Amazon, H&M, Inditex and Ikea are pushing Brussels to narrow deepfake rules before AI labeling obligations begin.
Eurocommerce and major retailers including Amazon, H&M, Inditex and Ikea want practical AI-generated product ads exempted from EU deepfake labeling rules due from August 2.
The signal is not just the headline. It is how capital, regulation, infrastructure and user trust are being rearranged around AI.
Sources: Reuters, The Decoder, Cybernews, CocoLoop.