John Lewis Partnership Supplier Portal John Lewis Partnership Supplier Portal

AI Imagery Guidance

To ensure we maintain authenticity and trust with our customers, we want to clarify our position on AI use in assets to our fashion suppliers.

For clarity

  • Human models must be real individuals and not altered in any way using AI.
  • All garments must be physically worn by the model.
  • Using AI to digitally overlay or generate swapping items onto a model is not permitted. 

Not accepted

  • Fashion assets featuring AI-generated or AI-altered models
  • Any AI-generated apparel or products, including cut-outs or model imagery

Accepted

  • AI-generated or AI-extended backgrounds and environments, provided:
    • human models and clothing remain unaltered
    • backgrounds are fully legally compliant

Requirements for all future and existing content

Future assets: Please ensure that any upcoming asset uploads are completely free of AI generated human models, AI altered models or AI generated apparel/products. This stance will remain in place for the foreseeable future.

You will be notified of any rejected assets via a daily email. This will highlight the reason for the rejection, and will be the supplier's responsibility to re-process the assets to the required John Lewis standards.

Existing assets: If you have previously supplied us with imagery that contains AI-generated human models, AI-altered models or AI-generated apparel please contact your buying contact immediately so we can review the assets and remove them from our website. Replacement imagery can be uploaded directly into Letsflo by following the necessary guide.

If you, as a supplier, do use AI imagery in your content and this guidance is likely to cause delays to providing suitable assets, please discuss this with your relevant Buyer.