Major retailers, including Amazon and IKEA, are concerned that the EU AI Act's definition of deepfakes is hindering modern marketing practices. These companies argue that AI-generated images for advertising, such as a living room scene for a sofa, should not be classified as deepfakes and thus should be exempt from certain transparency rules. Zalando reports that a significant portion of its marketing content is already AI-generated, highlighting the industry's reliance on these tools. AI
IMPACT The EU AI Act's definition of deepfakes could impact how AI-generated marketing content is regulated, potentially exempting AI-generated imagery from certain transparency rules.
RANK_REASON Policy debate regarding the definition of deepfakes and their impact on AI-generated marketing content within the EU AI Act. [lever_c_demoted from significant: ic=2 ai=0.4]
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