AI-generated ads should be exempt from EU transparency rules, retail association says

AI-generated ads should be exempt from EU transparency rules, retail association says

LONDON, June 19 : Eurocommerce, the European retail association whose members include Amazon, H&M, Inditex, and Ikea, is asking EU tech chief Henna Virkkunen to exempt AI-generated advertisements from the bloc's new regulation requiring disclosure of AI use.The European Union AI Act, which enters into force o

The EU doesn't really know what a deepfake is, and that's becoming a problem for retail

Eurocommerce, the trade association behind Amazon, H&M, and IKEA, wants AI-generated ads exempt from the EU AI Act's transparency rules. The argument: an AI-generated living room image used to sell a sofa isn't a deepfake. Zalando alone says 90 percent of the marketing content on its platform is already AI-generated. The article The EU doesn't really know what a deepfake is, and that's becoming a problem for retail appeared first on The Decoder.