Visual content using AI

This page gives advice on how you should approach generating visual content with the help of artificial intelligence for use in materials published or sent by Lund University. The advice is applicable to both internal and external communication at the University. Naturally you are free to test, learn about and evaluate various AI tools as part of your role. Remember not to use AI images when communicating about real places, people or events. A basic guideline is that people should not feel deceived by AI images.

Copyright for AI-generated works

In principle, copyright can only arise in respect of works created by humans. You can therefore never obtain copyright for works generated entirely by AI. For copyright to arise, you must have been so closely involved in the process that you are regarded as the creator. The work must therefore primarily be the result of your own efforts, rather than the tool you have used.

Any copyright in an AI-generated work could belong to the developer of the AI solution rather than the person who used the tool. It depends on whose contribution is deemed to have contributed most to the work. There are no clear guidelines or established practices regarding where the line is drawn. 

If you use AI to create images or videos, there is a risk that you may be distributing copyright-protected material. There is a great deal of copyrighted material on the internet that is used to train AI tools. You should therefore be aware that you are taking a risk in that the University may be liable to pay compensation to the copyright holder.

Copyright for AI-generated works on digg.se, The Swedish Agency for Digital Government (in Swedish)

Always read the terms of use

AI tools have terms and conditions regarding how you and others may use what you create. Different tools have different terms. Always read the terms of use for the AI tool you are using.

AI editing of stock images and Creative Commons (CC) images

Read the terms carefully before editing or manipulating images in any AI tool. What rights have you purchased or obtained for the image? Are you, for example, allowed to edit the image at all? May it be used in AI tools which then use the image to train the tool?

Use of images for training AI tools

Read the terms for each AI tool carefully to see whether the tool uses the images you upload as training material. If so, check whether you may use stock, images covered by a CC license etc in this way. The photographers that Lund University has agreements with do not allow their images to be used in tools that then use the images for training.

Label material that has been produced with AI

Always mark all images, video and illustrations you have edited or created using AI with the following: ‘This is an AI-generated image. The image was created using AI tool X.’ If you have limited space, such as in an alt text, writing ‘AI-generated image’ is sufficient. 

Labelling of AI-edited photographers’ images

The photographers that Lund University have contracts with want to look at their images that have been edited with AI, for approval before possible publication. The University’s agreements with the photographers only allow minor image editing, such as cropping and adjusting exposure. You will find information about which photographer took the picture in the image and media bank. Once you have been given the photographer’s approval, label the image “Photo: Xx Xx. Nb: The image has been edited using AI tool X”

Image and media bank (log in with Lucat-ID)

Procured photographers

Follow the graphic profile

Lund University has a graphic profile approved by the Vice-Chancellor. The graphic profile is to be applied to all material published or sent by Lund University and its contents include image style for photographic images and illustrations. Decorative illustrations should be avoided.

Image style

Illustration style

Illustrations

AI-generated illustrations generally clash with the graphic profile and the illustration style guidelines in place, and as such are not to be used when Lund University is the publisher or sender. Exceptions from the illustration style can be made for scientific and/or explanatory illustrations, diagrams and tables – then it is permissible to use AI. Remember that you are always to use the University’s colours and fonts when creating illustrations using AI. If you succeed in generating illustrations that fit with the illustration style, you are of course allowed to use these in your communication.

Image and video

IIf you create photographic/photo-like images using AI, always strive to follow the image style as closely as possible. The graphic profile also applies to video and animations. You should therefore ensure that you are able to use the University’s fonts, logos and colours in your video.