AI-generated content on TikTok Shop is allowed when it follows TikTok’s Community Guidelines and the TikTok Shop Content Policy, and Shopee Video has similar rules. On both, realistic AI images, video and audio need an AI label, and nothing AI-made may misrepresent the product, fake results or invent stories. Brands Win, a Singapore-based agency, explains what to label, what to avoid and how to handle AI videos made by others.

Checked against TikTok Shop Singapore and Shopee SG seller guidance, 12 October 2026.

Why AI-generated content on TikTok Shop and Shopee is under scrutiny in Singapore

CNA reported on 25 August 2026 that Singapore sellers on Shopee and TikTok called out AI-generated videos showing their products with the wrong size or colour.

The Advertising Standards Authority of Singapore (ASAS) said in its 23 March 2026 media release that AI in advertising is “not inherently objectionable”; misleading content is the problem.

Beauty claims and affiliate collaboration types are covered in our guide to selling beauty products on TikTok Shop.

TikTok Shop’s three rules for AI-generated content

TikTok Shop Singapore’s AI-Generated Content (AIGC) article (dated 26 August 2026) sets out three rules:

1. “Don’t misrepresent the product.” “AI-generated product visuals must match the real product and listing details (e.g., colour, size, material, features, design, shape and weight). Do not add features that don’t exist.”
2. “Don’t fake results” “Do not use AI, filters, or editing tools to create ‘after’ effects (e.g., skin smoothing, hair regrowth) on real people or AI avatars.”
3. “Don’t fake stories to push sales” “Do not use AI characters or AI scenes to invent sad stories or fake crisis events (e.g., floods, conflicts) to pressure viewers into buying.”

The TikTok Shop Content Policy (dated 22 September 2026) says AIGC “is only permitted on TikTok Shop when it complies with the TikTok Community Guidelines and this TikTok Shop Content Policy” and that creators “must use the AIGC label”. TikTok Support (undated) requires a label on realistic AI images, audio and video. TikTok may auto-label content made with TikTok AI effects or carrying C2PA Content Credentials, and that label cannot be removed.

Listing images made with AI

TikTok Shop Singapore’s False Display of Information and AIGC Guidelines (dated 24 September 2026) say AI images must accurately represent the actual product, “including its SKU, material, quantity, features, functions, effects, endorsements, and delivery condition”. Review each image before publishing; see the [SG] AIGC Playbook.

What creators should know

TikTok Shop’s Latest Policy Updates page (dated 1 October 2026) lists these recent entries:

• A guide on misleading AI claims for non-health products, from 17 September: “Match every product claim in your content to the Product Detail Page (PDP).”
• Appeal evidence for unoriginal AI-generated videos, effective 17 September: source files or metadata, reference images and prompt timestamps.
• Commission delays (August 2026): creators who post misleading content “may have their affiliate commission payments delayed”.

Shopee’s rules for AI in Shopee Video and Shopee Live

Shopee SG’s Guidelines for Using AI on Shopee Video (dated 11 May 2026) say content must be disclosed when it is fully AI-generated or significantly modified using AI, such as changing a person’s speech, actions or appearance. Turn on the “AI-generated” label at upload; Shopee may auto-label, and that label cannot be removed.

Shopee’s guidelines say: “Sellers who fail to disclose AI-generated content by enabling the AI-generated Inform toggle will receive 3 penalty points and the video will be removed.” The same page says unlabelled AI-generated content “will not be eligible for both Shopee and AMS commissions”.

Banned even with a label: unauthorised intellectual property or likenesses, realistic AI depictions of under-18s, unapproved public figures or lookalikes, false product claims, AI-fabricated reviews, low-quality or repetitive content, and the same AI host across multiple accounts.

AI hosts on Shopee Live

Shopee SG’s Using AI in Shopee Live (dated 28 November 2025) says AI livestreams are “available to selected sellers only”, and sellers must apply and be approved first. AI hosts need visible AI labels or watermarks, and pre-recorded videos, including AI-generated recordings, cannot be used as livestream content.

Shopee Video AI Tools (dated 15 October 2025) says AI Product Photo in Seller Centre is “only available for selected sellers”.

Does an AI label make your content compliant in Singapore?

No. A label is a platform requirement; it does not make a false or misleading claim acceptable.

ASAS’s 23 March 2026 release says “False and misleading advertisement content is unacceptable, regardless of the tools used or the disclosures added”, and that “indiscriminate and vague disclosures of AI usage are not useful”. It recommends a risk-based approach and offers a copy advice service.

In one example, a telemedicine ad’s AI-generated first-person “testimonial” was taken for a real person’s experience, and the advertiser stopped the ad. Don’t present AI people as real customers.

A creator’s paid or gifted post still needs its own disclosure; see our guide on how to brief influencers, including ASAS disclosure.

This is not legal advice.

A pre-11.11 checklist for AI images, videos and hosts

From the platform rules:

1. Map your AI use: listing images, videos, voice-overs, try-on and live hosts.
2. Check every AI visual against the listing and the real product: size, colour, quantity and what’s in the box.
3. Leave out AI “after” results, AI customers giving testimonials and invented stories.
4. Turn on the AI label wherever content is realistic or significantly AI-edited.
5. Get the rights for any person, voice, logo or likeness in the content.
6. Give creators a one-page AI brief: what must be labelled, what’s banned, and that claims must match the listing. Our influencer and KOL marketing team works this way.
7. Keep source files, reference images and prompts for AI content you publish. TikTok’s appeal rules ask for them.

What to do when someone else posts a misleading AI video of your product

• Report it. Anyone can report a Shopee Video and choose AI-generated content as the reason (Guidelines for Using AI on Shopee Video). TikTok content can be reported in the app or on the web, according to TikTok Shop’s statement to CNA.
• Manage your affiliates. According to TikTok Shop’s statement to CNA on 25 August 2026, sellers on an open collaboration plan can remove individual creators, and a targeted plan gives more control over who promotes their products.
• Keep records and accurate listings. CNA reported that some sellers were unsure whether reported videos had been taken down, so save links and dates, and keep your own images and size charts current.

Hypothetical example: a homeware brand finds an affiliate’s AI video showing a storage box far larger than it is. It reports the video, removes the creator and adds size images to the listing.

A 90-day way to get AI content right across your shops

Our Growth System 90 programme covers paid media on Meta, TikTok and Google, marketplace channels such as Shopee and TikTok Shop, influencer marketing and creative and content over 90 days (Discover, Launch, Optimise, Review), against one performance target. For AI content, Discover audits where AI is used, Launch adds a creator AI brief and image approvals, Optimise checks flagged videos weekly through 12.12, and Review drops what draws complaints.

You own your TikTok Shop, Shopee and ad accounts and pay the platforms directly; our TikTok Shop management and Shopee management work inside them.

FAQs about AI-generated content on TikTok Shop and Shopee