Amazon will flag AI-generated people to shoppers: what to plan

Yes: Amazon says it will "add an indicator to inform customers that the image includes AI-generated people, where applicable." The announcement covers photorealistic AI-generated people in listing and A+ images and videos, in all worldwide stores. The page does not show what the indicator looks like or where it sits, so nobody can say yet what a shopper will see. Plan the creative so that either outcome is acceptable.

What the announcement states

The source is a seller forum thread, not a help page. It has no deadline, and sellers in the thread asked questions that were still unanswered when read.

What this means for an AI avatar spokesperson

Sume's avatar video route makes a script-driven talking video from a ready avatar, 4-60 seconds, in 1:1, 3:4, 9:16, 4:3 or 16:9 (default 9:16). If the avatar reads as a photorealistic person and the clip goes in a listing or A+ module, it is the case Amazon describes. The tag is on you: the Sume docs do not say Sume embeds any IPTC or XMP keyword.

Whether an avatar built from a real person counts as a "real person" under the exempt list is not answered on the page. Do not guess; ask Amazon through Seller Central before you rely on the exemption.

Planning moves

• Decide per asset whether the person is photorealistic. Stylized or non-photorealistic people are listed as not requiring the tag.
• Keep a column in your asset sheet for the tag status and the date you tagged the file.
• Where a human face adds nothing, a product-only shot carries no AI-people question at all, since images without people are exempt.
• Do not promise a client what the shopper-facing indicator looks like. The page does not say.
• Re-read the thread before each launch; the unanswered questions may get replies.