Amazon Cracks Down on AI-Generated Images

Amazon has introduced a new policy requiring third-party sellers to label any product images or videos that contain ‘AI-generated people’. This change comes after a recent law in New York mandated greater transparency around synthetic performers in ads.

The move is part of a growing trend as states begin to take steps towards requiring companies to disclose when advertising content has been created using AI. In fact, California recently started requiring large AI providers to embed watermarks in AI-generated images, video or other content.

Amazon’s policy change specifically addresses the use of photorealistic AI-generated people in advertisements. This requirement doesn’t apply to content featuring TV, movie and video game characters, or any real person who has been altered using AI.

The New York law, which took effect last month, requires companies to disclose if ‘synthetic performers’ are used instead of human actors in advertising. Governor Kathy Hochul described it as a ‘first-in-the-nation’ law, and her office noted that without notice about the content’s authenticity, AI-generated synthetic performers can make it harder for people to tell fact from fiction.

Amazon is increasingly using AI across its portfolio. The company has optimized listing titles and details so they’re more likely to be found by AI systems. They’ve also invested in a rebranded assistant called Alexa for Shopping, which uses AI to help customers shop.

More Amazon third-party sellers are now using AI tools like those from Meta to generate text, images and other content for their listings. This trend is partly driven by the company’s efforts to make listing creation easier with AI-powered features. With these tools, businesses can create more appealing and effective ads without needing extensive expertise in graphic design or video production.

The policy change will see Amazon add an indicator to its website informing consumers that images or other content feature AI-generated people ‘where applicable’. However, it’s unclear what criteria the company will use when deciding which listings get this label. It might be based on factors like how often a seller uses these tools or whether they clearly disclose the use of AI in their advertising.

Amazon didn’t provide an immediate comment about the new policy. The company relies heavily on third-party sellers, who account for more than 60% of goods sold on its marketplace. There’s no federal law requiring companies to disclose when advertising content has been created using AI.

Some tech giants have already started taking steps towards greater transparency around AI-generated content. Meta and TikTok have added labels to videos and images uploaded to their platforms, while YouTube includes such labels too. However, both TikTok and Meta have faced criticism for not doing enough to clearly label ads featuring AI-generated influencers selling dubious products.

TikTok has said it’s taken steps to ban accounts making misleading health claims, and Meta noted its efforts to label AI videos more clearly. The move by Amazon is a significant step towards greater transparency around AI-generated content in the advertising industry. With this change, consumers will be better equipped to make informed decisions when shopping online.

AI assistants like those from Google are becoming increasingly important for businesses looking to maximize their online presence. By using these tools, sellers can create high-quality ads that grab customers’ attention without requiring extensive expertise or resources.