AI Transparency page

AI transparency, built into the work.

AI gives brands new creative possibilities. We use it with human direction, clear boundaries and the right level of transparency, so the work can stay ambitious without making trust optional.

Our production workflow is designed around the transparency principles of the EU AI Act, including Article 50 where it applies to the content we create and the way that content is used.

How we use AI

AiBrandModel uses generative AI as part of creative production for images, video, motion, product content, visual worlds and virtual brand characters. Depending on the project, we may work from existing client assets, create synthetic elements from scratch, or combine both.

AI is a production method, not the creative brief. Every project starts with the brand, audience, purpose and visual direction.

Human direction stays in the loop

Nothing is delivered simply because an AI model generated it. We select, direct, refine and review the work before delivery. That review can include brand consistency, visual quality, product accuracy, obvious factual issues,
real-person likeness, advertising context and AI transparency.

How we disclose AI-generated and AI-modified content

Not every use of AI needs the same visible label. Standard editing is different from a synthetic or materially modified scene that could reasonably be mistaken for an authentic person, object, place or event.

Where a clear disclosure is required or appropriate, we build it into the delivery or specify the publication method. Depending on the content and platform, this may include:

- AI-generated

- AI-modified

- Virtual AI character

- a platform-provided AI label or disclosure control

- an appropriate visible or audible disclosure for video or motion content

Real people, likeness and voice

We do not knowingly create unauthorised synthetic portrayals of identifiable real people. If a project uses a real person’s face, voice, likeness or other identifiable characteristics, the required consent or usage rights must be in place before we create the relevant content.

The aim is simple: AI should expand creative possibilities, not create a false endorsement or make a real person appear to have said or done something without permission.

Products, claims and reality

AI can change the setting around a product, but it should not turn the product itself into a misleading promise. We avoid knowingly presenting product features, results, dimensions, performance or user experiences in a way that materially misrepresents the real product.

For product-led campaigns, approved product assets and factual product information remain the reference point.

Virtual brand characters and AI influencers

Our AI influencers and virtual brand characters are fictional digital identities. When a virtual character is operated as an account or used in branded content, its artificial nature should be clear to the audience. Where platforms provide AI disclosure tools, we use or recommend them when relevant.

Commercial disclosure is separate from AI disclosure. A paid partnership should still be recognisable as advertising, even when the creator is virtual.

Client assets, privacy and tools

We use client materials only as needed to perform the agreed project and minimise unnecessary use of personal or confidential data in AI tools. We select tools and settings with commercial use, data handling and project needs in mind. More information about personal data is available in our Privacy Policy.

What you can expect at delivery

When a deliverable needs a specific AI disclosure for the agreed use, we make that part of the delivery. This can be integrated into the asset, supplied as publication copy, or mapped to the relevant platform disclosure feature. If the publication context changes materially, the appropriate disclosure may need to be reassessed.