The EU's New AI Labelling Rules: What Every Organisation Needs To Know

When eagle-eyed shoppers spotted that product photographs on the website of US retailer J.Crew had been generated by AI, but with no label or disclosure, the backlash was swift. The images of the retailer's "Americana-prep aesthetic" looked polished enough to pass as real – for those not paying particular attention – but, for many, the bigger offence was the silence. 

In fairness to J.Crew, they are just one of many businesses which have faced the wrath of customers on AI. And a recent study, from December 2025, similarly found that, depending on the services in question, customers tend to avoid certain services advertised with AI-generated images, perceiving the companies as impersonal, less professional, lacking credibility and potentially misleading.