Generative AI at Ericsson: Brand & Usage Overview copy page link

Generative AI is now an approved and actively supported tool for creative production across Ericsson. It enables faster exploration, cost efficiencies, and scalable brand-aligned asset creation across still imagery, video, illustrations, icons, key visuals, and emerging formats.

All AI-generated brand assets are:

  • Stored in Brand House
  • Tagged under “AI”
  • Clearly visually labeled

A quarterly asset initiative is being established to align GenAI production with priority business needs.

How do I request AI generated assets?

Submit a request via Asana

Who can create generated AI images?

Only vetted agencies, the Hub and the corporate brand team can generate AI imagery for external use. 

 

What other AI tools are permitted for employee use?

Everyday Assistant, Copilot and Playground can be used to speed up ideation and exchange of ideas.

 

Why this matters

Ericsson has established formal AI guardrails to manage:

  • Legal risk
  • Brand consistency
  • Ethical considerations
  • Data usage
  • Agency compliance

 

Using a watermark to disclose AI use

Ericsson discloses the use of AI in marketing and communications materials through use of a watermark image or incorporating specific text:

Watermarking is required when:

  • Assets are photorealistic and fully AI-generated
  • Real photographs are materially altered using AI
 Watermarking is not required for:

  • Illustrations
  • Icons
  • Diagrams
  • Minor AI enhancements to real imagery

How do I know if I am using an AI-generated image?

When downloading images from the Brand House, this icon denotes an image that has been created via AI generation:

Governance & ongoing updates

Guidance will continue evolving as:

  • New GenAI tools are adopted
  • New asset types (e.g., voice) are introduced
  • Platform-level automation is implemented

Questions should be directed to the corporate brand team via email or the Brand Teams channel.

See the full GenAI guidance from the Brand House

Watermark size and placement

For print or digital assets:

Size: The watermark should match the size of the body copy on the layout and applied with 30% opacity.

Placement: On any corner of the grid to avoid conflicting with any content or logos.

Watermark on video:

Size: A text watermark (“Includes AI content”) should be used at the beginning of the video and should be about 50% of the video title size and set at 30% opacity.

Placement: On the bottom left corner of the screen, and be visible for at least 3 seconds.

Other common cases (example: PPT):

Size: The size of the text on the watermark should approximately match the size of the body copy on the slide.

Placement: The watermark should be added to any AI images used, on the bottom right corner of the image (or the slide, if the image is used full bleed).

 

Dot.com

Coming soon.

Download watermark file Ericsson employees only — requires an SSO authentication
Last Update
April 13th, 2026

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