Design edition
NPO, DPG, Mediahuis and Talpa set out on paper when you must label AI images, Figma opens its Weave tools to the community, and PEXI turns your Figma design into an animated banner.
NPO, DPG, Mediahuis and Talpa agree on when AI images get a label
The big media companies agree on shared rules and a decision tree for images, audio and video made or edited with AI.
The Dutch and Belgian media sector has drawn up joint guidelines together on transparency about AI in images, audio and video. NPO, DPG Media, Mediahuis and Talpa all back it. The initiative comes from Media Campus NL, from the AI and Media core group. The reason is the European AI Act. It requires media organisations to make clear when AI was used to make content. The guidelines come with a decision tree and explanatory texts for daily practice. You can find them at mediacampus.nl/AItransparantie. If you work for or with one of these media companies, there are now concrete rules on labelling AI images. Go through the decision tree once this week, with your latest piece of work in hand. A decision tree works with a series of yes-or-no questions. Was the image fully made by a model, or did you just edit an existing photo? Is it about a real person or place, or something made up? Will it be published for the public, or does it stay internal? Each answer moves you one branch further, and at the end it tells you what to do: label it, don't label it, or something in between, like a note in the credits. The advantage is that the question shifts from taste to process. You no longer need to argue over whether an image is 'AI enough'. The line lies at editing. A light correction doesn't feel like AI content, a fully generated scene does. In between is a grey area: an extended background, a swapped sky, an added piece of furniture. Also note that these are sector guidelines, not a law with a fine behind it. The AI Act is that. The guideline mainly helps you show that you were careful, and helps you agree in advance who adds the label: you or the client.
Background for subscribersThis edition is about one pattern: AI use is more and more often fixed in rules, tools and habits, instead of you figuring it out yourself per job. Media companies use a decision tree to set out when a label is needed, Figma and PEXI build ready-made AI steps that you take over without building them yourself, and Canva and Adobe give their AI more and more freedom to act on its own in your files. At the same time, research shows an AI label can lower the value of your work, and incidents at Google show that AI acting on its own also brings risks for what a tool is allowed to see and touch. For you, this mainly means: be critical about what access you hand over, and always say which part of the work came from you.
Figma lets creators share their own Weave tools
Figma announced on 16 September that community publishing is live for Weave tools. Weave is the part for generative AI and media editing, which came from the takeover of Weavy. Creators can now share their own Weave tools with the community, for example to turn a moodboard into a realistic mockup of a room. For designers, this means ready-made AI workflows from other creators now show up in your own design space. So you don't have to build a series of steps yourself. This week, look in the Figma community for one Weave tool that fits the work you often do, and test it on an old project. A Weave tool is a fixed chain of steps. Someone decides which model is used, what instruction goes with it, and what you still fill in yourself, such as an image or a few words. That chain is published as a single button. You no longer need to know how the prompt is built; you add your own image and get the result in your canvas. A shared tool is still a black box: you see the result, not which model sits behind it or how the instruction is built. That makes the outcome less predictable on material other than what the creator designed it for. Treat a tool like this as a quick sketch for internal use, and check the image yourself before it goes out the door.
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