AI Transparency
How we label AI-generated content
We use generative AI as a tool in our work, and we believe you should always know when you are looking at it. Wherever this site uses AI-generated media or text, we disclose it — visibly where it matters, and in the file’s metadata everywhere.
What’s AI-generated on this site
- The aerial cityscape in our hero (“Above the City”) is AI-generated imagery, marked with the credential pin you can hover or tap on it.
- Some marketing copy is drafted with AI assistance and reviewed by a person who holds editorial responsibility for it.
How we disclose it
We label content in proportion to what it is. Stylised, evidently-creative imagery carries a discreet, non-intrusive credential so it never hampers the work; photorealistic media that could be mistaken for a real person or place would carry a clear, up-front label. Our AI-generated hero imagery also carries machine-readable provenance metadata — the IPTC “Digital Source Type” tag for algorithmic media — so verification tools and platforms can detect it even without relying on the visible mark.
The standards we follow
Our approach is designed around the transparency obligations of the EU AI Act (Article 50), which took effect on 2 August 2026, and the IPTC Photo Metadata standard for digital source type. We are also building toward signed C2PA Content Credentials for a tamper-evident record of provenance.
Last updated: August 5, 2026