Our Approach to Artificial Intelligence
Artificial intelligence creates new opportunities to develop ideas, enhance content, and continuously improve our services. At the same time, transparency, quality, and the responsible use of AI are of fundamental importance to us.
AI supports our work, but it does not replace human responsibility and oversight.
How We Use AI?
We may use AI-powered tools to support a range of activities, including:
Creating or editing images and graphics
Creating or editing audio and video content
Creating or editing written content
AI is used as a supporting tool. As a general principle, all published content is planned, reviewed, assessed, and approved by responsible members of our team.
How We Disclose the Use of AI?
Where disclosure is required by law or is relevant to the proper understanding of the content, we clearly communicate the use of AI.
We use the following notices:
“AI-assisted visualisation.” for images and video content
“Voice generated using AI.” for audio content
Our Principles
Human accountability: Responsibility for published content and business decisions remains with us.
Transparency: We disclose the use of AI where legally required or where necessary to ensure that content is properly understood.
Quality and accuracy: AI-assisted content is reviewed for quality and accuracy before publication.
No misleading use: AI must not be used to mislead individuals regarding the authenticity, origin, or meaning of content.
Fairness and respect: We are committed to using AI in a fair, non-discriminatory, respectful, and appropriate manner.
Legal Background
Since 2 August 2026, the transparency requirements set out in Article 50 of the European Union Artificial Intelligence Act (EU AI Act) have applied. Among other things, these provisions require transparency disclosures for certain AI-generated or AI-manipulated content and for direct interactions with certain AI systems. However, not all content created with the support of AI is automatically subject to a disclosure requirement.
Deepfakes and highly realistic images, videos, or voices
AI-generated or manipulated image, audio, and video content must be disclosed where it depicts real or plausibly real persons, places, objects, or events in a manner that could reasonably be mistaken for authentic content. The disclosure must be clearly visible or audible to users; metadata alone is not sufficient for organisations publishing such content. For artistic, satirical, or clearly fictional content, the disclosure may be presented in a less prominent manner.Chatbots and AI Voice Assistants
Where an AI system interacts directly with customers or other individuals, it must generally be clear from the outset that they are interacting with an AI system. This may apply, for example, to website chatbots or automated telephone assistants. A separate disclosure may not be necessary where the AI-based nature of the system is already obvious.Emotion Recognition and Biometric Categorisation
Individuals must also be informed where they are subject to an AI system used for emotion recognition or biometric categorisation.AI-Generated Content on Matters of Public Interest
AI-generated text may require disclosure where it is intended to inform the public on matters such as politics, health, safety, the environment, the economy, science, or other issues of public interest and is published without meaningful human review or editorial responsibility.