure fairness across diverse demographic groups.
3. Accountability and Human Oversight: Our AI systems do not make decisions autonomously without human intervention. Our AI systems provide opportunities for feedback and transparency for our clients. We have a clear accountability mechanism established to ensure that our AI systems are used responsibly and safely. Our AI Governance Committee is responsible for the ethical deployment and monitoring of the AI system, ensuring adherence to legal and ethical standards.
4. Data Protection and Privacy: As we build and use AI, we make privacy a priority from the start. Our goal is to create systems that respect people’s rights and freedoms. We've built in strong privacy protections by default, so we stay aligned with data protection laws. We also focused on data minimization and ensuring transparency about data collection and usage.
5. Partner and Vendor Oversight: We exercise due diligence in selecting and monitoring third-party partners and vendors involved in the AI technologies we develop and use for the benefit of our clients.
Frequently asked Questions (FAQ)
What type of data is entered in TAG'S CONTENT ENGINE?
Briefs, assets library, estimates, approvals, and the name of the users submitting the briefs.
Would personal data be transferred in TAG'S CONTENT ENGINE?
Personal information such as email address, login details, IP addresses Job Titles, cookies are not transferred to the AI system of TAG'S CONTENT ENGINE. Only the names of the users are transferred to TAG'S CONTENT ENGINE.
Will client data ever be contained in the information inputted in TAG'S CONTENT ENGINE (i.e. in the prompts)?
Yes, clients can submit their briefs in TAG'S CONTENT ENGINE.
Would client’s briefs or personal data be used to train TAG'S CONTENT ENGINE?
No client data or personal data will be used to train TAG'S CONTENT ENGINE. Overtime, we may consider this, but client approval will be obtained.
How is the data stored and in what region?
The data is stored in a secure database on AWS, which is dependent on the location the service is being provided.
How long will TAG'S CONTENT ENGINE retain the data?
The data is retained for the duration of the contract with the client.
Has a Comprehensive review been conducted to identify all existing regulations and guidelines that could potentially impact the development, deployment, or operation of the AI system?
Yes, we work with internal and outside counsel on risk mitigation, including monitoring relevant legislation, trustworthy AI guidelines, and industry standards. This ensures compliance with applicable laws and regulations."
Where can I find the guidance on permitted use?
This is available in our Acceptable Use Policy provided to you. Please read carefully and comply with the rules around permitted use.
Where can I find the Acceptable Use Policy?
The policy is available on the TAG'S CONTENT ENGINE platform and should be reviewed by all users before accessing the system. It will be also available on Tag’s website.
Does Tag provide assurances that Intellectual Property in inputs and outputs remains with the user.
Yes. The client owns the inputs and outputs of the models resulting from their use of TAG'S CONTENT ENGINE.
How is your data protected?
TAG'S CONTENT ENGINE employs robust security measures, including encryption and regular monitoring, to safeguard user data, privacy and client data.
What should I do if I encounter a problem or suspicious activity?
Users should promptly report any issues or suspicious behaviour to the designated support team or send an email to AskSecurity@tagworldwide.com or global.privacy@tagworldwide.com