Eurocommerce asks EU to exempt routine AI ads from labels
Eurocommerce, whose members include Amazon, H&M, and IKEA, is asking the European Union for a break from new rules that require companies to label any AI-generated or modified images, video or audio content constituting a deep fake.
They say ads using AI just to boost product images or create virtual backgrounds aren't trying to fool anyone, so they shouldn't need those labels.
Zalando reports 90% content cost cuts
Eurocommerce's director general Christel Delberghe points out that since so much marketing already uses AI, slapping a label on everything would overwhelm people and make the warnings less useful.
The European Commission hasn't replied yet, but with Zalando saying the technology has allowed it to cut content production costs by 90%, this debate is only getting bigger.