Our approach to AI

At glerups, authenticity, craftsmanship, and transparency are at the heart of everything we do.

The vast majority of our product and lifestyle photography is created using traditional photography and creative production methods. In some cases, we use AI-assisted tools to support the creation of visual content, such as introducing new colour variants, exploring alternative environments/locations, or enhancing creative concepts. When AI is used, it is always guided, human-reviewed, and approved by our team to ensure the result reflects the genuine look, feel, and values of the glerups brand.

We may also use AI tools to assist with content creation, including product descriptions, marketing copy, translations, and other communications. All AI-assisted content is reviewed and edited by our team to ensure accuracy, quality, and alignment with our brand voice.

We believe in being open about our use of AI. We use AI as a supporting tool in our creative processes, helping us explore ideas and possibilities while keeping human creativity and expertise at the center.