Scenes - Code of Conduct

Copenhagen, February 2024

Scenes will always comply with Danish law and regulations

We continuously ensure that our practices adhere to all relevant Danish laws and regulations, such as the Marketing Act.

Ethical Marketing and Transparency

We are honest and transparent in our use and labeling of our work, which is a combination of photos taken by us and unique AI images generated with software via AI illustrators. At Scenes, we primarily use the AI program MidJourney. We comply with MidJourney's current guidelines for the commercial use of images created with their program.

Marketing

At Scenes, we create images that would not have been possible to make in reality. AI can create images that look authentic and convincing. We are very aware that some may be unaware and misunderstand that these are artificially created commercial images. However, Scenes aims to create transparency and therefore recommends that our clients add the text "Contains AI" either on the image itself and/or in the file information.

Scenes will not infringe copyright

Scenes only creates images for commercial use. Therefore, we do not produce images that contain known persons, politicians, famous buildings, architecture, products, or brands. For any use of photos or other material covered by copyright, written permission will be obtained directly from the copyright holders in advance.

Integration of AI-generated images

Scenes images are created using AI, and often the final image consists of parts from many different AI images. However, at Scenes, post-processing and editing are always involved to get the perfect picture/illustration. For example, image programs such as Photoshop are used. We do not deliver “raw and unprocessed” AI images but images that have undergone manual visual editing to a greater or lesser extent, depending on the individual image.

Ownership

The finished produced images are generally transferred entirely to the customer, including the right to use them commercially. If the customer makes any changes or manipulations to an image, Scenes can no longer vouch for or be held responsible for the content of the work.

Guidance

We recommend that you read and relate to the Digitalisation Agency's “Guide for businesses on responsible use of generative artificial intelligence”.

As the field of AI will inevitably evolve over time, Scenes’ code of conduct will be continuously adapted and kept up to date.

C2PA Membership

On May 29, 2024, Scenes ApS became a member of the Coalition for Content Provenance and Authenticity (C2PA).

SynthID by Google DeepMind

We support the SynthID project and believe it is a good way for consumers to gain an honest and transparent understanding of the ownership and creation of AI images and videos.

What do other brands do?
Out of all the brands we’ve created images for, 95% have chosen not to label their images.
5% include a short sentence directly on the image or in the file info, and 0% have adopted either C2PA or SynthID standards.

For the Danish version, please contact Hello@scenes.dk