Etsy, the world's largest online marketplace for handicrafts, has taken steps to safeguard its 6 million artisan-entrepreneurs by implementing new regulations against AI-generated content. The move aims to maintain trust between buyers and sellers, who rely on each other's authenticity and craftsmanship. According to Etsy's Vice President of Customer Operations, James Ossman, the marketplace only functions when buyers and sellers trust one another. To achieve this, Etsy has introduced policies requiring sellers to provide at least one unaltered, authentic photo of their products, which must not be generated or modified by AI tools. Additional photos may be treated or generated with AI, but they must accurately represent the product being sold. This ensures that buyers understand the human involvement behind each item. The new regulations also prohibit bot-generated listings and require sellers of instructional materials, such as recipes or craft patterns, to create their own work and provide an example of an actual result made using these guides. This move aims to prevent the misuse of AI and maintain the integrity of the marketplace. By taking these steps, Etsy is prioritizing the human touch that sets its sellers apart, such as the care in a handmade mug or the skill in a custom graphic design. The company acknowledges that this work is ongoing and that they don't have all the answers, but believes these initial steps are a positive direction.