To maximise the value of generative AI, we need to integrate it thoughtfully and strategically. It must align with our core values, code of conduct, corporate principles and brand guidelines. It’s crucial to use it ethically and responsibly, ensuring AI-generated outputs are accurate, relevant, and match the company’s values and standards.

We need to comply with regulations, making sure that our AI systems do not produce harmful, deceptive, or unfair results. We need to think of how we handle sensitive information and risks connected to copyright when using AI. For example, what material has the AI tool been trained with, how do we ensure we leave a mark in what we create and how do we save the prompts? 

Remember that if you use AI, it is your responsibility to ensure that all company guidelines and all legal aspects are fulfilled, including checking user agreements and licenses.

Learn more in the mandatory guidelines with corporate principles for AI via MyCompass, and via the ISec and IT sites on Reflex. 

No matter how your communication material is created, by a human or by the use of AI, it must comply with all guidelines for the Scania brand and identity. For example, all images must follow the Scania look and feel for images. Text and speech should use the Scania tone of voice and Scania guidelines for voice over. 

All images that we use at Scania have to follow the Scania look and feel principles for imagery, where authenticity is key. The images must be professional and feel realistic and natural. The producer - whether it's a photographer, CGI artist or AI - should therefore be trained in and instructed to follow Scania's imagery guidelines. To give a professional and reliable impression it is of great importance that the image is correct both in overall composition and in every detail. Hence,  all AI generated images require a thorough quality control, to ensure that the motif is correctly presented. 

Read more about what tonality - but also what legal and security aspects - that need to be considered when it comes to AI-generated images on the Imagery page.

Whatever we’re writing or saying as Scania should sound ‘like us’. Every time, and irrespective of the text or speech being generated by a human or by AI. That's why it's important to always use the guidelines for Scania's tone of voice as input and brief to the copywriter - or AI tool. Read more about the guidelines on the Tone of voice page.

We encounter voice, speech and use of voice over in many ways, from video productions, presentations, events and interviews. Voice is a powerful tool to build on our brand values, so make sure to use our guidelines and references, regardless of whether you use a human or AI to create the voice over.

Visit the Sound page to learn more about our voice over guidelines.

Music plays an important role in how we and the message we are communicating are perceived. That's also why we have our own sonic theme, which is designed to harmonise with and be a fully integrated part of our brand identity. As such, it should always be considered our primary choice when selecting music. 

If any new music is needed, the initial approach should be to create a new version of our existing sonic theme. For instance, we may do a seasonal version with bells for Christmas. Or, an acoustic version with strings for a visitor centre. There is plenty of room to play with ones imagination here.

If this route doesn’t feel viable, and an entirely new piece of music must be produced, the starting point should always be our sonic concept and sonic principles. Use that as the basis and outer frame for the brief, also if using AI when creating the music. 

Visit the Sound page to learn more about our sonic concept, principles and guidelines for music.