趋势解读：The EU doesn't really know what a deepfake，解读最新 AI 进展

European trade association Eurocommerce is pushing to exempt AI-generated advertising from the EU AI Act's transparency requirements. In a letter to EU tech commissioner Henna Virkkunen, which Reuters obtained, the association - whose members include Amazon, H&M, Inditex, and Ikea - is calling for an exemption for ad images that aren't meant to deceive. The EU law takes effect on August 2 and requires clear labeling of AI-generated or AI-altered content that qualifies as a "deepfake" . Director General Christel Delberghe argues that an AI-generated living room image used to showcase a sofa shouldn't fall under this definition. Requiring labels on that kind of content would affect a massive share of advertising and water down the transparency rule's value for consumers. The EU Commission hasn't responded to the demand yet. Ad Zalando says 90 percent of the marketing content on its platform is now AI-generated. "Generative AI […] allowed us to move from a 'planning' mindset to a 'reacting' one, cutting those weeks of work down to just a few days — and our target this year is under 24 hours from spotting a trend to going live," says Matthias Haase, VP of Content Solutions at Zalanda. H&M and Zara use AI-generated clones of models . Ad DEC_D_Incontent-1 The EU's use of the term "deepfake" here is questionable at best. The word has its roots in non-consensual pornography and is mostly associated with fraud or other criminal activity . The fact that an AI-generated product image of a sofa falls under the same definition shows just how blurry the current rules really are. Subscribe to THE DECODER for ad-free reading, a weekly AI newsletter, our exclusive "AI Radar" frontier report six times a year, full archive access, and access to our comment section.