AI Images on Allegro from 2 August 2026

Information current as of: 16 July 2026 · approx. 8 min read

Allegro does not prohibit the use of artificial intelligence in product images. However, the way buyers are informed about images that have been generated or substantially modified using AI and may look like authentic photographs is changing.

From 2 August 2026, the transparency obligations under Article 50 of the EU AI Act will begin to apply. At the same time, Allegro is announcing a beta version of a tool that will allow sellers to declare the use of AI and add a visible watermark to an image. The key principle is straightforward: not every image enhanced with an AI tool automatically needs to be labelled, but responsibility for correctly assessing the material still rests with the seller.

Important: This article is for information purposes only and does not constitute legal advice. Both Allegro and the European Commission are still developing practical guidance, so it is worth checking the latest sources again before publishing or making bulk changes to listings. Tweetnij

# The essentials in 60 seconds

• AI remains permitted in listing images.
• According to Allegro, labelling may apply to content that meets the definition of a deepfake — content that appears authentic despite having been generated or substantially modified using AI.
• Allegro highlights three particularly important examples: a product image generated from scratch, a real product placed against an AI-generated background and a virtual model presenting a product.
• The seller is responsible for the images in a listing — even when they were supplied by a manufacturer, wholesaler, graphic designer or agency.
• Allegro’s tool is expected to be available by 2 August at the latest in the Product Catalogue, the listing form, file-based listing and the API.
• As of 16 July 2026, the API changes are already partly visible in the data structures, but they are not yet fully functional.

# What exactly changes on 2 August 2026?

The AI Act entered into force on 1 August 2024. From 2 August 2026, transparency obligations concerning certain AI-generated or manipulated content will begin to apply, among other provisions. The European Commission explains that this includes the visible disclosure of deepfakes — images, audio recordings or videos that resemble real people, objects, places or events and may be perceived as authentic.

Allegro is translating these rules into its listing process. According to its current FAQ, sellers will be able to declare the use of AI when adding an image. If they select this option, the platform will automatically apply a visible “AI” watermark and display a preview beforehand.

The label is expected to be supported when images are added:

• to the Allegro Product Catalogue,
• through the listing form,
• via a file,
• via the REST API.

In a technical announcement dated 13 July, Allegro stated that the aiCoCreatedContent.images structure is already present in API requests and responses, but is temporarily not supported and currently returns an empty array in responses. This is an important detail: as of today, the accurate wording is that Allegro has announced the feature, not that it is already fully operational.

# Which images may require labelling?

Allegro lists three scenarios that every seller should review first.

# 1. A product image generated from scratch

One example could be a photorealistic visualisation of a product that will only be made to order. The image looks like a photograph of an existing item, even though it was in fact generated entirely by AI.

# 2. A real product against an AI-generated background

The product itself may come from an authentic photograph, while AI creates a beach, living room, workshop or another realistic setting around it. Allegro explicitly identifies this scenario. That does not mean every automated background change will always determine the outcome of the assessment, but it should certainly not be treated as neutral retouching without further review.

# 3. A virtual model

If clothing, jewellery or accessories are presented by a generated person, a buyer may interpret the scene as a real photo shoot. This is another example officially cited by Allegro.

# Does every AI-assisted edit require labelling?

No. Allegro notes that the obligation does not automatically apply to every image that has been “slightly enhanced” using AI. The key question is whether the material qualifies as a deepfake and may give the impression of being an authentic photograph even though it was generated or substantially altered.

At the same time, Allegro has not published an exhaustive list of operations that are always safe. Businesses should therefore not promise that upscaling, denoising, colour correction, blemish removal or background removal can never require labelling. What matters is the final result and the nature of the specific alteration.

In practice, it is worth asking four questions:

1. Was the starting point a genuine photograph of the actual product being sold?
2. Did AI create or replace a material element of the image — the product, a person, the surroundings or the context of use?
3. Could an average buyer regard the entire scene as having been photographed in real life?
4. Does the image show something that was not present during the actual photo shoot?

If the answers to questions 2–4 are “yes”, the material requires particularly careful classification. This is a practical operational filter, not an official legal test.

# How is image labelling expected to work on Allegro?

A declaration that an image was generated or substantially modified using AI can only be submitted when the file is added for the first time. Once saved, it cannot be changed for that image. If the file is already in Allegro’s database, the system will retain its original declaration.

Failing to make a selection will not cause a watermark to be applied automatically. Both the Polish FAQ and the technical API announcement indicate that no label will be applied by default. This does not, however, release the seller from responsibility for assessing the material correctly.

Allegro encourages sellers to use the platform’s own label. If, in a particular case, the system label does not satisfy the applicable legal obligations, the platform allows a seller to place their own AI-use label directly on the image. This does not amount to permission for other watermarks, logos or marketing copy — Allegro’s standard rules for thumbnails and listing images continue to apply.

# What about images supplied by a manufacturer, wholesaler or agency?

The source of the file does not transfer responsibility for the listing to the supplier. Allegro expressly recommends that sellers ask manufacturers or wholesalers whether the materials provided were generated or modified using AI.

The simplest process is to obtain a short written declaration for each batch of materials:

• photograph without generative alterations,
• photograph after technical correction,
• photograph containing AI-generated elements,
• fully generated image,
• preparation method unknown.

The final response should trigger additional verification, not automatic approval of the image for publication.

# Seller checklist before 2 August

1. Map your image sources. Separate your own photo shoots, supplier files, agency materials and images created with AI tools.
2. Ask partners to confirm provenance. Do not base the process on verbal assurances.
3. Establish a simple classification. Four statuses are sufficient: photograph, technical correction, substantial AI modification and fully AI-generated.
4. Assign responsibility for the declaration. The decision should not depend on whichever operator happens to upload the file.
5. Archive the source and edit history. Keep the original, the final file, the tool name and a short description of the changes.
6. Check your integrations. If you list via the API or an external system, verify support for the new fields once they become fully operational.
7. Do not postpone the decision until upload. Once the declaration has been saved for the first time, it will not be freely editable.
8. Check the sources again before publication. The beta feature and guidance may be clarified further before 2 August.

# Common mistakes

• labelling every image solely because the software included an AI feature,
• labelling no images because “the product in the middle is real”,
• assuming Allegro will automatically detect and label every piece of content,
• accepting images from wholesalers without information about how they were created,
• trying to change the declaration only after the file has been saved,
• adding a custom marketing watermark while disregarding the thumbnail rules,
• using the maximum penalties under the AI Act as clickbait without explaining the context.

# AI can still support sales — it simply needs a sound process

The new rules do not rule out the use of AI in e-commerce. They do, however, require image generation to stop being an anonymous stage in a graphic designer’s workflow and become a controlled process — with a clear file source, classification, the correct declaration and an archive of changes.

If your image library combines your own photography, manufacturer materials and photorealistic AI arrangements, start by organising the workflow. As part of its comprehensive Allegro account management service, FAEO helps businesses create and optimise listings and improve their content-production process. For legal interpretations, it is also worth consulting a lawyer who specialises in the AI Act.

CTA: Book a free Allegro account review and find out which parts of your listing workflow should be put in order before 2 August.

# Sources

• Allegro FAQ: labelling images generated or modified using AI
• Allegro Developer Portal: API changes dated 13 July 2026
• Allegro image rules
• European Commission: Code of Practice on the transparency of AI-generated content
• European Commission: Q&A on applying the Code of Practice and the absence of a retroactive obligation
• AI Act — Regulation (EU) 2024/1689