AI accountability

We use AI in three ways:

Texts: AI can help us draft or improve product descriptions, category texts and other website copy. These texts are always reviewed by our team before publication.

Images: AI can generate product visualisations, mood images, sample designs, category images or promotional content to visually illustrate products, materials, formats or applications.

Production: AI supports internal choices in our production, for example in planning or selecting the most efficient workflow. These applications are for internal use only.

The AI applications described in this document — content generation and production support — do not process customers' personal data.

AI does not make automated decisions about customers, prices, orders, delivery or access to services. Decisions that affect you are made by staff or follow from rules and systems that remain under human oversight.

AI is a tool for us, not a replacement for human judgement. Texts and images we publish externally are checked for accuracy, appropriateness and compliance with our guidelines before they become visible to visitors.

Suggestions or choices from AI in production are reviewed by our staff and may be adjusted or overridden.

AI-generated images are intended as visual illustrations and do not represent an exact depiction of a physically delivered product, person, location or situation. Colours, textures, proportions, finishes and details may differ from actual printed materials.

AI images on our website are not automatically identical to the files you submit or receive. For your final order, your own design, chosen product configuration and the information in your shopping cart, order confirmation or quotation always apply.

AI-generated images published by Adrie Production B.V. h.o.d.n. dwcprint may not be copied, edited or reused for commercial purposes without permission. You remain responsible for the rights to files you submit yourself.

AI-generated texts on our website concern product information, explanations or promotional content. They do not constitute legal, medical or financial advice.

Product specifications, delivery times, prices and terms in your shopping cart, order confirmation or quotation take precedence over general website copy.

In our production, we use AI to support more efficient internal choices, for example when scheduling work or selecting a suitable workflow. This use is for internal purposes only and is not visible to customers.

AI in production has no direct influence on the price you pay, on acceptance of your order or on individual customer communication.

The EU AI Act (Regulation (EU) 2024/1689) sets requirements for certain AI applications. In particular, the transparency obligations in Article 50 are relevant for organisations that deploy AI publicly or publish synthetic content. These obligations apply gradually; in part from 2 August 2026.

For Adrie Production B.V. h.o.d.n. dwcprint, the following applies:

We offer a built-in AI shop assistant for logged-in customers, with a clear notice that you are chatting with AI. It helps with product information, configuration and cart — not a replacement for human customer service on complex or complaint-related matters.

We do not use AI for emotion recognition, biometric categorisation or similar applications subject to additional disclosure requirements.

Our AI applications do not fall under the high-risk AI categories in the AI Act, such as AI for recruitment, credit scoring or essential public services.

We do not publish deepfakes or AI texts on matters of public interest within the meaning of Article 50. Our AI texts and images concern product information and illustrations.

We are open about our use of AI in this document. Where AI has been used for images or texts on our website, we treat that content as AI-supported and illustrative unless stated otherwise.

Machine-readable marking of synthetic content (Article 50) primarily imposes additional obligations on AI model providers. We monitor legal developments and adjust our practices when required.

For more on how we handle personal data, see our Privacy policy. AI applications outside this document — for example internal tools for staff — are governed by our internal policies and privacy policy.

Although we strive for clear and realistic content, AI-supported texts or images may contain unintended inaccuracies. Adrie Production B.V. h.o.d.n. dwcprint is not liable for decisions based solely on AI-generated content without checking product specifications, proofs or quotations.

Our use of AI and its application may change over time, for example due to new technology or amended legislation. We may therefore update this document. The most recent version is always available on our website.