UX DESIGN PROPOSAL

AI GENERATEDBADGE

EU AI Act Article 50(4) requires an AI generated label to be placed on imagery that has been created using AI since 2 August 2026.
Any imagery created using AI that could pass for a real photo must be visibly labelled at first exposure to the customer.
There is currently no UK equivalent, but ASA rules treat a missing label as misleading. Proposed solution covers UK and EU.

ARTICLE 50(4) EFFECTIVE FROM

02.08.26

NON-COMPLIANCE PENALTY

€15M OR 3% OF TURNOVER

CORE REQUIREMENT

AI GEN INDICATION
VISIBLE AT FIRST EXPOSURE

The label should show wherever a shopper first meets an AI image: home, search, PLP, PDP etc. (not complete list)
The label should be driven by an image level AI flag.

Only flagged images carry the strip.

HOME / RECCS

SEARCH

PLP

PDP

There are several reasons why live text rather than a rasterised layer baked into the image should be used where possible.

SCREEN READERS

The label needs to be announced by assistive tech. Alt text appends “AI generated image”.

TYPE SIZE AND CONTRAST

10px is smallest accessibility compliant text size with sufficient contrast. A rasterised image would scale this up/down.

LOCALISATION

One translatable string rather than a suite of image assets that would need maintaining/updating.

BADGE ADJUSTMENTS

Badges will need to move up slightly to accommodate the new strip banner.

The AI Generated label owns the bottom edge of the image at every size.
Badges (PLUS, Petite, Tall, Shape, New, As Seen On TV etc.) shift up by the AI generated label height. There should be no overlap.
Wishlist and quick add stay top right. Sponsored stays below the image unless on a PLP grid view where it appears as a badge. All other badges are not shown in the grid view.