Our ethical business framework

At i-spark, ethics aren’t an afterthought.

Ensuring data & AI serve society, not just systems.

We believe data and AI should serve people, organisations, and society. With integrity, responsibility, and care.

"Ethical business should not be just a slogan.
For me personally, it’s something that sits deep in my core. It’s about a deeply rooted sense that things should feel right. That translates into business relationships that are built on harmony. Sometimes, that even feels close to friendship."

Tamara de Heij

Founder & CEO at i-spark

The foundation behind our choices

Ethics are the ground we stand on in every collaboration. They keep our choices transparent and our delivery responsible. Our approach consists of three layers:

Philosophical and moral foundation

This is our guide when the choices feels complex or uncomfortable.

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Practical and economic lens

This pillar keeps us grounded in the everyday reality of projects.

Human-centred focus

We create an environment where colleagues and clients feel seen, heard, and supported.

Philosophical & Ethical foundation

These principles guide how we act. They reflect the organisation we strive to be, and the standards we hold ourselves to, even in the moments unseen.

Integrity

Choosing to do what is right, even when it’s uncomfortable or unnoticed.

Transparency

Being clear and open about our intentions, methods, and decisions.

Responsibility

Taking ownership when something doesn’t go to plan, and striving to restore trust when needed.

Practical / Economic responsibility

How we apply our principles in everyday business. Reflection of how we deliver work, interact with clients, and approach quality and decision-making.

Craftsmanship

We rely on well-prepared professionals who bring both knowledge and quality.

Commitment

We care deeply about the outcome and relationship. That means showing up, staying involved, and going the extra mile.

Reliability

We do what we say. We set realistic expectations, communicate clearly, and follow through.

Human-centered approach

The way we treat each other, as colleagues, professionals and people. Ethical business begins internally. That means building a work culture where people are seen, heard, and supported.

Harmony

We strive for connection and balance, both within the team and in projects with a client.

Empathy

We try to understand where others are coming from, even if we don’t agree.

Mental & physical well-being

We take people’s health seriously. That includes pace, pressure, energy and space to recover.

Where do the pillars meet our work with data & AI?

What does this framework mean in practice? For us, it comes to life in three focus areas that shape every project.

RCG (Risk, Compliance, Governance)

We see it as the backbone of accountability, not just legal formality.

Data quality and integrity

Without trustworthy data, responsible analytics and AI is impossible.

AI with intent

We resist hype. We adopt AI when it adds real, durable value and we explain why, how, and for whom.