Generative AI guidelines
If you require clarification on any of the points raised on this page, please contact us.
Overview
Any content created or modified using GenAI, including text, imagery, video, or audio, must fully align with Experian’s brand guidelines and must only be created using enterprise‑approved GenAI tools.
Public AI tools must not be used to create or modify content for Experian work.
GenAI content must be indistinguishable from all other Experian work and earn trust in the same way. Brand trust must always be protected, no matter how content is created. Content should look authentic, sound human, and demonstrate the same care, confidence, and clarity people expect from us.
1. Keep Experian unmistakably Experian
Every GenAI output must follow Experian’s brand guidelines.
No matter who creates it or which tool is used, the content should look, sound, and feel like it came from us.
Do
- Make sure GenAI outputs adhere to Experian brand guidelines
- Ensure AI-generated images and videos follow Experian photography standards and are photorealistic
- Develop audio scripts or marketing materials using our Expedition Leader brand voice principles, ensuring delivery sounds natural and regionally appropriate
Do not
- Create "AI-style” visuals that look synthetic or artificial
- Use off-brand colours, typography, icons, or layouts
- Use voiceovers that sound robotic or inauthentic
2. You are responsible for the output
GenAI is a tool to support the creation of our work, it does not replace our judgment. If you create or commission GenAI content, you are responsible for ensuring it is accurate, appropriate, and on brand before it is used.
Do
- Treat AI output as a first draft and refine it
- Edit scripts to improve clarity, accuracy, and brand voice
- Apply brand judgment before sharing content externally
- Follow normal brand, legal, compliance, and risk approval processes where required
Do not
- Publish GenAI content without review
- Assume AI-generated content is accurate by default
- Skip required approval processes
3. Use only owned or properly licensed content
Before uploading or modifying content in GenAI tools, make sure Experian owns it or has the right to use and alter it. Some stock or third-party assets restrict AI modification or derivative works.
Do
- Upload only content Experian owns or is licensed to modify and reuse
- Check that third-party and stock assets permit GenAI use, including alteration and creation of new content
Do not
- Upload assets where GenAI use is restricted by the licence
- Prompt for copyrighted styles, characters, or distinctive brand aesthetics (for example, “in the style of Pixar”)
4. Respect image rights, consent, and likeness
Images and voices of real people are personal data and must be treated with care. GenAI must not be used in ways that misrepresent, misuse, or imitate real individuals.
Do
- Obtain written consent before using the image or likeness of any identifiable person (including employees, clients, or members of the public)
- Ensure consent covers reuse, editing, and GenAI-based modification
- Follow local laws and internal review processes when using identifiable individuals in marketing
Do not
- Edit or enhancing real people’s images using GenAI without proper permission
- Create “lookalike” people imagery, videos, or voiceovers that imitate or resemble identifiable or well-known individuals
- Treat public figures as exempt, commercial use still requires authorisation
5. Protect confidential and sensitive information
It is strictly prohibited to upload PII, PHI, PCI, or Experian Restricted information into GenAI tools unless explicitly approved under the tool’s Acceptable Use Statement.
Do
- Use GenAI only with content already approved for marketing use
- Treat images of real people as personal data
Do not
- Upload Internal, Confidential or Restricted Experian information into public AI tools
- Include personal or regulated data (for example financial or health data) in prompts or uploads, even when using enterprise‑approved AI tools
- Use client‑confidential materials, unreleased products, or internal strategy content, even when using enterprise‑approved AI tools
6. Be clear, honest, and transparent
When GenAI is used in brand content, clearly distinguish between real and illustrative elements to avoid misleading audiences.
Creative quality must never come at the expense of trust. Disclose AI use where it supports transparency, understanding, or confidence in the content.
Do
- Disclose use of GenAI where it could influence customer understanding, regulatory interpretation, or trust, for example, when depicting scenarios that may reasonably be interpreted as real
- Follow regional or regulatory disclosure requirements where they apply
Do not
- Present AI-generated people, voices, or scenarios as real Experian customers, employees, or partners
- Create fictional testimonials, endorsements, or situations that could reasonably be interpreted as factual
- Add disclaimers to all GenAI content by default when they add no value or distract from the message
7. Use enterprise-approved GenAI tools
Always use enterprise GenAI tools approved for use and follow the acceptable use standards. Public or non-approved tools must never be used for asset creation intended for external use.
Do
- Use approved GenAI tools to create content for internal or external audiences
- Follow tool-specific acceptable use guidance
- Visit the GenAi at Experian SharePoint page for futher details on approved tools and acceptable use guidance
Do not
- Use personal accounts or non-approved tools for Experian work
- Bypass governance or acceptable-use requirements