AI & Image Editing at FOX'S

Transparency is important to us

At FOX'S, we use modern digital and AI-powered tools to efficiently create, edit, and prepare our content for our customers in various markets.

Editorial and creative responsibility remains with FOX'S.

Where we use AI

AI-powered applications can support us in the following areas, among others:

Texts & Translations

We partially use AI to assist with the creation, revision, and translation of:

editorial texts
newsletters and marketing texts
translations into other languages

All content published on our website is reviewed, edited, and approved by us.

Images & Image Editing

AI can be used in the processing and optimization of visual material, for example, for:

light and exposure optimization
background editing
retouching
image quality and technical optimization
minor visual corrections
creative editing of marketing material

Such supportive edits do not deliberately alter the essential characteristics of the depicted product.

The EU Commission expressly clarifies that AI support for standard editing generally does not fall under the corresponding labeling obligation for synthetic content.

Our Product Representations

For product images, it is particularly important to us that the representation of the actual product remains as authentic as possible.

Colors, materials, cuts, and essential product features should not be misleadingly altered.

If a representation has been substantially generated or altered with AI and a label is required under applicable legal transparency regulations, we will label it accordingly.

At FOX'S, AI does not mean "automatically created"

AI is a tool for us, not a replacement for our editorial and creative work.

Our content is selected, reviewed, and taken responsibility for by people. For texts and translations, this means, in particular, that the published content is checked and, if necessary, adjusted by us before use.

For AI-generated or substantially AI-altered images, we also ensure a transparent and comprehensible representation.

Transparency & Responsibility

We continuously develop our use of AI and consider the applicable legal requirements, especially the transparency provisions of the EU AI Act.

For certain AI-generated or AI-manipulated content, special labeling obligations may apply, for example, for certain realistic artificial or altered representations ("deepfakes").

We therefore examine each use and label content where legally required.

Our Principle

AI supports us – responsibility remains with us.

We want to use modern technologies while ensuring that our customers can always understand how our content is created.