These guidelines apply to AI-generated and AI-assisted content created, modified or published by, for or on behalf of EaseMyTrip and its authorized brands.

They apply to employees, designers, marketing teams, content creators, video production teams, external agencies, vendors and authorized partners.

Creative formats covered

• Images & Photography: AI-generated photographs, campaign backgrounds, travel imagery, illustrations and image manipulation.
• Videos & Films: AI-generated footage, promotional videos, cinematic sequences, animation and visual effects.
• Motion & 3D: Motion graphics, animated illustrations, CGI and AI-assisted visual production.
• Audio & Voice: Synthetic voiceovers, AI-assisted dubbing, sound effects, music and audio enhancements.
• Creative Content: AI-assisted scripts, marketing copy, campaign concepts, storyboards and visual ideation.

Where these guidelines apply

Website and landing pages, mobile applications, social media, video platforms, digital advertisements, email marketing, CRM communications, push notifications, print advertising, outdoor media, presentations, event branding and authorized partner campaigns.

These guidelines apply regardless of the AI platform, software or production technology used.

Our creative approach is guided by six fundamental principles.

• Creativity with Purpose: AI should enhance original ideas, strengthen storytelling and support meaningful brand communication.
• Authenticity & Accuracy: Creative content must not mislead customers about actual destinations, hotels, transportation, services or experiences.
• Human Accountability: AI-generated content must be reviewed and approved by responsible human teams before publication.
• Respect & Inclusion: Content must respect people, cultures, communities, traditions and individual rights.
• Transparency: Materially AI-generated or altered content must be disclosed where required by law, platform rules or our transparency standards.
• Brand Consistency: Every published asset must align with EaseMyTrip's established visual identity and communication standards.

Generative AI can be used to develop distinctive visual concepts, campaign imagery and creative illustrations that enhance EaseMyTrip's communication.

Permitted creative applications

• Travel campaign backgrounds and promotional artwork.
• Seasonal, festive and destination-inspired visuals.
• Conceptual landscapes and imaginative travel scenes.
• AI-assisted photo enhancement, restoration and background extension.
• Illustrations, advertising compositions and digital artwork.
• Storyboards, moodboards and campaign concept exploration.
• Clearly identified conceptual product or transportation visualizations.

Visual accuracy standards

AI-generated images must maintain visual quality and appropriate real-world accuracy.

Creators must review:

• Architectural details, monuments and recognizable landmarks.
• Geographical and cultural representation.
• Human anatomy, expressions and appearance.
• Transportation designs, proportions and identifiable features.
• Visual artifacts, distorted objects, lighting and perspective.
• Brand logos, text, signage and graphical elements.

Restricted representations

AI-generated imagery must not be presented as authentic evidence of a specific hotel, room, property, facility, aircraft, bus or other bookable service when it does not accurately represent that offering.

Illustrative campaign imagery may be imaginative. Factual product and booking imagery must be accurate.

AI-generated video offers opportunities for visual storytelling, promotional campaigns, cinematic narratives and motion design.

Permitted applications

• Brand storytelling and advertising films.
• Travel-inspired cinematic sequences.
• Campaign teasers and promotional animations.
• Conceptual scenes and virtual environments.
• AI-assisted visual effects, editing and scene extensions.
• Motion graphics, 3D visualization and animated illustrations.
• Storyboards, pre-visualization and production experiments.

Video production standards

AI-generated videos must maintain appropriate visual continuity and technical quality.

Before publication, review:

• Character and object consistency across scenes.
• Natural movement, gestures and facial expressions.
• Accurate depiction of locations and transportation.
• Lip synchronization and dialogue timing.
• Realistic lighting, transitions and environmental effects.
• Copyright, likeness, music and audio permissions.
• Clear distinctions between fictional storytelling and real-world events.

Authenticity requirements

Do not use AI video to fabricate actual customer experiences, services, company activities, testimonials, public statements or real-world events.

Where realistic synthetic footage could be mistaken for actual footage, appropriate disclosures must be included.

AI-assisted audio may support creative production, multilingual communication and accessible storytelling.

Permitted applications

• Synthetic narration and authorized voiceovers.
• Multilingual dubbing and localization.
• Audio cleanup, restoration and enhancement.
• Licensed AI-generated background music.
• Sound design and environmental sound effects.
• Voice-assisted storytelling and promotional content.

Responsible audio standards

• Do not clone or imitate an identifiable person's voice without appropriate consent or authorization.
• Do not fabricate endorsements or statements attributed to real individuals.
• Use music and sound assets with the necessary commercial rights.
• Review pronunciation, language accuracy, tone and cultural context.
• Ensure audio remains consistent with the visual story and intended message.
• Provide disclosure where required for realistic synthetic voices or other AI-generated audio.

AI must not be used to impersonate customers, employees, public figures or business representatives deceptively.

Trust is essential to every travel experience.

AI-generated content must preserve the distinction between creative inspiration and factual travel information.

Appropriate uses

• Imagining a festive travel scene for a seasonal campaign.
• Creating a conceptual destination-inspired advertisement.
• Developing a fictional family travel story.
• Illustrating future mobility or tourism concepts with clear context.
• Creating atmospheric imagery that does not claim to show a specific bookable product.

Unacceptable uses

• Fabricating a hotel property or room and presenting it as bookable.
• Generating amenities that a property does not offer.
• Misrepresenting actual transportation interiors or facilities.
• Creating fictional customer reviews or testimonials presented as genuine.
• Misrepresenting actual destinations, travel conditions or accessibility.
• Depicting future or conceptual transportation products as operational services without clarification.

Descriptions of prices, offers, availability, specifications and customer benefits must be supported by verified information.

All AI-generated and AI-assisted content must respect copyright, trademarks, licensing agreements, privacy, publicity and other applicable rights.

Required practices

• Use AI platforms and creative assets under licensing terms appropriate for their intended commercial use.
• Verify commercial-use permissions for generated images, videos, audio and music.
• Use third-party photographs, illustrations, footage and reference materials only with appropriate rights.
• Obtain necessary permission for recognizable individuals, identifiable likenesses and voices.
• Protect EaseMyTrip logos, trademarks and proprietary design assets.
• Review outputs for recognizable copyrighted characters, protected artwork and unauthorized branding.

Prohibited practices

• Intentionally reproducing protected creative works without authorization.
• Using another organization's logo or trademark in a manner that falsely suggests approval or partnership.
• Generating misleading endorsements or representations.
• Uploading third-party copyrighted content into AI platforms without appropriate authorization.

The fact that content was generated using AI does not automatically establish unrestricted ownership or commercial usage rights.

EaseMyTrip expects AI-generated creative content to remain respectful, appropriate and safe for its intended audience.

Content must not:

• Promote hatred, harassment or discrimination.
• Generate exploitative or sexually explicit material.
• Glorify terrorism, violent extremism or graphic violence.
• Encourage self-harm or dangerous activities.
• Exploit or sexualize minors.
• Impersonate individuals for deceptive purposes.
• Spread harmful misinformation or fraudulent claims.
• Violate privacy or applicable laws.

Cultural sensitivity

Travel-related creative content frequently represents diverse cultures, religions, nationalities and traditions.

Creators must take additional care when depicting religious places, cultural landmarks, local communities, historical settings and traditional practices.

Representations should be respectful, contextually appropriate and free from harmful stereotypes.

AI tools should be selected and used responsibly, with consideration for security, licensing, data protection and creative suitability.

Tool usage standards

• Use company-authorized AI tools and workflows for official creative production.
• Verify commercial usage rights before publishing generated assets.
• Follow the relevant tool provider's usage policies and restrictions.
• Check whether uploaded inputs or generated outputs may be retained or used for model training.
• Use appropriately licensed software, stock content, models and reference assets.
• Do not bypass platform safeguards or usage restrictions.

Confidential information

Never submit confidential customer information, personal records, unpublished business plans, internal documents, financial information, credentials or sensitive company materials to unapproved AI services.

Any use of protected information must follow authorized company data-handling and security procedures.

AI-generated content must follow the same brand quality standards as traditionally produced artwork.

All creative materials must align with the official EaseMyTrip brand guidelines.

Brand consistency checklist

• Logo & Identity: Use approved brand files without unauthorized modification, distortion or redesign.
• Colour & Typography: Follow established brand colours, font families, hierarchy and accessibility standards.
• Photography & Visual Language: Maintain appropriate composition, visual clarity, recognizable brand style and contextual relevance.
• Communication & Messaging: Use clear, accurate and appropriate language consistent with the campaign and audience.
• Creative Quality: Review generated content for technical errors, visual artifacts and inconsistencies before publication.
• Accessibility: Consider legible text, appropriate contrast, subtitles, alternative text and inclusive communication.

AI should support the brand's visual identity, not redefine it without authorization.

EaseMyTrip supports transparency in the responsible use of generative AI.

AI-generated and materially AI-altered content must carry an appropriate disclosure when required by applicable law, publishing-platform policies or the company's content transparency standards.

Recommended disclosure statements

• AI-Generated Image: AI-generated visual for illustrative purposes only.
• AI-Generated Video: This video contains AI-generated visuals.
• Conceptual Product Visualization: AI-generated concept. Actual appearance and specifications may vary.
• AI-Generated Destination Artwork: AI-generated conceptual representation.
• AI-Generated Voice or Narration: This content includes an AI-generated voice.
• Mixed Real and Synthetic Footage: Portions of this video have been generated or altered using AI.

Note: These are suggested disclosure statements. Specific platforms or applicable laws may require additional labels or particular wording.

These are suggested wording templates, not substitutes for any mandatory platform label or legally prescribed disclosure.

Disclosure principles

• Place disclosures where audiences can reasonably notice and understand them.
• Use accessible language appropriate to the medium and audience.
• Activate available AI disclosure tools when required by the publishing platform.
• Ensure labels do not misrepresent the nature or extent of AI involvement.
• Do not deliberately remove mandatory AI labels or provenance information.

Minor AI-assisted edits

Routine colour correction, noise reduction, compression, sharpening or other non-deceptive technical improvements do not automatically require the same disclosure as fully synthetic or materially altered content.

Disclosure requirements must be assessed based on the nature of the modification, applicable rules and publishing context.

Content Credentials

Where supported, preserve Content Credentials and relevant AI provenance metadata.

Do not intentionally falsify, suppress or remove mandatory provenance indicators.

EaseMyTrip creative content is distributed across multiple online and offline platforms.

Before publication, teams must follow the applicable laws, content policies, advertising standards, technical requirements and AI disclosure procedures of each destination platform.

Websites & Landing Pages

• Maintain a clear distinction between conceptual artwork and actual travel products.
• Use accurate property and service imagery in booking-related experiences.
• Provide clear disclosures where appropriate.
• Maintain brand consistency and accessibility.

Mobile Applications

• Ensure AI-generated visuals do not misrepresent bookable products or services.
• Follow applicable app marketplace requirements.
• Use accurate screenshots and feature representations.
• Maintain consistency across application experiences.

Social Media

Including Instagram, Facebook, Threads, LinkedIn and other social platforms.

• Follow each platform's synthetic-media disclosure requirements.
• Use available AI labeling controls where applicable.
• Avoid deceptive representations and impersonation.
• Ensure captions, hashtags and creative claims remain accurate.

YouTube & Video Platforms

• Declare realistic AI-generated or significantly altered video or audio as required.
• Follow platform-specific upload and disclosure procedures.
• Verify music, voiceover and footage permissions.
• Avoid presenting fictional scenes as actual events.

Digital Advertising

Including Google Ads, Meta Ads, display advertising and other paid media platforms.

• Follow the advertising network's content and AI transparency policies.
• Apply necessary labels or disclosures.
• Verify offers, product claims and creative representations.
• Avoid misleading AI-generated testimonials or endorsements.

Email, CRM, Push & Messaging

• Ensure promotional images and written claims remain accurate.
• Avoid deceptive or misleading representations.
• Include applicable disclosure information in an accessible location.
• Follow channel-specific content and marketing policies.

Print, Outdoor & Offline Advertising

• Maintain accurate product and service representations.
• Include disclosures where required.
• Verify print-ready artwork and brand consistency.
• Follow applicable advertising and publishing standards.

Partner & Third-Party Campaigns

• Follow EaseMyTrip's brand and AI content standards.
• Obtain required authorization for third-party brand usage.
• Ensure all collaborative content has the necessary permissions and approvals.

Platform policies may evolve, and the latest applicable requirements must be checked before publication.

Every AI-assisted creative asset intended for public communication must pass an appropriate review process before publication.

Step 1 — Creative Brief

Define the objective, target audience, intended distribution channels, creative concept and proposed AI usage.

Step 2 — Tool & Source Verification

Confirm that the proposed tools, source assets and references are authorized for the intended usage.

Step 3 — Creative Development

Generate and refine the required visuals, videos, audio and other assets while following relevant brand standards.

Step 4 — Quality & Authenticity Review

Check visual quality, factual accuracy, intellectual property, privacy, cultural sensitivity and potential misrepresentation.

Step 5 — Disclosure & Compliance Review

Check whether AI labeling, licensing documentation, legal review or platform-specific declarations are required.

Step 6 — Final Approval & Publication

Obtain approval through the applicable brand, marketing and legal review processes before publication.

Material changes to an approved creative may require renewed review.

Teams should maintain appropriate records for AI-generated creative assets used in official campaigns.

Where practical and relevant, records should include:

• Creative brief and campaign reference.
• AI tool or production platform used.
• Source and reference asset permissions.
• Commercial licensing information.
• Final approved creative files.
• Required disclosure and provenance information.
• Review and approval details.

Published content must be corrected, updated or withdrawn when significant factual inaccuracies, rights concerns, misleading representations or policy violations are identified.

The responsible creative and publishing teams remain accountable for the content, regardless of whether it was produced manually or with AI assistance.

External agencies, creative vendors, production partners and authorized collaborators working on EaseMyTrip campaigns are expected to follow these guidelines.

AI-assisted campaign materials must also comply with the applicable partnership agreements, confidentiality obligations and EaseMyTrip brand standards.

Use of EaseMyTrip trademarks, logos or other brand assets in external collaborations requires appropriate authorization.

Refer to the Partner & Co-Branding Guidelines for additional brand usage requirements.

Technology Expands Possibilities. Responsibility Builds Trust.

At EaseMyTrip, we see artificial intelligence as an extension of human creativity. We embrace its potential to inspire new ideas, elevate storytelling and create meaningful travel experiences while preserving the values that define our brand.

Our commitment is to create with imagination, communicate with honesty, respect creative rights and maintain the trust of our customers.

Created with imagination. Guided by responsibility.

These guidelines are intended to support responsible creative production and do not replace applicable laws, platform policies, contractual obligations or internal security requirements. EaseMyTrip may update these guidelines as creative technologies, regulations and publishing standards evolve.