Artificial intelligence
Artificial intelligence (AI) is changing how businesses work – offering new ways to innovate, improve efficiency, and grow. Generative AI enables us to create new material, such as text, images, and music.
As a company and as professional users, it’s important to fully understand how AI works and what we need to consider. Unlike personal use, we have more requirements to meet when using AI in a business context.
Corporate principles
To get the most value from 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. Using AI ethically and responsibly is essential – ensuring that AI-generated content is accurate, relevant, and reflects our values and standards.
We also need to comply with regulations, making sure our AI systems do not produce harmful, misleading, or unfair results. Handling sensitive information and managing copyright risks are key considerations. For example, what material has the AI tool been trained on? How do we ensure we leave a clear mark on what we create? How do we store prompts securely?
If you use AI, it is your responsibility to make sure all company guidelines and legal requirements are met – including checking user agreements and licenses.
Learn more in the mandatory guidelines on corporate principles for AI via MyCompass, and on the ISec and IT sites on Reflex.
Brand guidelines
No matter how communication material is created – by a person or with AI – it must follow all Scania brand and identity guidelines. For example, all images should reflect Scania’s look and feel. Text and speech must align with the Scania tone of voice and follow the guidelines for voice-over.
Images
All images used at Scania must follow our look and feel principles for Scania imagery, where authenticity is key. Images must be professional and feel realistic and natural. Whether created by a photographer, CGI artist, or AI, the producer must be trained in and follow Scania’s imagery guidelines.
To ensure a professional and trustworthy impression, every image must be correct – both in overall composition and in every detail. This requires a thorough quality control of all AI-generated images to confirm that the motif is accurately presented. That's also why AI never must be used to generate product images. Instead real photos should be used, since they ensure an authentic and correct presentation of our products.
An external service may only be provided with Scania specific information that has no restriction, i.e. that is classified as public (internal, confidential or secret material should not be used). When it comes to using images from Scania Media Provider, only images on Level 4 may be used as input, and images of persons or that are shot by external photographers should be avoided. Please contact imagedesk@scania.com for more advice.
Be aware that for us as a company and professional users, there are more requirements to fulfil than when using AI for private use. For example, we have to be transparent that we use AI, and also save the prompts that we have used.
There are also risks connected to copyrights. The AI system used must have been trained with material that it has legal access to. And, to get copyrights of the material produced by AI, the creator must have left its mark in the work of art. It’s not enough to just press a button, or write a simple prompt, but you must work in several different steps and leave your mark in each step in the process.
You may not make any changes to an image without first obtaining the photographer's permission, and you may not use an image for montage with another image. Likewise, you may not use an image as training data for AI models without the author's permission.
No modifications to a photograph that mislead the public or stage events, people, or developments while presenting them as real are acceptable.
Remember that if you use AI, it is your responsibility to ensure that all legal aspects are fulfilled, including checking user agreements and licenses.
External use of AI-generated images
For external communication, we avoid the use of fully AI-generated images. This includes marketing materials, social media, press releases, external presentations and other externally presented, published or shared content. The reason is simple — we want to stay true to our values and visual identity. Real content builds trust and strengthens authenticity. And by not using synthetic visuals, we reduce the risk of misinterpretation, copyright issues or undermining the perception of Scania as a premium brand.
Allowed modifications
Using AI to enhance real imagery — such as retouching, improving lighting, or removing minor unwanted objects — is permitted (as long as it's permitted by the photographer). These edits must not fundamentally alter the context or meaning of the image.
Exceptions
In rare cases where AI-generated visuals are necessary, they must be clearly labelled in line with any legislation (e.g. the European AI Act introducing stricter requirements for transparency in 2026).
Internal use of AI-generated images
Internally, AI-generated images can be used — as long as it is done thoughtfully; to work more efficiently and where it adds real value. For example, you can use AI for:
- Brainstorming or idea development
- Concept visualisation, prototypes and mock-ups
- Internal workshops and presentations
Before use, always make sure:
- The image is relevant and appropriate
- To follow the Scania look and feel for imagery
- It’s labelled as AI-generated*
*) Even for internal use, we must be clear with what content is AI generated, to avoid the risk that it is shared outside Scania. A Scania label for marking of AI-generated images is to be developed and will be communicated at a later stage.
Examples
At Scania, we design and build complex products with lots of important details. These can be hard – sometimes impossible – to capture accurately in anything but a real photograph. That’s why we never use AI-generated images of Scania products. Always use real photos from the Scania image library instead.
Use a real product photo to ensure a correct and professional presentation of our products in line with our brand guidelines.
Use AI to generate a product image, since there is always a significant risk of inaccuracies and errors in the product, leading to lost trust.
Use a real product photo to ensure a correct and professional presentation of our products in line with our brand guidelines.
Use AI to generate a product image, since there is always a significant risk of inaccuracies and errors in the product, leading to lost trust.
AI can be a helpful tool in your day-to-day work – especially for brainstorming, creating mood boards and exploring ideas. While real photos should always be used in the final result to reflect our authentic and premium brand, AI can still support the creative process along the way.
Use AI in the creative process, for brainstorming or idea development.
Use a real photo or film in the final result.
Use an AI generated image as the final result, since there is always a significant risk of inaccuracies and errors in the product, leading to lost trust.
AI can be a helpful tool in your work process – for example, to quickly create concepts, visualise ideas or sketch a storyboard for a film. While real photos or film should always be used in the final result to reflect our authentic and premium brand, AI can support early visualisation and speed up discussions and decision-making.
Use AI to generate ideas and storyboards for a film.
Use real photos and films as the final result.
Use AI generated material as the final result due to risks of inaccuracies, copyright issues etc.
If the image you need isn’t available in the Scania image bank, AI can be used to create images of everyday objects – where exact specifications or details aren’t critical – for use in internal instructions, workshops or similar material. However, AI must never be used to generate images of Scania products, such as trucks, buses or parts.
Use AI to generate an image for your workshop instruction.
Use AI to generate an image that feels unrealistic.
Use AI to generate an image to include in a cleaning instruction.
Use AI to generate an image that feels unnatural.
Use AI to generate an image to include in your office instruction.
Use AI to generate unrealistic or unprofessional images.
All communication should feel relevant and credible to the person receiving it. That’s why, when communicating with or about employees, it’s important to use realistic imagery in authentic situations and settings. This helps the target group recognise themselves – and builds both relevance and trust.
Use a real and realistic photo when communicating about career development.
Use AI to generate an unrealistic image of a metaphor (e.g. climbing the career ladder).
Use a real and realistic photo to visualise how team work and support can make people grow.
Use AI to generate an unrealistic image of a metaphor (e.g. a growing plant, instead of a growing person).
Use a real and realistic photo to visualise teamwork.
Use AI to generate an unrealistic and unnatural image of a team.
Sometimes it’s necessary to illustrate sensitive topics, connected to mental health or other personal issues. To avoid linking real employees to these subjects, use real photos where the person can’t be identified – or choose a Scania pictogram or illustration instead.
Use a real photo where the person can't be identified to visualise a sensitive topic., e.g. mental health issues.
Use AI to generate an unrealistic or unnatural image.
Use a pictogram to illustrate a sensitive topic, e.g. an uncomfortable conversation.
Use AI to generate an unrealistic or unnatural image.
Read more about the Scania imagery and download Scania images from Scania Media Provider via the links below.
Text
Whatever we write or say at Scania should sound like us – every time. It doesn’t matter whether the text or speech is created by a person or AI. That’s why it’s important to always follow Scania’s tone of voice guidelines, whether briefing a copywriter or using an AI tool. Read more about our guidelines on the Tone of voice page.
If you have a ChatGPT Enterprise subscription, you can use the Scania tone of voice GPT to help refine your text so it aligns with our writing style and rules.
Voice
We experience voice and speech in many ways – in videos, presentations, events, and interviews. Voice is a powerful tool for reinforcing our brand values, so always follow our guidelines and references, whether using a person or AI for voice-over.
Visit the Sound page to learn more about our voice-over guidelines.
Music
Music plays a key role in how we – and our message – are perceived. That’s why we have our own sonic theme, designed to be a fully integrated part of our brand identity. It should always be our primary choice when selecting music.
If new music is needed, the first approach should be to create a new version of our existing sonic theme. For example, we might add bells for a Christmas version or use strings for an acoustic adaptation in a visitor centre. There’s plenty of room for creativity here.
If this isn’t a viable option and a completely new piece of music is needed, the starting point should always be our sonic concept and sonic principles. These should guide the brief – even when using AI to create music.
Visit the Sound page to learn more about our sonic concept, principles, and music guidelines.
Film
If you use an AI tool to create a film, make sure to follow our principles for applying brand assets – such as the logotype and text – in film and motion.
Read more in our film guidelines.