Our approach to AI-generated content

At BAABUK, we see artificial intelligence as a tool. It is a tool that opens new creative possibilities, but also comes with real questions and responsibilities.

As a small independent company, we have never had the budgets available to large brands. In the past, this often meant limiting our ideas to what we could afford to produce. AI now allows us to explore concepts, create moving images and tell stories that might otherwise be beyond our reach and resources.

We also recognise the concerns surrounding AI: its impact on creative professions, questions of consent and intellectual property, its environmental footprint, and the risk of blurring the line between imagination and reality. We do not dismiss these concerns, and we do not believe that calling AI “just a tool” removes our responsibility for how we use it.

Some creative assignments will undoubtedly change or disappear, while new skills and types of work will emerge. We cannot claim that this transition has no consequences. What we can say is that BAABUK will continue to value and work with photographers, designers, filmmakers, writers and other creative partners whenever their expertise, perspective and human experience are essential. BAABUK, at its core, is still a brand built and inspired by the people of our community. 

AI does not remove the human work behind our communication. Every project still starts with an idea. Someone must develop the story, guide the process, make creative decisions, edit the result and ensure that it genuinely represents BAABUK. AI may change how something is produced, but it does not replace human intention, taste, judgement or responsibility.

We will also set clear boundaries for its use.

We will not use AI to misrepresent our products, their materials, their performance, where or how they are made, or the people behind them. We will not fabricate customer testimonials, partnerships or real events. We will not reproduce an identifiable person without their consent or deliberately imitate the distinctive work of a living artist.

We make a clear distinction between imaginative storytelling and factual communication. AI may help us create a fictional scene or express an idea visually. But when we show a BAABUK product, its essential colour, shape, texture, function and character must remain truthful. 

We will use these tools selectively, not simply because they are available. We will continue to consider their environmental and human impact alongside the impact of traditional productions, including travel, physical sets, samples and other resources.

Yes, BAABUK will use AI-generated content. We believe it can give smaller organisations access to forms of creativity that were once reserved for those with much greater financial resources. But that opportunity comes with obligations: to be transparent, to respect people’s work and rights, and never to sacrifice trust for convenience.

The tools we use will continue to evolve. Our values will not. BAABUK will remain rooted in real products, human creativity, responsible choices and the passion of the people who bring our ideas to life.

 

If you have questions or comments, please contact us at info@baabuk.com