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SHEIN AI Content Transparency Policy

Effective Date: June 4, 2026

1. About This Policy

This AI Content Transparency Policy ("Policy") explains how SHEIN ("we") uses artificial intelligence ("AI") on the SHEIN platform, how we identify and label AI-generated and AI-assisted content on SHEIN's own-brand products or content enhanced through SHEIN's own services, and how we comply with applicable AI regulations. 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 Privacy & 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 features to create or enhance product photos and videos—for example, placing products on virtual models or generating contextual backgrounds.

· 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 part of our content moderation process, helping us review content uploaded by sellers and users to ensure compliance with our standards and guidelines, enhancing trust and safety.

· Recommendations and Search: AI may be part of our recommendation system, showing you products you are more likely to be interested in based on your settings.

We do not use AI to make automated decisions that have legal 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 falls into one of the following three categories:

· AI-Generated: Content primarily created by AI systems with little to no human creative input (e.g., AI-created product images, AI-written descriptions).

· AI-Assisted: Content primarily created by humans and enhanced, edited, translated, or polished using AI tools (e.g., AI-enhanced photos, AI-translated text).

· Human-Created: Content created entirely by humans, with no AI involvement.

3.2 Labeling

· AI-generated content will be marked with the "xxx AI-Generated" label.

· AI-assisted content will be marked with the "xxx AI-Assisted" label.

· Human-created content will not have a label.

3.3 Where You Will See Labels

Labels are displayed directly on or near the relevant content, including product images, descriptions, videos, and within chatbot interactions. Labels are persistent and cannot be turned off or hidden; you can click on a label to view detailed information about how AI was used.

4. AI Watermarks

In addition to visible labels, we use third-party providers' capabilities (such as Alibaba Cloud's Intelligent Media Management (IMM)) to embed invisible digital watermarks into AI-generated and AI-assisted images and videos. These watermarks are hidden markers (machine-readable identifiers) used to record content provenance and help us identify AI-generated content.

5. How We Govern Our Own Content

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

· Copyright and Training Data: We ensure that the content-generation AI models we use are developed and deployed in compliance with applicable copyright laws, the EU AI Act, and the requirements of the General-Purpose AI Code of Practice.

· Human Oversight: All AI-generated product images and descriptions are reviewed and approved by human editors before publication to ensure accurate representation of the physical product.

· Labels and Watermarks: AI-generated and AI-assisted content created by SHEIN for our products, or created through our tools, will be labeled visibly and watermarked before publication.

· Quality Assurance: We regularly check and verify the consistency between AI-generated images and the actual products in stock.

6. Prohibited AI Practices

The following practices are strictly prohibited on the SHEIN platform:

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

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

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

· AI systems that exploit the vulnerabilities of specific groups due to age, disability, or socioeconomic circumstances.

7. How We Comply with the Law

7.1 EU AI Act

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

We do not currently use any "high-risk" AI systems in our consumer-facing operations. However, if we adopt high-risk AI in other areas of our business (such as internal processes) in the future, we will follow the relevant safeguards, including human oversight and risk assessments.

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

· Article 5: 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: General-Purpose AI Model Obligations, including technical documentation and copyright compliance

7.2 Other Applicable Laws

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

· EU General Data Protection Regulation (GDPR), when AI systems process personal data of EU users, including requirements such as data minimization, the right to explanation of automated decisions, and data protection impact assessments.

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

· U.S. State AI Laws, including transparency and consumer protection requirements for AI systems in California and Colorado.

· China's Interim Measures for the Administration of Generative Artificial Intelligence Services and the Deep Synthesis Provisions, including content labeling, watermarking, and log retention.

8. Your Rights

You have the following AI-related rights on the SHEIN platform:

Right	How to Exercise
Transparency	All AI-generated and AI-assisted content will be labeled. Look for the "xxx" or "xxx" labels on content throughout the platform.
Human Assistance	You can request a human agent at any time during AI conversations.
Data Protection and Privacy	You may exercise your data subject rights under GDPR (such as the right to access, correct, or delete personal data) by visiting our SHEIN Privacy Center.
Recommendation Controls	You can toggle settings on the recommender systems and personalization settings page at any time to enable, disable, or adjust personalized recommendations.

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 via customer service chat or the following email: aicompliance@sheingroup.com

10. Changes to This Policy

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