Our values
What we stand for
Innocent isn't just a name. These are the three things we hold to on every build — the promises behind the product, and the lines we won't cross to make it.
Innocent isn't just a name. These are the three things we hold to on every build — the promises behind the product, and the lines we won't cross to make it.
Gen takes the busy-work, never the person. We build assistants to give people back the parts of their job worth doing — the judgment calls, the relationships, the decisions that need a human stay firmly with your team. We won’t build something designed to put people out of work, and we’ll tell you honestly when a task should stay human.
Your customer data is yours, full stop. We connect to the systems you already use and keep your information inside them. We don’t sell it, we don’t train public models on it, and we don’t use it for anything beyond running your assistant. You can see what Gen touches, and you can switch it off whenever you like.
The AI behind Gen runs on real data centres, drawing real power. We choose providers investing in renewable energy and efficient models, and we keep Gen lean so it only uses the compute it actually needs. Taking the busy-work off your plate shouldn’t cost the earth.