AI-generated media

AI-generated images carry the label ‘AI-generated’. AI-generated moving images are labelled ‘AI video’. The label appears directly on the medium and is visible without additional technical tools.

The still image in the homepage hero comes from a historical original photograph. Only the motion developed from it is AI-generated, so the label explicitly distinguishes between the video and the still image.

The AI-generated brand world includes the photorealistic era images and videos, staged historical racing scenes and workshop visualisations. They serve the art direction and do not document an actual historical event or a real production process.

The historical Werner Eisele photograph, the founder portraits and the product photographs of the 100 Reims edition are photographs and are not labelled as AI-generated. Where an AI animation is based on an original photograph, this distinction remains visible directly on the medium.

The visuals of the Le Mans and Montlhéry editions are AI-generated design mockups: they are based on a photograph of the unengraved bracelet, with the engraving added digitally. They show the intended design, not a finished engraved piece, and are labelled as AI-generated on the image.

For the Reims editions and Targa Florio it's the other way round: the engraving is genuinely photographed, only the surroundings are AI-generated: on the Reims-100 page in the header and under "The story" (a timing sheet, a kilometre marker), on the Targa Florio page in the header and under "The circuit" (a dry-stone wall, a driving glove). These images are likewise labelled.

The labelling follows the transparency requirements in Article 50 of the European AI Act. Commercial visuals must also avoid misleading people about essential product characteristics or the authenticity of a scene.