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

Eurocommerce, representing Amazon, H&M, and IKEA, is lobbying for AI-generated ads to be exempt from the EU AI Act's transparency rules, arguing that an AI-generated living room image used to sell a sofa is not a deepfake. Zalando reports that 90 percent of its marketing content is already AI-generated, highlighting the retail industry's reliance on AI-generated content and the EU's unclear definition of deepfakes.

read1 min views1 publishedJun 20, 2026

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.

source & further reading
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