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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") interacts with artificial intelligence ("AI") on the SHEIN platform, how AI-generated and AI-assisted content is identified and labeled on SHEIN-branded products or content enhanced by SHEIN's proprietary services, and how we comply with applicable AI laws. 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 generate or enhance product photos and videos — for example, placing a product on a virtual model or creating lifestyle 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 used as part of the content moderation process and assist us in reviewing content uploaded by sellers and users to ensure alignment with our standards and regulations, enhancing trust and safety.

· Recommendations and search: AI may be used as part of the recommendation system to display products you are 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 impacts 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 three categories:

· AI-generated: Content created primarily by AI systems with minimal or no human creativity (e.g., AI-generated product images, AI-written descriptions).

· AI-assisted: Content primarily created by humans, with AI tools used to enhance, edit, translate, or refine it (e.g., AI-enhanced photos, AI-translated text).

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

3.2 Labeling

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

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

· No label is applied to Human-created content.

3.3 Where You Will See Labels

Labels are displayed directly on or next to the relevant content, including on product images, descriptions, videos, and in interactions with chatbots. Labels are permanent and cannot be dismissed or hidden; you can tap or click on a label to see details about how AI was used.

4. AI Watermarking

In addition to visible labels, we have used third-party provider capabilities (e.g., 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 marks (machine-readable identifiers) that record the content's origin and assist us in identifying 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 we use to generate content have been developed and deployed in compliance with applicable copyright laws and the requirements under the EU AI Act and the GPAI Model Code of Practice.

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

· Labels and watermarks: AI-generated and AI-assisted content created by SHEIN for our products, or content generated through our tools, will receive visible labels and watermarks before publication.

· Quality assurance: We regularly test and verify 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:

· Using AI to create deepfake content depicting real individuals 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 status.

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 fulfill through labeling, watermarking, and disclosure.

We currently do not use any "high-risk" AI systems in our customer-facing operations. However, if in the future we adopt high-risk AI in other business areas (e.g., internal processes), we will follow the necessary 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 for 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), when AI systems process personal data of EU users, including requirements on data minimization, the right to explanation for automated decisions, and Data Protection Impact Assessments.

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

· US 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 AI Services and Deep Synthesis Regulations, including content labeling, watermarking, and log retention

8. Your Rights

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

Right	How to Exercise
Transparency	All AI-generated and AI-assisted content is labeled. Look for "xxx" or "xxx" labels on content across the platform.
Human Support	You can request a human agent at any point during an AI conversation.
Data Protection and Privacy	You can exercise your data subject rights under GDPR (such as the right to access, rectify, or delete your personal data) by visiting our SHEIN Privacy Center .
Recommendation Controls	You can enable or disable personalized recommendations, or adjust them at any time, by toggling the settings on the Recommendation System and Personalization Settings page.

9. Contact Us

If you have any questions, concerns, or complaints regarding AI on our platform, or would like to report non-compliant AI content, you can contact us via 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 operations, technology, or applicable laws. Significant changes will be notified through 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.