Artificial intelligence
Artificial Intelligence (AI) is changing how we work and gives us new ways to improve efficiency and create value. With generative AI we can produce new material, such as text, images and audio. As a company, we need to understand how AI works and what to consider when using it. In a business context, the requirements are higher than when using AI privately.
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.
Marking of material
Marking of AI-generated material
The European AI Act, introduced in 2024, aims to ensure that AI is developed and used in a trustworthy and responsible way across the EU. As it stands, all material created or altered with AI must be clearly marked from 2026. The final details about how this marking should be done are not yet fully decided and may change as the regulations develop. Other parts of the world may also have their own, possibly stricter, rules. If you use AI, you therefore need to check what applies where you are and where the material will be used. Non-compliance can lead to significant fines.
As it stands today, transparency must be multi-layered and not only visual; it should be a combination of metadata, embedded watermarks, provenance certificates, logging and forensic detection - and visual marking, tailored to the content type and technical feasability. A common marking icon and taxonomy might be introduced at a later stage, but until further notice we use the following labels for the visual marking at Scania.
For a clear and uniform appearance, the size and placement of the label on images and film should follow these guidelines:
- The height of the label should be about 1/15 of the height of the image or film (it's important that it's clearly visible, so it might need to be bigger e.g. on a small image)
- On images and film - place the label in the lower right corner as the first choice. Another corner can be used if the lower right will be covered by text, the Scania wordmark or similar.
- The margin from the edge should match the height of the label (i.e. 1/15 of the height of the image). In a film, the label may be placed closer to the bottom of the film, bottom aligned with any subtitles.
Below are some examples of images marked with the AI labels.
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 at Scania must follow our guidelines for imagery or illustrations. This applies when briefing photographers, CGI artists or illustrators, and when AI tools are used in any part of the process. The same expectations on quality and style apply to all images. There is no separate look or style for AI generated images.
For AI generated images that aim to be photo realistic, it is important that they follow the look and feel principles for Scania imagery. All images must be professional and feel realistic and natural. To ensure a trustworthy and professional impression, every image must be accurate in both composition and detail. This means that all AI-generated images need thorough quality control to confirm that the motif is presented correctly. That is why AI shouldn't be used to generate product images. Real photos must 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 need to save the prompts that we have used and also be transparent that we use AI (see section about Marking of AI-generated material above).
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. When it comes to using Scania images, please contact imagedesk@scania.com for more information and approval.
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
We want our imagery to feel genuine and aligned with our visual identity. Real and consistent visuals help build trust and reduce risks linked to misinterpretation, copyright or a weakened perception of Scania as a premium brand.
That's why we avoid using both fully AI-generated images and images that have been modified with AI in external communication. This includes marketing materials, social media, press releases, external presentations and all other content that is presented, published or shared outside Scania.
Allowed modifications
Using AI to improve real images is allowed when it supports the original material. This includes retouching, improving lighting or removing small unwanted elements. Make sure the photographer approves the edits and check whether the work requires AI labelling (see section about marking above).
Exceptions
In rare cases where AI-generated or AI-modified visuals are necessary (e.g. an illustration of a transport system), they must be clearly labelled according to legal requirements. See the section about marking above for more guidance.
Internal use of AI-generated images
AI-generated images may be used internally when they support the work and add value. This includes brainstorming, idea development, concept visualisations, prototypes, mock-ups and internal presentations.
Before use, always make sure:
- The image is relevant and appropriate
- To follow the Scania look and feel for imagery (or illustrations, if a more drawing like visualisation is desired)
- The image is labelled as AI-generated*
*) Even for internal use, it's important to mark AI-generated or AI-modified material. This helps ensure transparency and reduces the risk that unmarked material is spread outside Scania.
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 images that look stylised or artificial.
Use AI to generate an image to include in a cleaning instruction.
Use AI to generate images that include shapes, colours or compositions that feel unnatural.
Use AI to generate an image to include in your office instruction.
Use AI to generate images with exaggerated effects or unrealistic behaviour.
All communication should feel relevant and credible to the person receiving it. When we communicate with or about employees, it is important to use real and realistic imagery from authentic situations. It helps people recognise themselves and strengthens both trust and relevance.
Images of people are also sensitive. AI-generated images can easily create a misleading impression, for example by showing unrealistic diversity, idealised workplaces or expressions that do not feel genuine. To avoid this, always use real photos when the topic involves people, collaboration, well-being, career development or similar subjects. If a real person should not be identified, choose a Scania pictogram or illustration instead of using AI.
Use a real and realistic photo when communicating about career development.
Use AI to generate images that visualise metaphors instead of real work situations (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 metaphorical imagery, such as a growing plant to represent personal growth.
Use a real and realistic photo to visualise teamwork.
Use AI to generate team images that feel staged, exaggerated or not rooted in real workplace.
Sometimes we need to illustrate topics that relate to mental health or other personal matters. To avoid linking real employees to these situations, use real photos where the person cannot be identified, or choose a Scania pictogram or illustration instead.
In some cases, an AI generated image can be a justified choice. This can work when you need to show a conversation linked to a sensitive topic but cannot find a real photo where the people are not identifiable.
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 images that try to depict personal or emotional situations in a staged or artificial way.
Use a pictogram to illustrate a sensitive topic, e.g. an uncomfortable conversation.
Use AI-generated images that show people with strong emotions. They often feel unnatural and might make colleagues feel uncomfortable.
Use an AI-generated image to avoid showing identifiable persons when visualising a sensitive topic, e.g. an uncomfortable conversation.
Use a real photo where the persons in the image can be identified when visualising sensitive topics.
Read more about the Scania imagery and illustrations or download real 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.
Please note that any AI-generated or AI-modified text used externally within the EU, needs to be marked, according to the European AI Act. Read more in the section about marking above.
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.
Please note that any films or other media using AI-generated voice, needs to be marked, according to the European AI Act. Read more in the section about marking above.
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.
Please note that AI-generated music might need to be marked. Read more in the section about marking abovie.
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.
Please note that any AI-generated or AI-modified film needs to be marked, according to the European AI Act. Read more in the section about marking above.