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SHEIN AI Content Transparency Policy

Effective Date: June 4, 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 in SHEIN's own-brand products or content enhanced through SHEIN's own services is identified and labeled, 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 and Conditions and the Privacy and Cookie Policy.

2. How We Use AI

We use AI in the following ways to enhance 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 help write, translate, or improve product descriptions to make them clearer and more useful.

· Content moderation: AI models may be used as part of our content moderation process and help us review content uploaded by sellers and users to ensure it meets our standards and regulations, improving trust and safety.

· Recommendations and search: AI may be used as part of our recommendation system to show you products you are most 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 is classified into one of three categories:

· AI-Generated: Content substantially created by an AI system with minimal or no human creative input (e.g., AI-created product images, AI-written descriptions).

· AI-Assisted: Content primarily created by a human, with AI tools used to enhance, edit, translate, or refine (e.g., AI-enhanced photographs, AI-translated text).

· Human-Created: Content created entirely by humans without AI involvement.

3.2 Labeling

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

· AI-assisted content is marked with an "xxx AI-Assisted" label .

· No label is applied to human-created content.

3.3 Where You Will See the Labels

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

4. AI Watermarking

In addition to visible labels, we use the capability of a third-party provider (e.g., Alibaba Cloud's Intelligent Media Management (IMM)) to embed invisible digital watermarks in AI-generated and AI-assisted images and videos. These watermarks are hidden markers (machine-readable identifiers) that record the provenance of the content and help our identification of AI-generated content.

5. How We Control Our Own Content

For products sold directly by SHEIN, the following controls apply:

· Copyright and training data: We ensure that the AI models used by us 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 General-Purpose AI 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-assisted content created by SHEIN for our products, or content created through our tool, will receive visible labels and watermarks before publication.

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

6. Prohibited AI Practices

The following are strictly prohibited on the SHEIN platform:

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

· AI-generated product images that intentionally misrepresent the actual product.

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

· AI systems that exploit the vulnerabilities of specific groups of people 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 within the "limited risk" category of the EU AI Act. This means our main obligation is transparency, which we fulfill through labeling, watermarking, and disclosure.

We currently do not use any "high-risk" AI systems in our customer-facing operations. However, if 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 prohibited 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: Obligations of general-purpose AI models, 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 on data minimization, rights to explanation of 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 Administration of Generative AI Services and Deep Synthesis Provisions, including content labeling, watermarking, and record retention

8. Your Rights

You have the following rights regarding AI on the SHEIN platform:

Right	How to Exercise It
Transparency	All AI-generated and AI-assisted content is labeled. Look for the "xxx" or "xxx" tags on content across the platform.
Human Assistance	You can request a human agent at any time during an AI chat.
Data Protection and Privacy	You can exercise your rights as a data subject 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 personalized recommendations on or off, or adjust them at any time, using the toggle on the Recommendation System and Personalized Settings page.

9. Contact Us

If you have questions, concerns, or complaints about AI on our platform, or wish to report non-compliant AI content, you can contact us through our Customer Service chat or by email: [email protected]

10. Changes to This Policy

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