Use of AI

At Urban Brands ApS we use artificial intelligence (AI) as a tool to enhance our product presentation. 

On this page, we explain how we apply AI and how we ensure transparency and accountability in line with the EU Artificial Intelligence Act (EU Regulation 2024/1689). 

AI in product images

We use AI tools to improve or generate product-related images, for example by removing backgrounds, enhancing visual consistency, or creating inspirational lifestyle images based on product data. 

All AI-generated images are manually reviewed and approved before being published. We do not use AI to misrepresent the appearance, function, or quality of any product.  

This aligns with the requirement for human oversight under Article 14 of the AI Act. 

AI in product descriptions

We use AI to assist in drafting product descriptions, typically based on technical data or product features.  

Every text is edited and verified by a human to ensure accuracy, relevance, and clarity.

This approach supports Article 14 of the AI Act, which requires informing users when they interact with AI-generated content unless it is “obvious”, as is the case in commercial writing on a verified webshop. 

Why we use AI

By incorporating AI, we are able to: 

  • ensure consistent product presentation
  • streamline routine content creation
  • focus more on customer service and quality improvements

We do not use AI to make automated decisions or recommendations that could significantly affect customers. Therefore, our use does not fall under the "high-risk" categories listed in Annex III of the AI Act.

We are not developers or distributors of AI systems ourselves. We use third-party generative tools as part of our internal creative workflows and always with full human editorial control before publication.

Questions or Feedback?

If you have any questions about how we use AI in our webshop, you’re welcome to contact us at info@urbanbrands.dk.

Legal References

You can read more about the AI Act (regulation 2024/1689) here:

https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai regulation

The regulation in its entirety can be found here:

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32024R1689