Zalando says AI-driven content must keep products accurately represented, with human checks in place
XLY•EU AI Act transparency approach
Zalando plans to apply EU AI Act transparency rules by use case, limiting visible labels to higher-risk content to avoid “label fatigue.”
Human checks and product accuracy
Haase said AI-generated content must keep product attributes accurate, warning models can invent details that could mislead shoppers.
The group is building a “product truth” engine to automatically compare AI assets with original imagery, flagging deviations for correction.
AI rollout to speed content production
Zalando management outlined a wider rollout of AI in content production to speed trend response to a few days, targeting under 24 hours.
Matthias Haase said AI will support more localized marketing assets to improve relevance across markets, aiming to lift engagement and conversion.
