According to the list currently published by the European Commission, Bruketa& is the only Croatian company to have signed the Code of Practice on Transparency of AI-generated Content. The approximately 190 organizations that have joined the Code also include OpenAI, Anthropic, Microsoft, Meta, Getty Images, Lenovo and Lufthansa.
Bruketa& has joined the section of the Code intended for organizations that use generative AI systems. It covers practices for labeling content created or modified with the help of artificial intelligence.
The document is linked to the implementation of the European AI Act and is intended to help companies comply with the new transparency obligations. Signing the Code is voluntary, while certain obligations prescribed by the Act are mandatory.
For creative agencies, these provisions apply to different stages of work, from research and idea development to content production. The question of labeling becomes particularly relevant in cases where audiences cannot easily determine whether certain content was filmed, written or drawn, or generated using artificial intelligence.
“We do not see AI as a separate discipline, but as another tool that can help us do better work. But new possibilities also bring new responsibilities. If people can no longer easily distinguish between what was created through filming, writing or drawing and what was generated, transparency becomes an important part of the relationship between a brand and its audience. That is why we decided to support shared rules before they become just another obligation to fulfil,” says Davor Bruketa, Creative Director at Bruketa&.
The Code provides companies with a common framework for applying the rules in their everyday work. For the creative industry, its practical significance will depend on how clearly agencies and brands explain the role of artificial intelligence in the creation of content to their audiences.
