Tagging AI-generated content

Guidelines for marking images, text and video created in whole or in part with AI.

Lantmännen's brand is one of the Group's largest assets. The correct use of its design and all its features is crucial to maintaining and developing this asset. Here we present Lantmännen's guideline for marking AI-generated assets, which describes how materials should be labeled consistently and uniformly to present Lantmännen and our brand in an accurate and honest way.

Read Lantmännen's guideline for the use of AI-generated material (Link to Inside will be activated shortly 2026-08-11).

Regulations

No marking is needed for only:
• Color correction
• Retouch
• Cropping
• Noise reduction
• Sharpening
• Clipping out
• Photoshop features that don't
Changing the meaning of the motif

Marking required
• Image is fully or partially generated by AI
• Image is supplemented, adjusted or has been significantly changed from the original
• Photoshop functions that add or change the meaning of the subject

Three versions of AI symbol

AI in general
The general marking of images that in any way involves AI. Used as a basic marking without any additional additions or specifications.

AI-Modified
• Objects are added or removed
• Backgrounds are generatively changed
• Parts of the image are created by AI
• The content of the motif changes significantly

AI-Generated image
• All or main part of the image is created by AI

Design requirements

Main visual element
The icon or the marking should primarily contain the capitalized abbreviation "AI", possibly complemented by a short text explaining the nature of the AI involvement (e.g. "Generated with AI" or "Modified with AI").

A second level of information for more detail can be applied if technically possible, to clarify what has been processed with AI. For example, an image byline can be added (e.g. "The background of the image has been changed" or "Content on mobile screen has been modified") or as text directly on the image.

Uniform letter dimensions
The letters in both the AI acronym and the supplemental text should have the same vertical dimension to maintain visual consistency.

Customizable style
The icon or label may vary depending on the background (version, color) but must always remain clear, accessible, and distinguishable. This means that it should be readable and recognizable for all users, including vulnerable groups such as children, the elderly, and people with disabilities.

Color of icons
Icons are available in the color EARTH and in negative version. No other variants should be used!
Colour codes etc. can be found under Colours, will be updated shortly (2026-08-12).

Flexible size
- The starting point is that the width of the square is 1/40 of the short side of the unit. The icon should be clear, but adaptation to each device may be needed.

- Placement in one of the four corners of the image, with a symbol's width in the free zone.

- The size can be adapted to the context, provided that clarity and distinguishability are maintained. When resizing, the proportions of the letters must be preserved.

Minimum size

- Screen: 24 px
- Print: 5 mm.

Contrast ratio
If the contrast is too low, we add a transparent base plate.
A contrast ratio of at least 4.5:1 against the background shall be maintained to ensure good readability and accessibility.

Sample video
The icon at the beginning (3-5 sec). The size of the icon in relation to video is the same as for image.

Marking of AI-generated text content

There are similar rules for marking AI-generated text and textual content.

The EU AI Act requires that AI-generated text related to matters of public interest must be clearly marked as created or
Manipulated by artificial intelligence, unless it has undergone a human review or been given editorial responsibility.

So, if a human (for example, an editor) reviews, edits, and takes responsibility for the text, no special AI tagging is needed.