AI Guidelines

Helps you to consider what matters when building products that integrate AI safely, meaningfully, and responsibly.

These guidelines provide practical, implementation-level guidance for teams designing and developing products where AI is directly or indirectly part of the user experience. They complement the experimental AI UX Playbook; they do not define a separate set of principles or guardrails.

Use the Playbook to explore principles, guardrails, metrics, and the project checkpoint. The Playbook remains experimental while it is being reviewed, and the status shown on each item indicates its current maturity. Use the guidance below for practical details about conversational experiences, common pitfalls, transparency notices, visual treatment, and writing with AI.

These pages focus on digital product development and UI. Please visit the Maersk AI Hub for AI governance, compliance, and corporate policy.

The AI guidance on this website consists of 5 supporting areas:

  • Conversational AI
    Guidance on how to build strong, reliable and secure AI-driven conversations.
  • AI pitfalls
    Highlights the most common issues that should to be avoided.
  • AI Transparency Notices
    Guidance on how to apply the AI Transparency Notices in your AI application.
  • AI colour role
    Visual tokens that can reinforce clear AI attribution.
  • Writing with AI
    What to consider when using AI for writing content.