AI Transparency Policy

This AI Transparency Policy ("Policy") sets out how and when Purophi uses artificial intelligence in the visual content published on its website, as well as the labeling standards applied to ensure transparency for consumers.

 

OUR COMMITMENT TO TRANSPARENCY

Purophi is committed to transparency regarding the use of artificial intelligence in its visual communications. Artificial intelligence is used to create and edit a significant portion of the images published on purophi.com, including homepage and category banners, product page images, email marketing communications, and other website pages.

This Policy establishes the criteria used to label such images as "AI Generated" or "AI Modified", the rules governing each category, and Purophi's commitments to product accuracy, data protection, and regulatory compliance. It applies to all images published on the Purophi website and across its associated marketing channels.

This Policy is effective as of the date indicated above and is subject to periodic review to reflect developments in Purophi's tools, processes, and applicable regulatory obligations.

AI GENERATED IMAGES

We apply the "AI Generated" label when an image, or a substantial part of it, has been created using artificial intelligence. This category includes:

  • Images created entirely using AI;

  • Models or people generated entirely using AI;

  • Realistic scenes generated in their entirety;

  • Images in which the product, model, or setting is predominantly synthetic;

  • Creative reconstructions that could be mistaken for real photographs;

  • Images in which the product itself has been artificially generated or reconstructed.

When an image falls into this category:

  • We apply the AI Generated label;

  • We primarily use these images for campaigns, homepage content, editorial content, email marketing, and social media;

  • We always ensure that real photographs of the product remain available on product pages, regardless of the images used in other contexts;

  • We ensure that generated content does not suggest product features or characteristics that are inconsistent with reality.

AI MODIFIED IMAGES

We apply the "AI Modified" label when we start with a real photograph or asset and use AI to significantly modify its visual context or composition. This category includes:

  • A real product placed in an AI-generated environment;

  • Background replacement or generation;

  • Creation of props or set design elements;

  • Still-life compositions created or enhanced using AI;

  • Generation or significant modification of the surrounding environment;

  • A real product displayed on an AI-generated model;

  • Other significant AI-assisted compositional or post-production modifications.

The product shown must always remain faithful to the original in every respect. AI modifications never alter its shape, color, materials, texture, logo, packaging, proportions, distinctive details, or functional and commercially relevant characteristics.

When an image falls into this category:

  • We apply the AI Modified label;

  • We specify that the product shown is real;

  • We visually compare the image against the original asset before publication;

  • We verify that AI has not introduced any non-existent details or characteristics.

WHAT WE NEVER ALTER

Regardless of the production method used for any image on the Purophi website, the following principles always apply:

  • The product itself is always real and is never invented or generated by AI;

  • Formulas, ingredients, and percentages of natural-origin ingredients correspond exactly to the information provided on the product page and in the official documentation;

  • Product pages always include authentic, unmodified photographs of the real product to ensure an accurate representation before purchase;

  • AI is never used to suggest results, textures, or effects that the product cannot actually deliver.

Any discrepancies identified between an image and the real product can be reported as described in the "Questions and Reports" section below.

HUMAN OVERSIGHT AND DATA PROTECTION

Every image, whether AI Generated, AI Modified, or entirely photographic, is reviewed by our team before publication to confirm that it is correctly labeled and to ensure that the content accurately and responsibly reflects our brand.

We do not use customers' photographs or personal data to create or train the AI tools used to produce these images. Any AI-generated models, faces, or environments are synthetic and do not depict an identifiable real person.

Purophi is committed to ensuring that AI-generated images reflect genuine diversity in skin tones, ages, and appearances, in line with the principles guiding the brand's overall communications.

REGULATORY COMPLIANCE AND UPDATES

This Policy is designed to comply with the transparency obligations established by Regulation (EU) 2024/1689 on Artificial Intelligence (AI Act) concerning synthetic and manipulated content, as well as best practices recommended by consumer protection authorities.

We review and update this Policy as our tools, processes, and regulatory obligations evolve. The current version is always the one published on this page, as of the date indicated above.

QUESTIONS AND REPORTS

For questions regarding this Policy, to report an image that may have been incorrectly labeled, or to request further information about a specific product, please contact Purophi at supporto@purophi.com.