How to apply the framework
Practical guidance for applying the DTTT AI Transparency Framework across six common scenarios. Each scenario identifies which models apply, the recommended workflow and the disclosure format that fits the output.
The framework applies to any AI-assisted work, but the right combination of models and the appropriate disclosure format varies by context. Use the quick reference table to identify your scenario, then follow the detailed guidance below.
- Scenarios
- 6
- Models
- 4 plus the Ethics tool
- Start with
- your situation
- Output
- a disclosure
Before starting any AI task, consider using the AI Ethics Consideration Tool to assess the ethical, legal and data dimensions upfront. The four framework models are applied after the work is complete. Together they form a complete record from pre-use assessment to post-use disclosure.
Quick reference
Select your scenario
Which models apply to your scenario.
| Scenario | Transparency | Productivity | Environmental | Content Integrity | Ethics tool |
|---|---|---|---|---|---|
| visual | visual/video | ||||
| visual delivery | |||||
| large-scale | promo assets | ||||
| always |
Scenario 1
Consumer marketing and social media content
AI is widely used in consumer content production across tourism, from caption writing and campaign copy to image generation and video creation. Applying the framework here builds audience trust and establishes a consistent standard for how AI involvement is communicated in public-facing material.
Models to apply
TransparencyEnvironmentalContent Integrityany visual content
Workflow
- For imagery, video or content involving real people, use the AI Ethics Consideration Tool before starting.
- Complete the work. Record the AI tools used, prompts applied and editorial decisions made during production.
- Grade the output using the Transparency Model. Name the medium, then answer honestly for each of its activities.
- If visual AI content was used, complete a Content Integrity assessment and record the three-part disclosure code.
- Assess the Environmental grade, task type, model category and usage intensity.
- Generate a disclosure using the toolkit and publish it with the content in the appropriate format.
Disclosure format
For social media, use the compact pill format from the toolkit or a plain-text caption disclosure. For articles and web pages, embed the Display Card or Detailed Declaration Card at the foot of the content.
Example caption disclosure
- AI-assisted content · TM-C@2.0 · AI-IMG · CS-NA · DC-CAP · ai.thinkdigital.travel
Do I need a disclosure for every AI-assisted post?
Yes, if it reached a public audience. The compact pill format takes seconds to add and makes the commitment to transparency visible at scale. AI-assisted text does not require a Content Integrity assessment, that applies to visual and mixed-media content only.
Scenario 2
Procurement and agency commissioning
Requiring agencies, suppliers and vendors to apply the framework as a condition of engagement creates a consistent standard of disclosure across the supply chain. It makes AI involvement visible in contracted deliverables and gives commissioning organisations the information they need to evaluate what they are receiving.
Models to apply
TransparencyProductivityContent Integrityvisual delivery
Writing the framework into a brief
Include a requirement in your brief and contract that all deliverables must carry a DTTT AI Transparency grade and Declaration Card. For content commissions involving imagery or video, add the Content Integrity disclosure code requirement. A suggested procurement clause is included in the Content Integrity Model.
What to look for in a supplier submission
A compliant submission includes the AI Transparency band with its points earned of points possible, a brief AI contribution summary, tools used and, for visual content, the Integrity disclosure code. Bands D or E are not inherently problematic but warrant a quality assurance conversation. Any High Risk or Not Recommended Integrity classification means the asset should be withheld pending review.
Evaluation workflow
- Include the framework disclosure requirement in both the brief and the contract.
- At delivery, confirm a Transparency grade and Declaration Card are present.
- For visual content, verify the Integrity disclosure code and confirm the classification is Clear or Caution.
- For any High Risk or Not Recommended classification, request revision before accepting delivery.
- Retain the Declaration Card with the project file as a permanent record.
Why it works as a market signal
Setting a framework disclosure requirement in procurement signals to the market that AI transparency is expected. Organisations that make adoption a condition of engagement help build the sector-wide standard that makes honest disclosure the default.
Scenario 3
Strategic reports and research publications
Research reports, destination strategies, policy papers and major publications represent the highest-stakes application of the framework. The Detailed Declaration Card is designed specifically for this context, a formal record of AI involvement that sits at the front of the document and travels with it through publication and archiving.
Models to apply
TransparencyProductivityEnvironmental
Workflow
- Record AI tool usage, prompts and key editorial decisions as you work. Do not reconstruct from memory after completion.
- On completion, grade the final document using the Transparency Model. Grade the dominant pattern; note significant exceptions in the Declaration Card.
- Assess Productivity and Delivery Extension scores, noting any new capability or format the work required.
- Calculate the Environmental grade based on model category and usage intensity across the project.
- Generate a Detailed Declaration Card from the toolkit and place it on the inside cover or in the methodology section.
Multi-session project grading
For projects spanning multiple sessions and task types, use the highest-intensity task type for the Environmental grade and the dominant AI contribution pattern for the Transparency grade. Document the rationale in the Declaration Card's human contribution field.
Declaration Card placement conventions
- Published reports: inside cover or first item in methodology section
- Digital publications: end of document or linked from the header
- Presentations: grade in slide footer, full Declaration Card in appendix
Scenario 4
Internal reporting and performance management
The Productivity Model is particularly valuable for internal use. Consistent scoring over time builds an organisational baseline that supports target setting and performance conversations with leadership and funders.
Models to apply
TransparencyProductivity
Building a scoring habit
For internal reporting to be meaningful, scoring must be consistent. Agree a team convention: score every AI-assisted piece of work above a defined threshold, use the same decision rules for the Productivity Score across the team, and log scores in a shared record. Research and community includes a calculator for translating scores into estimated time and cost savings.
Presenting aggregate scores to leadership
Present the average Productivity Score across a quarter, the proportion of outputs reaching P3 or above, and the Delivery Extension Score distribution by work type. Use the calculator to express these in estimated time savings and cost equivalents. Present as indicative estimates with transparent assumptions, not as audited figures.
Example quarterly summary format
- AI-assisted deliverables graded: 34
- Average Productivity Score: 3.4 (Significant gain)
- Outputs reaching P3 or above: 76%
- Estimated hours saved: 148 hrs
- D4 or D5 outputs (adjacent or new capability): 8
Scenario 5
Event and programme delivery
Events, conferences, training programmes and destination experiences involve AI across production, communications and content. The framework applies to promotional materials, speaker briefs, event reports and post-event publications, as well as the environmental dimension of AI-heavy production work.
Models to apply
TransparencyEnvironmentalvideo or large-scaleContent Integritypromotional assets
Where the framework applies
Apply the Transparency Model to event reports, speaker briefings, marketing copy and press materials. Apply the Content Integrity Model to AI-generated or AI-manipulated promotional imagery and video. Apply the Environmental Model to productions involving frontier model use or image and video generation at scale.
Event-specific disclosure convention
For printed programmes and on-screen materials, the compact pill format is most practical. For event websites and post-event reports, use the Display Card or Detailed Declaration Card. Where a destination brand is jointly credited, the grade applies to materials produced for that event, not to the organisation as a whole.
Scenario 6
Data analysis and research projects
AI is increasingly used in visitor analytics, market research, segmentation and programme evaluation. These applications involve data sensitivity considerations distinct from content production. The Ethics Consideration Tool is the essential first step before any data is processed through an AI tool.
Models to apply
TransparencyProductivityEthics toolpre-use, always
Workflow
- Use the AI Ethics Consideration Tool before passing any dataset through an AI tool. Pay particular attention to data sensitivity and whether identifiable personal data is involved.
- Confirm that processing data through this AI tool is consistent with your data protection obligations and any confidentiality agreements.
- Complete the analysis. Record tools used, instructions applied and human analytical decisions made in interpreting outputs.
- Apply the Transparency Model to the final published output, grade what the audience receives, not the analytical process.
- Score the Productivity Model if AI delivered meaningful time savings or enabled work not otherwise feasible.
- Include an AI methodology note covering tools used, AI's role, limitations and the human review applied.