Amazon has implemented a policy mandating that third-party sellers label any product images or videos featuring 'AI-generated people' following the enactment of a New York law that requires disclosure of synthetic performers in advertisements.
This law, described as a 'first-in-the-nation' initiative by Governor Kathy Hochul, aims to combat misinformation by ensuring that consumers are aware when they are viewing AI-generated content. The policy affects all 'A+ content' on product listings, which includes videos and graphics, and requires specific metadata tags before uploads.
However, it does not apply to content featuring fictional characters or real individuals, even if altered by AI. Amazon's decision reflects a broader trend among companies to enhance transparency regarding AI-generated content, as seen with similar measures taken by platforms like Meta and TikTok.
As third-party sellers increasingly utilize AI tools for content creation, this policy could significantly influence the retail landscape on Amazon, which relies heavily on these sellers for over 60% of its marketplace sales. The lack of a federal law on this issue means that state-level regulations will likely continue to shape how companies manage AI content disclosures