What you can ask of us
On any project, you can ask which AI tools were used, what source material went into them and where the outputs appear. You can also ask us not to use AI on your project at all, and we will plan the work accordingly.
AI principles
Our AI principles: art-directed by people, clearly labelled.
AI speeds up exploration and production; it does not decide what a brand looks like. These are the principles we follow on every project: general information about how we work, not legal advice.
Human art direction
A person briefs, selects and approves every AI output, and every frame is checked at full size before delivery: the product, faces, hands, text and edges. Nothing is published without an art director's sign-off.
Labelling and transparency
AI imagery in our work is credited ‘AI-assisted · art-directed by Workly Up’, and clients are always told where AI was used. Photorealistic AI images of people are labelled as AI-generated wherever they run, and are never presented as real customers, staff or ambassadors.
The rules behind it
The EU AI Act's transparency obligations (Article 50) apply from 2 August 2026: AI-generated or manipulated images, audio or video that could pass as real people, places or events must be disclosed. In the UK, the Digital Markets, Competition and Consumers Act 2024 and the advertising codes prohibit misleading content however it was made, and we follow the strictest rule that applies, platform rules included.
What AI never makes
Some things stay real, without exception.
Logos and lettering
AI never draws a logo, wordmark or lettering. Real vector files are composited onto the final image by hand.
A different product
The product's shape, colour, material and scale stay true. AI may change the setting, never the thing being sold.
Fake proof
No AI-generated reviews, testimonials, customers or team members presented as real.
Rights, likeness and inputs
We use AI tools whose terms allow commercial use, and give them only material we own or are licensed to use. We do not imitate real people, their voices, or other brands' logos, products or signature designs; a real person's likeness is used only with their written consent.
Your data
Client material is never used to train AI models, and we work only with tools and settings in which inputs are excluded from training. Confidential material stays out of AI tools unless you agree, and working files are deleted on request when the project ends.
How an AI-assisted campaign is made
- We start from your real product photography and brand assets, never from a description alone.
- An art director writes the brief: setting, light, styling and mood, in line with the brand.
- AI tools generate options; a person selects, rejects and refines them.
- Retouching keeps the product true to the real thing, and real logo and lettering files are composited by hand.
- Every frame is checked against the product, labelled where required and delivered with a note of how it was made.
The campaigns we offer are described on AI creative.
When we choose not to use AI
Where the image itself is the evidence, such as clinical results or the exact finish of a material, we use real photography; where a recognisable person is needed, we work with real people, with their consent. The rules on AI content are still changing in the UK, the EU, Türkiye and on the platforms, so we review these principles as they do; for your own campaign, speak to your legal adviser. See how we work, or start a project.