AI UX Playbook
Every AI feature at Maersk is held to one standard: earning and keeping the user's trust. It applies to anything built or shipped with AI, whatever the feature does and whoever it's for.
Guardrails are the enforceable limits every AI feature at Maersk operates within. They are checked at design review and before release and exist to make AI feature trustworthy.
Glossary
| Term | Definition |
|---|---|
| High risk | A classification defined by EU AI Act Article 6. A system is high-risk if it is a product or safety component covered by Annex I harmonisation legislation and requires third-party conformity assessment, or if it falls within an Annex III use-case area (biometrics; critical infrastructure; education; employment and worker management; access to essential services including creditworthiness and insurance pricing; law enforcement; migration and border control; administration of justice and democratic processes). An Annex III system is exempt where it poses no significant risk, for example a narrow procedural task or work that flags patterns without replacing human judgement, but profiling of individuals is always high-risk and any exemption must be documented. |
| Consequential decision | A decision or output that affects a person’s employment, pay, safety, access to services, or a significant financial outcome, for the individual or for a supplier. A decision can be consequential without the system being high-risk under EU AI Act Article 6, and the reverse also holds. |
| Irreversible action | An action that cannot be undone in the product or service, or can only be undone through manual intervention outside it. Deleting records, cancelling a booking, sending an external communication, and submitting a rate are irreversible in this sense. |
| Materially different use | Use of an AI capability for a purpose, user group, data set or decision type outside the use case registered in the Maersk Application Catalogue. The test for a materially different use is whether the risk profile changes and is not related to the interface changing. |
Full legal text: Regulation (EU) 2024/1689 (EU AI Act) on EUR-Lex.