Amazon requires third-party sellers to label AI-generated people in product images and videos following new New York legislation.
Amazon is now requiring third-party sellers to label any product images or videos that feature "AI-generated people." This policy change follows the passage of a New York law mandating greater transparency regarding "synthetic performers" in advertisements. The new state law, which took effect last month, requires companies to disclose when digitally created media appear as real people in commercial content. The administration announced that the requirement applies to photorealistic AI-generated people but excludes TV, video game, and movie characters, as well as content featuring real people who have been altered by AI. Amazon will add an indicator to listings to inform consumers when AI-generated content is used. This move aligns with a growing global trend toward AI transparency, with India and the European Union also implementing specific disclosure rules for synthetic content. While there is currently no federal law in the United States requiring such disclosures, Amazon's move ensures its marketplace remains compliant with the "first-in-the-nation" New York mandate.