AI transparency

The legal basis

Regulation (EU) 2024/1689 of the European Parliament and of the Council — the AI Act — is the first comprehensive legal framework for artificial intelligence. Its transparency obligations in Article 50 apply from 2 August 2026.

Two of them matter here: providers of systems that generate image, audio and video must mark outputs in a machine-readable format (Art. 50(2)), and deployers must disclose that content resembling real people, objects, places or events has been generated or manipulated (Art. 50(4)). The information must be clear, distinguishable and given at the latest at the first exposure to the material (Art. 50(5)).

How material on this site is labelled

• A visible “AI-generated” label on every tile, poster and player — before anything plays.
• A disclaimer in the footer of every page, and a “Demonstration piece” tag on each work page.
• Machine-readable marking in the page’s structured data: the IPTC source type “trainedAlgorithmicMedia” (schema.org digitalSourceType) on every film.
• Each piece publishes its brief and the model used (Veo, Seedance), so it is clear how it was made.

What this material does not depict

The work is demonstrative. It does not show real clients, products, buildings, people or events. The facade visualisation in the “from sketch to film” showcase is not a design or development documentation — it is an example of what a working model can become.

I do not generate the likeness of real people without consent, nor material posing as a record of real events.

When you publish commissioned material

Once published, you — the business or agency using the material — are the deployer under the AI Act and responsible for disclosing that it is generated. For evidently creative and advertising work the disclosure may be done in a way that does not spoil it, but it has to be there.

So every engagement ships with: files carrying an AI note in their metadata, suggested label copy in the language of publication, and guidance on where to place it (the AI content labels in Meta, TikTok and YouTube tooling, a caption under a visualisation on a website). For architectural visualisations and property I recommend “AI-generated visualisation, not project documentation”.

In white-label work the AI label stays — only my details as the producer are removed.

Human oversight and literacy

Every piece passes through a person: choosing the direction, selecting shots, correcting and editing. I follow European Commission guidance and the codes of practice on labelling AI content (Art. 50(7)) and will adjust the labelling once they are adopted.

This page describes my practice and is not legal advice. For a specific campaign, check with a lawyer.

• Regulation (EU) 2024/1689 — EUR-Lex
• AI Act, Article 50
• European Commission — AI regulatory framework

Questions about labelling: contact form