The Mortz Media Ethical AI Framework
Core Principles
Transparency
Always disclose when and how AI has been used in image creation or enhancement
Clear labeling of AI-enhanced images
Documentation of enhancements applied
Educational content about your process
Authenticity
Enhance reality rather than fabricate it; preserve the core truth of the subject
Enhancement vs. fabrication guidelines
Subject verification processes
Before/after comparisons for clients
Consent
Obtain explicit permission before applying AI enhancements to images of people
Clear client consent forms
Tiered enhancement options
Option to revert to unenhanced images
Purpose
Apply AI enhancements only when they serve a meaningful purpose for the client
Client goal assessment
Enhancement justification documentation
Results-focused application
Client Benefits
Trust & Credibility
Build stronger relationships with your audience through transparent and ethical visual content that respects authenticity.
Enhanced Quality
Achieve professional-quality imagery that stands out while still maintaining the core truth of your brand and products.
Future-Proofing
Stay ahead of industry standards with content that embraces innovation while adhering to emerging ethical guidelines.