expedia visual ai guidelines

On our journey to embrace generative AI across the company, I recognized a growing issue: employees were experimenting with AI tools to create visuals for presentations and digital signs, but without clear guardrails. The result? A wave of well-intentioned but off-brand content that was causing confusion and putting our brand at risk. At Expedia, this was even more of an issue because our brand was a tech company that helped real people go to real places. Very few generative AI visuals were aligned with our brand.

To address this, I created company-wide visual generative AI guidelines that clearly outlined how to use these tools responsibly and effectively. I partnered with stakeholders in our legal and software developer teams, and helped them understand how generative visual AI required a different approach than text AI.

The guidelines educated teams on appropriate use cases, provided visual do’s and don’ts, and reinforced brand standards in an AI-driven context. The result was better content that kept the real-people-and-place focus of the Expedia brand, and a brand that stayed cohesive even as we explored new creative frontiers.