Artificial intelligence (AI) has become one of the most widely discussed topics in recent years, with its opportunities and challenges sparking conversations around the world. At Tammer Brands, we also use AI in a variety of tasks. But what does this look like in practice, and how is AI integrated into our daily operations?
Labelling AI-Generated Content
At Tammer Brands, we actively monitor developments in AI regulations and ensure that our practices comply with them. On 2 August 2026, the transparency obligations under Article 50 of the European Union’s AI Act came into effect, introducing requirements to ensure that people are aware when they encounter certain types of AI-generated content. The EU also provides a set of icons that can be used voluntarily to label AI-generated content.
At Tammer Brands, we have established a consistent approach to labelling AI-generated content. Previously, we identified such content with the text “Image generated with AI / Kuvassa on hyödynnetty tekoälyä.” In September 2026, we introduced the EU’s standard AI icon to identify our AI-generated content. Going forward, we will replace the previous text label with a circular AI icon on all images generated or edited using AI.
Image and Video Production
For years, Tammer Brands’ image and video production has been carried out by our in-house studio, Tampere-based photographers and our own creative professionals. We have closely followed the development of AI, and over the past year, the technology has advanced to a point where it can produce visual content of sufficient quality to complement our product photography. AI now enables us to turn product photos taken in our studio into realistic lifestyle images, showing our products in different settings while maintaining their authentic appearance. This has allowed us to expand our image and video production alongside traditional studio and brand photography. We use AI-generated images and videos in various ways, including lifestyle imagery that demonstrates our products in use, as well as supporting visuals for packaging, campaigns and catalogues. AI gives us access to a wider variety of visual content than ever before.
Every AI-generated lifestyle image or video featuring one of our products is reviewed and approved by the relevant Product Manager. Once approved, the material is made available for our customers to download from our webstore. We always identify AI-generated or AI-edited visual content with our AI label.
However, AI does not replace everything. Traditional studio and brand photography remain an important part of our visual production. We carefully consider where AI can add value, which types of content it is best suited for and when traditional methods are the better choice. Tammer Brands has its own in-house marketing department, where our team creates marketing materials such as posters, advertisements, catalogues and newsletters using their graphic design expertise and creativity, supported by AI when appropriate.
Using AI in Content Writing
In addition to visual production, we also use AI to support written content creation. One of its most significant benefits is in translation. (For example, through this article.) Our products are sold in over 30 countries, and we produce materials in 10 different languages. AI helps us speed up the translation process and produce multilingual content more efficiently.
We also use AI when needed to support other writing tasks, such as developing ideas, structuring thoughts and drafting text. However, we never publish AI-generated text without reviewing and editing it first. All content is carefully adapted to reflect our brand, communication style and marketing needs. In other words, a professional is always responsible for the final content and the writing.
