Innovation

James Francis

Advertisers want exemptions from the EU's AI transparency rules that would require labelling every instance of GenAI they publish. Rampant labelling will confuse consumers, goes the argument.

Consumer brands use these tools a lot. For example, a clothing brand would use GenAI to generate fashion items on digital models. If the fashion item exists, is that any more deceptive than photoshopping new clothes onto photographed models?