AI Transparency
How we use artificial intelligence in our work, what is disclosed, and what it means for you as a client.
Article 50 of the EU Artificial Intelligence Act sets transparency obligations for AI-generated content. Those obligations have applied since 2 August 2026.
We produce AI-generated video and creative, so we publish this statement so that clients and viewers know exactly where AI is involved.
We use AI generation tools in:
- mAInds video - cinematic brand video, product motion ads, property and investor films. The moving image is generated.
- Ad creative - some static ad variants and background elements.
- Copy drafting - first drafts of ad and web copy, always edited by us before delivery.
We do not use AI to generate testimonials, case-study results, client logos or performance figures. Those are real.
Every AI output is briefed, directed, reviewed and selected by us. We generate several versions per shot and discard what does not meet the brief. Nothing reaches a client account unreviewed.
Where a video features a person who appears real, that person is synthetic unless we tell you otherwise in writing.
Under Article 50, the provider of a generative AI system must mark outputs in a machine-readable format as artificially generated. We use commercial tools that carry this marking, and we do not strip it.
On our own website, work shown in our portfolio that is AI-generated is labelled as such.
This is the part that matters commercially. When you publish AI-generated video or imagery we produced, you are the deployer under the AI Act, and the disclosure duty in your market is yours.
To help you meet it, we will:
- tell you which delivered assets are AI-generated or AI-manipulated;
- keep the machine-readable marking intact in the files we hand over;
- supply a short disclosure line you can use in captions or descriptions on request.
Penalties under the AI Act reach up to EUR 15 million or 3% of worldwide annual turnover, so this is worth getting right. If you are unsure how it applies to your sector, take your own legal advice.
To generate work for you we may submit brand assets, product photography, brand colours and briefs to third-party AI providers. We do not submit personal data of your customers, and we do not submit anything you mark confidential.
If you would prefer specific assets not to be processed by AI tools, tell us before the work starts and we will plan around it.
We use commercially licensed AI tools. Output delivered to you is yours to use commercially - in ads, on your site, in broadcast - with the ownership terms set out in our Terms of Service.
Music and stock elements come from cleared libraries with commercial rights.
AI does not decide your strategy, set your budgets, or run your campaigns unattended. It does not make claims about your product. It speeds up production; the judgement stays with us.
We do not create AI likenesses of real, identifiable people without documented permission.
Questions about how AI is used in your project: [email protected]
MAGNET MINDS Ltd., Ekzarh Yosif I, Dobrich 9300, Bulgaria