European retailers are challenging how the EU AI Act should treat AI-generated advertising. Eurocommerce, which represents companies including Amazon, H&M, and IKEA, argues that synthetic product images used in retail should not automatically be treated as deepfakes.
The dispute matters because AI-generated marketing is already becoming routine. Zalando says most marketing content on its platform is AI-generated, which means broad labeling requirements could affect everyday commerce rather than only deceptive political or impersonation content.
The fight shows how quickly AI transparency rules move from abstract safety debates into operational questions for businesses using generative tools at scale.