This checklist is a summary of the AI Guidelines and is a great way to get an overview of the main considerations that need to be taken into account when designing and developing AI-driven user interfaces and conversational interactions within Maersk applications.
The list below should be seen as a guiding checklist and not as a mandatory set of rules that needs to be followed strictly. Some points might not be relevant and meaningful in certain cases and contexts.
The checklist does not replace any existing Maersk policies, but should rather be seen as a supplement to these. If you want to know more about AI at Maersk, then visit the Maersk AI Hub.
Transparency
Use clear visual indicators such as badges, colour coding, or labels like 'AI-generated' to distinguish AI outputs from human content (comming soon).
Display confidence indicators for AI predictions or recommendations (e.g., percentages or labels like low/medium/high) to help users assess reliability.
Allow users to progressively access explanations behind AI decisions through tooltips or expandable panels.
Ensure conversational AI introduces itself at the beginning of interactions to set expectations and build trust.
User control
Provide users with simple and accessible options to override AI-suggested actions.
Before executing any high-impact or irreversible AI-driven task, require explicit user confirmation to ensure intent and prevent errors.
Clearly present options to escalate to a human agent or support channel, especially when the AI reaches its limitations or user confidence is low.
Provide contextual quick-action prompts (e.g., 'approve,' 'modify,' 'contact support') in chat interfaces for easy task completion.
Ethical handling and privacy
Clearly explain how user data is collected, stored, used and shared using plain and non-technical language.
Explicitly request user consent for personalised AI features and processing of sensitive data.
Continuously evaluate AI solutions for potential biases and take corrective actions to ensure fairness and inclusivity.
Reassure users about data protection and security measures during interactions, especially when handling personal or sensitive information.
Secure and resilient design
Implement secure authentication methods, especially for sensitive actions, e.g. multi-factor authentication (MFA).
Use clear visual indicators, such as lock icons or secure session banners, to show when users are in a secure environment.
Conduct routine security assessments of the UI and data-handling processes to identify and mitigate vulnerabilities.
Securely verify user identities in voice interactions, e.g. confirming registered contact details.
Provide visual or audible confirmation steps for critical transactions or sensitive data exchanges to prevent accidental or unauthorised actions.
Error management
Inform users of errors using non-technical, user-friendly language that explains what went wrong.
Offer straightforward options for recovery and/or retrying actions without restarting the entire process.
Proactively inform users when the AI has limitations and system constraints that may affect results or performance.
Respond to unclear inputs with polite and helpful prompts, e.g., 'Please repeat the shipment number'.
Provide clear, contextual prompts to help the user resolve issues, e.g. 'Unable to find the shipment, please verify the shipment number'.
Conversational UI
Use distinct visual styles to separate user inputs from AI responses, e.g., using chat bubbles or colours.
Include visual cues like typing indicators or listening animations, to communicate system activities.
Offer live transcripts or summaries of voice interactions, especially in multimodal interfaces.
Use clear microphone status indicators, such as animations to show when the system is actively listening.
Offer quick-response buttons or actions for streamlined user interaction and reduce typing in chat interfaces.
Use plain language and avoid ambiguous or overly technical terms to enhance understanding.
Allow the user to access detailed insights on AI decisions via expandable panels and tooltips.
Final checks
Ensure that the user experience is logical, easy to follow, and feels natural across different contexts.
Make it super easy for users to distinguish AI-generated content from human-created content, and introduce clear labels and visual cues.
Ensure that the user can easily access deeper explanations behind any AI-generated output, including reasoning, data sources, or influencing factors.
All handling of sensitive data must fully comply with Maersk's Data Ethics and Cyber Security Policy, including storage, processing, and sharing.
Provide clear, accessible, and manageable consent mechanisms for personalised AI experiences, allowing users to opt in or out at any time.
Please write to us on our Teams Channel. We encourage and welcome any type of contribution and feedback.