Lidl adds AI labels to promotional leaflet images

Supermarket chain Lidl has begun using AI-generated images in its promotional leaflets, with some food items now carrying an AI label, Yle reports.

In the latest leaflet, the label appears next to products including mini watermelons, butter croissants, and coffee packages. The company states it primarily uses AI to assist with image editing, such as color correction, cleaning up visuals, and adjusting backgrounds.

Jenni Sivunen, Lidl Finland’s marketing director, said the chain rarely uses fully AI-created images. “We always use real product photos as our starting point,” she said.

Lidl has issued internal guidelines for staff on identifying and labeling AI-generated images, emphasizing responsible use of the technology. Sivunen described AI as often more agile than traditional image-editing software.

The company has not disclosed any cost-saving targets related to the change. Sivunen added that Lidl has not received customer complaints about product dissatisfaction due to AI-altered images.

Lidl is preparing for the EU’s AI Act, which takes effect in August and requires labeling of images created or significantly modified with AI.