The EU doesn't really know what a deepfake is, and that's becoming a problem for retail

Major retailers including Amazon, H&M, and IKEA are lobbying the European Union to exempt AI-generated marketing imagery from the transparency requirements of the EU AI Act. Industry representatives argue that synthetic product photos or virtual staging should not be classified as deepfakes, as they do not aim to deceive viewers about real-world events. This push highlights a growing conflict between retail efficiency and regulatory standards, as companies seek to avoid labeling mass-produced digital content as AI-manipulated.