Last updated – July 2026
At Filippa K, we believe technology should support creativity, not replace it.
Artificial Intelligence (AI) is becoming an increasingly important tool within the creative industries, and we believe it is important to be open about how we use it. Used responsibly, AI can enhance creativity, improve efficiency and support new ways of presenting our products. At the same time, we recognise the importance of protecting creative integrity, respecting intellectual property and maintaining the trust of our customers.
Our commitment is to use AI responsibly and transparently while maintaining the quality, accuracy and trust our customers expect from Filippa K. Human judgement and oversight remain at the heart of every AI-generated output we publish.
Where We Use AI
We use AI selectively across customer-facing content, including:
Every AI-generated output is reviewed and approved by our team before publication.
Accuracy
Whether created using traditional photography or AI, our priority is always to represent our products as accurately as possible.
Where AI is used, our team carefully reviews the final imagery to ensure it accurately reflects the intended product, including its colour, silhouette, fit and key design details.
The products shown are genuine Filippa K designs.
Transparency
Where AI-generated or AI-modified imagery is used, we provide clear disclosure alongside the relevant content, in line with applicable legislation and our own transparency principles.
Human Oversight
AI supports our creative process, it does not replace it.
Creative decisions, quality assurance and final approval always remain the responsibility of our team.
Learn More
To learn more about our approach, please read our Responsible AI Creative Guidelines.
As AI technology, legislation and industry best practice continue to evolve, we will regularly review and update our approach to ensure it remains responsible, transparent and aligned with our principles.
If you have any questions about our use of AI, please contact our Customer Care team.