Brand standards • AI guidance for brand standards
AI guidance for brand standards
Trust is central to CARE’s work. The stories, images, and experiences we share must reflect real people, real communities, and real impact. While generative AI can support creative development, it can also erode trust if used in ways that misrepresent reality. For this reason, CARE prioritizes authentic documentation of our work and applies clear ethical standards to any use of AI generated imagery or video.
NO: Uses of AI that are not permitted
NO 1. Do not generate imagery of CARE's programmatic work.
AI should never be used to depict CARE programs, activities, staff, participants, or the conditions in which CARE operates.
NO 2. Do not create fictional depictions of real communities.
AI imagery should not generate villages, homes, farms, cities, or landscapes intended to represent places where CARE works.
NO 3. Do not use AI-generated people to represent real individuals.
AI-generated individuals should never stand in for program participants, communities, or partners.
NO 4. Do not fabricate lived experiences.
AI imagery should not assign invented or inaccurate narratives to individuals or communities.
NO 5. Do not imply identities or circumstances that are not grounded in fact.
Avoid generating characteristics, clothing, settings, or visual cues that suggest specific economic conditions, social identities, or cultural experiences.
NO 6. Do not create imagery that reinforces stereotypes or misrepresents communities.
NO 7. Do not present AI generated visuals as real documentation.
AI imagery must never appear to be real photography from CARE’s work.
YES: Appropriate uses of AI
YES 1. Use AI for clearly illustrative or conceptual visuals.
This may include illustrations, animation, symbolic imagery, diagrams, or abstract visuals.
YES 2. Use AI during early creative development.
AI can support concept exploration, mood boards, storyboards, and campaign ideation.
YES 3. Use AI for design elements that do not represent real people or places.
Examples include textures, backgrounds, patterns, or graphical elements.
YES 4. Be transparent when AI is used.
AI-generated imagery should be acknowledged or credited where appropriate.
YES 5. Ensure human oversight.
All AI-generated content should be reviewed by CARE staff to ensure it aligns with CARE’s values, ethics, and brand standards.
YES 6. Prioritize real photography and real stories whenever possible.
Authentic documentation of CARE’s work should always be the first choice.
If you have questions about whether AI-generated content meets CARE brand standards, please contact brandsupport@care.org.