Ai Policy

At Tiger of Sweden, we use artificial intelligence (AI) in parts of our creative and visual production as part of a human-led process. Our approach is to use AI with care and transparency, in service of the craft rather than in place of it.

A human-led creative process

When AI tools are used in our content, we make sure their use does not create a misleading representation of the product. Before publication, our team reviews the accuracy of material characteristics and design features.

Every AI-assisted output is reviewed and approved by our team before publication. The garments shown and described are genuine Tiger of Sweden designs, and we check that each image and description represents the piece accurately, including its colour, silhouette, fit and construction.

How we approach AI-generated and AI-modified content

We are committed to being transparent about our use of AI.

We assess AI use and disclosure on a case-by-case basis, considering the nature of the content, the extent of the AI involvement, and the risk of misleading consumers. We will continue to review this approach as AI technology, legislation and market practice evolve.