AI Act and AI-generated Digital Assets: what changes for you and what THRON does
Starting from December 2, 2026, Digital Assets generated or modified with artificial intelligence must transparently disclose their origin: inside the file, always, and to the public, when they plausibly depict people, places, or scenes that do not exist. This is what the AI Act, the European regulation on artificial intelligence, requires. In this article, you will find how it works, where it is shown, and what remains your responsibility.
In summary
The deadline is December 2, 2026 and concerns transparency: no certification required, no retroactive obligations.
Marking and preserving AI origin are automatic: it doesn't change the way you work.
We do not alter the experience of your channels: on the B2B Area and the THRON Player you get a ready-to-display label; for all other channels you decide where and how to display it, and we provide you with the data.
THRON carries the origin declared by external tools without making it up: that's why it is reliable. Ask the providers of your tools to mark files according to open standards.
All of this lives in THRON X.
AI Act: what it asks for and by when
The AI Act is the European regulation governing the use of artificial intelligence. It classifies systems by risk level and assigns different obligations depending on the category.
A platform like THRON, which manages and distributes content, does not fall under high-risk systems. The obligations that apply to you concern transparency: letting people know when content has been generated or modified with AI. You do not need to certify anything, and you do not need to change how you work.
Date |
What it entails |
|---|---|
August 2, 2026 |
Anyone interacting with a conversational assistant must know that they are speaking with an artificial intelligence. |
December 2, 2026 |
Content generated or modified with AI must carry a machine-readable indicator. If it plausibly depicts people, places, or scenes that do not exist, a publicly visible indicator is also required. |
Content generated before these deadlines does not need to be retroactively relabeled: the obligation applies from December 2 onward.
AI origin: information inside the file
AI origin travels inside the file as metadata: information that systems read and that viewers looking at the image do not see.
Uses an international standard (IPTC), the same one read by CMSs, ecommerce platforms, and search engines.
It is not a watermark: the image remains identical.
Accompanies the asset throughout its entire lifecycle, even when converted into a different format for distribution, right down to the final file delivered to the public.
Also applies to pre-marked assets you upload from tools outside of THRON.
You don't need to enable anything: detection and preservation of origin are automatic.
AI-modified and AI-generated: the two levels
There are only two indicators, and they describe the asset's origin without passing any judgment on its quality.
Indicator |
When it appears |
Examples with Ambra AI |
|---|---|---|
AI-modified |
The asset starts from a real file upon which artificial intelligence intervened, for example by replacing a background or removing an object. |
Ritocco, Ghost Mannequin, Variants Generator |
AI-generated |
The asset plausibly depicts people, places, or scenes that do not exist in reality. This is the level for which a publicly visible indicator may also be required. |
Model Swap, Human Touch, Scene Builder, Material World |
Cropping, resizing, and lighting adjustments neither add nor remove the origin: the indicator applied upstream remains throughout the entire life of the asset.
AI origin: where it is seen
The features described in this section will be available in THRON X starting December 2, 2026.
In platform
In the asset details, you will find the AI origin, with the corresponding level.
On THRON channels
On the B2B Area and on the THRON Player, the label will come ready-made, and you will be the one to activate it. You embed the Player into your channels, whether a website, a CMS, or an ecommerce store: the label reaches the public wherever you use it, without having to rebuild it channel by channel.
On your channels
The experience of your channels remains under your control and we do not alter it. We will deliver the information in a format your systems can read: you decide where and how to display it.
Who does what: THRON and you
Activity |
Handled by THRON |
Handled by you |
|---|---|---|
Marking assets generated or modified with Ambra AI |
Yes, automatically |
No action |
Maintaining the marking throughout the asset lifecycle |
Yes, automatically |
Ensure that external tools outside THRON handle marking in a standard and compatible way |
Disclosing AI in the conversational assistant |
Yes |
No action |
Displaying the origin to your audience |
On THRON channels provides the ready-to-display label; for other channels delivers the data |
Decide where and how to display it. For AI-generated assets, the public disclosure is yours |
For assets that plausibly depict people, places, or scenes that do not exist, information inside the file is not enough: something visible while looking at the content is required. We do everything that can be done on your behalf: we apply origin information, preserve it throughout the asset's lifecycle, and on THRON channels, deliver it as a ready-to-display label.
On your channels, however, we do not intervene: the experience you offer to your audience remains yours. That's why we provide you with the information in a format your systems can read, so you can bring it wherever needed without redoing the work manually.
AI origin: things to know
Text generated with Ambra AI does not make the image AI
The indicator describes the origin of the file, not of the information accompanying it. If you generate a description or translation of a product or asset with Ambra AI, that product or asset does not thereby become AI-generated content: a photo taken by a photographer remains a photo taken by a photographer.
Origin is declared by the file, not guessed
THRON relies on verified data: it reads or writes the information present in the file, and does not analyze the image to determine how it was produced. It is a guarantee of reliability: no false positives and no made-up labels.
For the same reason, the absence of an indicator does not certify that an asset is authentic: a file coming from a tool that did not mark it remains without an indicator.
THRON X: compliance is already built into the experience
Everything you read in this article lives in THRON X, which is the experience on which the platform continues to evolve. Moving to THRON X means finding AI Act compliance already integrated into your workflow, without dedicated projects to launch or internal procedures to build.
If you currently work on THRON 7 and want to manage assets generated with Ambra AI or third-party AI tools, you have a concrete reason to move to THRON X: contact us and we can assess the path forward for your platform together.
What is being introduced to the platform
In addition to the indicator in the platform and on THRON channels, we are working to make the origin of your assets usable within your processes.
Assets generated with external tools: THRON will also read and display origin indicators already present in files you upload, even when they were not produced with Ambra AI.
Notice on operations involving people or places: when an edit with Ambra AI involves people or places, you will receive an informative notice during processing.
Verification reminder: below the fields where you write prompts for Ambra AI, a reminder will prompt you to always check generated results.
External Share: origin information will travel alongside content to external recipients.
Information usable by your systems: asset origin will be available as structured data, allowing you to build your own control and gating rules for publication channels.
Control over export to Shopify: you can choose whether to include or exclude AI-generated assets from export, and an automated check will prevent the publication of those you excluded. Later on, you will manage this selection directly from Automation Studio.
B2B Area: you can also choose to show the label on product detail pages and asset listings where the Player is not present.
What you can do starting today
Ask the providers of the tools you use to generate or modify assets outside THRON to mark files in a standard way: THRON preserves and carries origin information, but cannot add it to a file that arrives without it.
Verify an asset's origin before using it in public or commercial communications.
Do not remove indicators of artificial origin when redistributing an asset to third parties.
Pay attention when an asset leaves the platform via download or screenshot: in that case, the label displayed on screen does not travel with the file, and how you disclose its origin becomes your responsibility.
Always verify results produced by Ambra AI before publishing them.
## Additional articles
- Ambra AI: limitations, verifying results and human oversight
Need help?
For technical issues, contact support@thron.com.