AI transparency

Transparency in all content

Under the EU AI Act, new transparency requirements apply in the EU to content that has been created or modified using artificial intelligence. Honesty is one of our core values. That is why we are openly showing you here where we use AI.

Real photos on our website

As of October 2026: All the photos on our website show real people, animals, spaces and projects. Our illustrations, pictograms and graphics have also been created without the use of generative AI.

Real photography as a basis

We see AI as a complement to authentic business and product photography. A distinctive visual style always needs a genuine foundation to begin with. This includes the right model, the actual product and a creative idea for how they interact. This work is essential to us.

AI-generated images have long since become part of our communications. According to the study Image Market – Business Trends 2026 67 per cent of the media organisations, advertising and PR agencies surveyed publish AI-generated images. A year earlier, the figure was 44 per cent. This development is part of our industry’s future, and as a sustainable agency, we do not wish to turn our backs on it. On the contrary: some AI-generated images even help protect the environment. When a backdrop is created on a computer, there is no need for flights. Protected areas remain undisturbed because no photography team has to travel there. At the same time, AI also consumes energy. That is why we use it consciously and selectively.

We remain true to ourselves in this. People who no longer come across as human do not fit in with our philosophy.

We always discuss with our clients in advance whether we will use AI and, if so, to what extent. We expressly only generate images of people, animals and key visual content using AI upon request.

Illustrations are our speciality

We design our own illustrations, pictograms and graphics. A creative director once said: ‘A designer is only ever as good as their database.’ That’s why we like to look at what others are designing. However, we always develop our own ideas from this.

There are also legal reasons for this. According to current case law, logos and graphics generated entirely by AI are not protected by copyright in Germany. However, a logo that is eligible for copyright protection is important for our clients. Furthermore, AI does not (yet) work reliably when it comes to pictograms and logos. In future, we will use AI here as a source of inspiration.

AI complements our work in a meaningful way

For us, artificial intelligence is a tool. AI helps us, for example, with research, copywriting, translations and websites. We check and revise every result ourselves. The ideas, strategy and responsibility remain with us.

When it comes to image editing, we use both traditional and AI-powered tools. Typical examples include retouching, cropping and colour correction.

We use AI to translate the English version of this website. You can read why we do not use gender-neutral language as a result in the Note on gender.

Clear labelling

We clearly label content that has been generated entirely using generative AI and could be mistaken for real footage. This ensures you can tell what is real and where AI has been used.