Zalando is 90% AI-generated — but the EU calls it a 'deepfake
retail giants like amazon and zalando are lobbying the eu to exempt ai-generated product images from transparency rules, arguing that labeling a sofa mockup a 'deepfake' dilutes the term's meaning for consumers.
with the eu ai act taking effect on august 2, major retailers are pushing back against regulations that would require labeling for all 'deepfake' content, including synthetic product images. in a letter obtained by reuters, eurocommerce argued that ai-generated marketing—such as virtual models or staged furniture photos—should be exempt because it lacks deceptive intent. the intervention highlights a growing friction between ai policy and practical deployment, as companies like zalando rely on generative ai to slash production cycles from weeks to days. the core issue is the eu's broad application of the term 'deepfake', which retailers fear will dilute consumer warnings against malicious manipulation if applied to mundane catalog content.