Amazon's AI-people tag: which images are exempt

Amazon's announcement requires the keyword contains-synthetic-performer on listing and A+ images or videos that contain photorealistic AI-generated people, in all worldwide stores. Real people (even if AI-altered), movie or TV characters, expressive art, images without people and non-photorealistic people are not required to carry it. This post sorts a library into tag and no-tag.

Tag or no tag

How the tag works

The keyword goes in the dc:subject (XMP) metadata field, added with an IPTC-compatible metadata editor. Amazon says it will "add an indicator to inform customers that the image includes AI-generated people, where applicable". The Sume docs do not describe writing that keyword, so with a Sume file you add it yourself after you download the image.

Sorting a Sume library

Image API outputs depend on your prompt. A prompt that asks for a photoreal model or customer is in the first row. A product-only render, a flat-lay or a packshot with no people is in the fourth. An illustration or a stylized mascot is in the fifth.

Face swap (Beta) applies a ready avatar face to a source video. The forum thread gives no ruling on a real person's footage with a swapped face, so treat that as an open question. The sound approach is to ask Amazon rather than guess.

A library audit

Export a list of every image and video in your listings and A+ content. Mark each as person or no person, then real or generated, then photorealistic or not. Only the generated, photorealistic, person rows get the keyword. Keep the list with the source file, so a later question is answered from the sheet.

Because the thread shows no deadline and unanswered questions about retroactivity, do the audit on new uploads first and decide on older media after Amazon answers.

Open questions on the thread

The page shows unanswered seller questions about whether the rule covers Brand Story, Stores and ad videos, whether it is retroactive, and how Amazon verifies it. It states no deadline. Do not tell a client that any of those is settled.

• Tag any photorealistic AI person in listing or A+ media.
• Leave illustrations, products and real people alone.
• Re-check the thread for answers before you rely on a scope guess.