AI transparency

AutoRetouch marks AI-generated content so it stays identifiable wherever you publish it, in line with the transparency direction set by regulations such as the EU AI Act. This page explains what we embed in your images, how to verify it, and what options you have.

Not legal advice

This page describes product features and practices. It is not legal advice and does not constitute a statement of compliance. Your disclosure obligations depend on your jurisdiction and the channels where you publish. Consult your legal counsel for guidance specific to your situation.

How AutoRetouch uses AI

AI Shoot generates on-model imagery. The output images are fully AI-generated: the model shown is a synthetic avatar, not a real person. AI Shoot outputs are marked as AI-generated.

Editing workflows (background removal, cropping, resizing, shadows) enhance your existing photographs without changing what they depict. These outputs remain edited photographs of real products, and are not marked with the AI-generated value used for AI Shoot. We are extending our provenance support with finer-grained IPTC values reflecting the type of editing applied (such as enhancement or composite values), aligned with emerging marketplace requirements.

Current capabilities

Machine-readable metadata

The EU AI Act introduces transparency obligations for AI-generated content from August 2026, including machine-readable marking. Every AI Shoot image carries embedded metadata identifying it as AI-generated, following the IPTC Digital Source Type standard. The XMP field Iptc4xmpExt:DigitalSourceType is set to:

https://cv.iptc.org/newscodes/digitalsourcetype/trainedAlgorithmicMedia

• The metadata is embedded in the image file and travels with it.
• It follows the standard recognized by Google Merchant Center and major platforms.
• It is preserved when AI Shoot images go through post-processing workflows.

Verify the metadata

You can check any delivered image with a standard metadata viewer such as exif.tools, or from a command line:

exiftool -XMP-iptcExt:DigitalSourceType your-image.jpg

The command returns the trainedAlgorithmicMedia URI for AI Shoot images.

Do not strip metadata

The embedded metadata is how AI-generated content stays identifiable across platforms. Standard publishing workflows preserve it. Avoid processes that deliberately remove it. Note that some CDNs and image optimizers strip metadata by default; check your delivery pipeline settings if you rely on the embedded tag downstream.

Visible AI watermark

The EU AI Act also expects AI-generated content to be disclosed to viewers where relevant; the visible watermark gives you a ready-made way to do this. AI Shoot can apply a visible watermark to the images it produces, marking them as AI-generated. The watermark is enabled by default and positioned in the top-right corner of the image.

• The watermark is added at download time, so your stored results are never altered.
• You can download your images without the watermark at any time. Whether and how to display AI disclosure on your channels is your decision as the publisher.

For step-by-step instructions, see Download with or without the AI watermark.

What’s next

We are adding more ways to mark and trace AI-generated and AI-edited content: invisible watermarking and C2PA Content Credentials. This page will be updated as new capabilities ship.

Questions

If you need help verifying markings on your images, contact support.