EU struggles to define deepfakes, creating loopholes for retail
Eurocommerce seeks exemption for AI-generated ads from EU AI Act transparency rules, claiming synthetic product images don't qualify as deepfakes
Published 7sem1 sourceNotable
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The fact
Zalando reveals 90% of its platform's marketing content is already AI-generated, showing massive adoption across retail
Regulatory ambiguity around deepfake definition creates legal gaps that retail giants exploit to circumvent disclosure obligations
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