SHEIN AI Content Transparency Policy

Effective Date: August 4th，2026

Last Updated: August 4th，2026

1. About This Policy

This AI Content Transparency Policy ("Policy") describes how SHEIN ("we," "us," "our") interacts with artificial intelligence ("AI") on the SHEIN platform, how AI-generated and AI-assisted content is identified and labelled on SHEIN-owned brand products or content enhanced using SHEIN's own services, and how we comply with applicable AI legislation. This includes the EU Artificial Intelligence Act (Regulation (EU) 2024/1689) ("EU AI Act"), the EU Digital Services Act (Regulation (EU) 2022/2065) ("DSA"), the EU General Data Protection Regulation (Regulation (EU) 2016/679) ("GDPR"), and other relevant laws.

This Policy supplements our Terms & Conditions and Privacy and Cookie Policy.

2. How We Use AI

We use AI in the following ways to improve your shopping experience:

· Product images/visuals: We may use AI tools and their capabilities to create or enhance product photos and videos — for example, placing a product on a virtual model or generating a lifestyle background.

· Product descriptions: Our team may use AI to assist in writing, translating, or improving product descriptions to make them clearer and more useful.

· Content moderation: AI models may be utilised as part of our content moderation process and assist us in reviewing content uploaded by sellers and users to ensure it meets our standards and regulations, enhancing trust and safety.

· Recommendations and search: AI may be utilised as part of our recommender system to show you products you're more likely to be interested in based on your settings.

We DO NOT use AI to make automated decisions that produce legal effects or similarly significant effects on you without human oversight.

3. How We Classify and Label AI Content

3.1 Content Categories

All content on the SHEIN platform majorly falls into one of three categories:

· AI-Generated: Content generated or substantially generated by an AI system, including product images, text, descriptions, audio, video, deepfake content, and other synthetic content, such as a model’s facial features or movements. This includes content that is fully generated by AI with minimal human created elements or meaningful human editorial control beyond prompting.(e.g., AI-created product images, AI-model).

· AI-Modified: Content primarily created by a human but enhanced, edited, translated, or refined using AI tools, based on authentic source material where the main subject or product remains genuine and unaltered, including AI background replacement, and AI enhancement (adjusting existing colors or patterns without altering the fundamental design), as well as pre-existing human-made content partially modified with AI

· Human-Created: Content created entirely by humans without AI system involvement or with only basic editing tools whose AI functions merely support the artistic work, where a natural or legal person holds editorial responsibility for the publication of the content and is therefore not subject to the disclosure obligations under applicable laws.

3.2 Labelling

· AI-generated content is marked with a "AI-Generated" label.

· AI-Modified content is marked with an "AI-Modified" label.

· No label is applied to Human-Created content.

3.3 Where You'll See Labels

Labels are displayed directly on or adjacent to the relevant content, including on product images, descriptions, videos, and within chatbot interactions. Labels are persistent and cannot be dismissed or hidden, you may tap or click the label to view details of how AI was used.

4. AI Watermarking

In addition to visible labels, we and our seller who provided contents with AI involvement utilise a third-party vendor’s capability (e.g. Intelligent Media Management (IMM) from Alibaba Cloud) to embed invisible digital watermarks into AI-generated and AI-modified images and videos meeting the C2PA (Coalition for Content Provenance and Authenticity) standard for content provenance metadata. These watermarks are hidden markers (machine-readable identifiers) that record content provenance and assist our identification of AI-involved content.

5. How We Control Our Own Content and Regulate Our Sellers

5.1 For content produced by SHEIN using our AI tool, the following controls apply:

·Copyright and training data: We ensure that AI models used by us or provided by third party AI system vendors for content generation have been developed and deployed in compliance with applicable copyright laws and the requirements under the EU AI Act and the Code of Practice on GPAI Models.

·Human oversight: All AI-generated product images and descriptions are reviewed and approved by a human editor before publication to ensure they accurately represent the physical product.

·Labels and watermarks: AI-generated and AI- modified content created by SHEIN for our or our sellers' products, or content created through our AI tools, will receive visible labels and watermarks before publication. Content provided by our sellers will also include information confirming compliance with the transparency requirements, enabling us to assist in adding the visible label, and is subject to our moderation requirements

·Quality assurance: We regularly check and verify that AI-generated images match the actual products available in our inventory.

5.2 For content produced by third-party sellers on the SHEIN marketplace, sellers must meet the obligations below:

•Comply with applicable laws when producing content involving the use of AI systems.

•Accurately declare whether uploaded content is AI-generated, AI-modified, or human-created, and comply with other seller governance rules relating to the use of AI.

•Ensure that AI-generated product images accurately represent the actual product. Misleading AI imagery is prohibited.

•Not remove, alter, or obscure AI watermarks applied by SHEIN or by AI generation tools.

•Not publish AI-generated reviews presented as genuine customer reviews.

•Complete mandatory AI transparency training during onboarding and recertify periodically.

6. Prohibited AI Practices

The following are strictly prohibited on the SHEIN platform:

· Use of AI to create deepfake content depicting real individuals without their consent.

· AI-generated product imagery that intentionally misrepresents the actual product.

· AI systems designed to manipulate user behaviour through subliminal or exploitative techniques.

· AI systems that exploit the vulnerabilities of specific groups of persons due to their age, disability, or social or economic situation.

7. How We Comply with the Law

7.1 EU AI Act

Our customer-facing AI systems (such as product image generators) fall under the "limited risk" category of the EU AI Act. This means our primary obligation is transparency, which we fulfil through labelling, watermarking, and disclosure.

We do not currently use any "high-risk" AI systems in our customer-facing operations. However, should we adopt high-risk AI in other areas of our business in the future (e.g., internal processes), we will follow the required safeguards, including human oversight and risk assessments.

To ensure full compliance, we adhere to the following provisions of the EU AI Act:

· Article 5: Prohibition of banned AI practices

· Article 4: AI literacy obligations for staff and sellers

· Article 50: Transparency obligations, including disclosure of AI-generated content and AI interactions

· Articles 53–55: General-purpose AI model obligations, including technical documentation and copyright compliance

7.2 Other Applicable Laws

In addition to the EU AI Act, we comply with the following international regulations:

· EU General Data Protection Regulation (GDPR), where AI systems process personal data of EU users, including requirements for data minimisation, rights to explanation for automated decisions, and Data Protection Impact Assessments.

· EU Digital Services Act (DSA), regarding transparency obligations for content moderation and algorithmic recommendation systems.

· US state AI laws, including California and Colorado transparency and consumer protection requirements for AI systems.

· China's Interim Measures for the Management of Generative AI Services and Deep Synthesis Provisions, including content labelling, watermarking, and log retention

8. Your Rights

You have the following rights in connection with AI on the SHEIN platform:

Right	How to Exercise It
Transparency	All AI-generated and AI-assisted content is labelled. Look for the "xxx" or "xxx" labels on content across the platform.
Human assistance	You may request a human agent at any point during an AI chat.
AI image verification	For images that comply with the C2PA standard, you can verify the content using free AI watermark detection tools, such as those provided by Google, OpenAI, or similar services.
Data protection and privacy	You can exercise your data subject rights under the GDPR (such as the right to access, correct, or delete your personal data) by visiting our SHEIN Privacy Center.
Recommendation controls	You can turn personalised recommendations on or off, or adjust them at any time, by toggling the setting on the Recommender System and Personalised Settings page.

9. Contact Us

If you have questions, concerns, or complaints regarding AI on our platform, or would like to report noncompliant AI content, you may contact us via our Customer Service chat or by email :aicompliance@sheingroup.com

10. Changes to This Policy

We may update this Policy from time to time to reflect changes in our practices, technology, or applicable law. Material changes will be notified via the SHEIN platform. The "Last Updated" date at the top of this page indicates when this Policy was most recently revised. Continued use of the SHEIN platform after any changes constitutes acceptance of the updated Policy.