This page helps designers, brand and communication professionals to stay informed about the latest guidance on using AI in corporate branding.The page will be updated regularly based on the latest changes.
Please note: This page focuses on the use of AI in the context of corporate branding, such as labeling AI-generated content or creating image and text materials for communication and branding purposes. If you have questions about other AI-related topics, please contact the appropriate departments/contacts at Henkel.
How-to label AI Generated or AI Modified Content
This guide builds on the Henkel AI Labeling Guideline issued by the Henkel Law Group to fulfill the transparency obligations defined in Henkel’s AI Ethical Principles and in applicable regulations such as the EU AI Act.
The regulations state that AI generated and AI modified content (including text, images, videos, audio, and voice-overs) must include a clear watermark or label.
The updated guideline is effective immediately and its application is mandatory going forward.
This guide is primarily targeted at Corporate Communications & Public Affairs globally and applies to internal and external communication whenever the relevant labeling criteria are met. It covers all content published on Henkel corporate channels and content used internally, consistently across channels and formats.
It is mandatory that all AI generated or AI modified content be reviewed by a human before publication.
Images, Video, Audio, Voice-Over:
Labeling is mandatory when AI generated or AI modified content resembles an existing person, object, place, entity, or event and could falsely appear authentic or truthful. This includes deepfakes which are AI generated or AI modified image, video, or audio content that could mislead viewers or listeners regarding factual reality. The intention to deceive is not decisive. Labeling is generally not required for clearly unrealistic content or minor technical or aesthetic edits that do not materially change the content or the audience’s understanding of reality.
Text:
Labeling is mandatory when text is generated entirely by AI without any human review. BUT: It is mandatory that all AI generated or AI modified content be reviewed by a human before publication. In that case labeling is not required.
Labeling is not required when AI is used to compile initial information, and the text is subsequently reviewed and finalized by humans. It is also not required for minor aesthetic, grammatical, or factual adjustments made by AI.
Use the official EU AI labeling icon and the wording “AI Generated” or “AI Modified” as the default labeling standard. Where appropriate, a translation of the official English wording may be used. The icon and wording must be clearly perceivable, readable at first exposure, distinguishable from the surrounding content, and displayed with sufficient contrast. Use the approved black, white, or transparent version depending on the background and preserve the original proportions. A standalone icon may only be used where users can immediately access a clear explanation of its meaning. The label must also be added to the metadata of the file published on digital channels where technically possible. Metadata does not replace a visible or audible label.
Please include the AI labeling also in the metadata on digital channels where technically possible. For social media, make sure to embed the EU AI label directly in the image or video. Platform disclosures and the hashtag #AIGenerated may be added as supplementary information, but they do not replace the embedded label.
Text
- Labeling with “this text was AI Generated” is mandatory when text is fully generated by AI without any human correction and finalization.
BUT: Please remember that it is not recommended to use AI generated text without any human correction. In that case labeling is not required. - Labeling is not required for texts where AI compiled the initial information if the text was subsequently reviewed and finalized by humans.
- Labeling is not required for minor aesthetic or grammar modifications or verifications done by AI.
Image
- Fully AI generated: Label all content that is entirely created by AI and appears highly realistic and could be mistaken for human-created material.
- Place it at the bottom-right corner of the picture
- Partially AI modified: Label content whenever AI adds, removes, or materially changes meaningful information, including people, products, objects, locations, clothing, hair, facial features, backgrounds, product or packshot imagery, animation, or other realistic details. Labeling is generally not required for minor edits such as brightness or color adjustments, visual clarity improvements, insignificant retouching, or slight background extensions that do not change the meaning of the content.
- Use the official EU “AI Generated” or “AI Modified” label embedded directly in the image in a clearly visible position. Ensure that it remains readable after resizing or cropping.
- Include it as alternative image text for accessibility matters.
- Include “AIGenerated” or “AIModified” in the meta data of the image on digital channels (if possible, e.g. Instagram, Henkel websites).
Examples
The following icons have been developed by the EU. Creators and publishers of generative AI systems can use them to label their AI-generated content in accordance with the AI Act transparency rules. The icons are freely availanle and are part of the Code of Practice on marking and labelling of AI-generated content. More Information can be found on https://digital-strategy.ec.europa.eu/en/policies/eu-icons-labelling-ai-generated-content.
The icons can be downloaded different versions. Please use the version that is most visible on your medium. Icons with black, white, and transparent backgrounds are available in PNG and SVG (vector format). The icons can be flexibly placed in a corner of images and videos. Please follow these guidelines to ensure optimal visual placement of the Icons.
- Make sure the icons are large enough and clearly legible
- Make sure the icons have a minimum distance from the edge of the medium to ensure good visibility
- Choose the color of the icons based on the background of your medium to ensure the best visibility