Making AI use visible in our images
In response to Article 50 of the EU AI Act – Regulation (EU) 2024/1689 of the European Parliament and of the Council – Hjort Knudsen is introducing the following guidelines how the marketing department will label our use of AI.
We will incorporate the official “AI-modified” graphic issued by the EU and add information to the image metadata indicating that AI has been used in the process.
We would like to emphasise that we use AI solely as a tool when conventional photo editing is not sufficient. We always verify, as far as possible, that AI-generated imagery faithfully represents our photographed products. Our aim is to present our products accurately and transparently, without creating misleading impressions.
What do we mean by AI-modified?
We use AI as a supplement to create environments in which we instruct the AI model to place photographed products – such as furniture, tables, rugs and other accessories– into a setting defined by us. Any people who may appear in these images are fictitious and generated by AI.
We do not label text, as all written content must undergo editorial review.
