Transparency in the use of artificial intelligence

Our website may contain content that has been created, edited or prepared, either wholly or in part, with the assistance of artificial intelligence (AI). This includes, for example, illustrations, images, text, videos, characters, symbolic images, drafts, concept artwork, avatars, audio content and other creative material.

We are committed to using AI responsibly, transparently and in a way that is clear and understandable. For this reason, we identify AI-generated or AI-assisted content wherever this is relevant to users' understanding.

In particular, we distinguish between content that has been predominantly or entirely generated by AI and content that has been created with the assistance of AI.

Why we label AI content

AI can support creative processes, help visualise ideas and enable new forms of creative expression. At the same time, it is important that visitors can clearly recognise whether content is an authentic recording, entirely human-created content, AI-assisted content or an artificially generated representation.

Transparency is particularly important where content appears realistic, could depict real people, real places or actual events, or where an image, video, text or audio recording could otherwise be mistaken for genuine documentation.

Our labels

AI-generated content / AI-generated image / AI-generated video

We use this label where content has been predominantly or entirely generated by an AI system.

Examples:

• A fully AI-generated image
• An AI-generated video
• An artificially generated scene, character or illustration
• Text created substantially by AI

Created using AI-generated content

We use this label where content has been created, edited, combined or designed by a human, but incorporates AI-generated elements or AI-assisted tools.

This may, for example, apply where an image, graphic, text, video or illustration has been created or edited by a human, while individual elements (such as the image background) have been generated, enhanced, modified or prepared using AI.

Examples of appropriate labels

For a fully AI-generated image:

AI-generated image

For a video created using AI:

AI-generated video

For text drafted with AI and subsequently edited by a human:

Created using AI-generated content

For a realistic image that is not an actual photograph:

AI-generated image

For an artistic representation of a real or historical person:

AI-generated illustration

Visible and technical labelling

AI labels may appear directly alongside the relevant content, near the content itself, in image captions, accompanying text, detail pages or on linked transparency pages.

Where technically appropriate and feasible, we may also use machine-readable indicators, file metadata, alternative text (alt text), data attributes or other technical methods of identification.

Legal background

The EU Artificial Intelligence Act (Regulation (EU) 2024/1689) introduces transparency obligations for certain AI systems and for specific categories of AI-generated or AI-manipulated content.