Effective date: August 13, 2026
Last revised: August 13, 2026

WPBay allows responsible use of artificial intelligence in the development, operation, demonstration, and delivery of WordPress products and services.

Sellers may use AI tools to assist with programming, documentation, translation, design, testing, support, and other development activities. Products that provide AI-powered functionality are also permitted.

Using AI does not reduce a seller’s legal, technical, security, or quality responsibilities. The seller remains responsible for everything submitted to WPBay and supplied to customers, regardless of whether it was created by a person, generated by an AI system, or produced through a combination of both.

Scope of this policy

This policy applies to source code, downloadable files, generated content, documentation, product descriptions, screenshots, featured images, demonstrations, imported demo content, support responses, service deliverables, and AI functionality included in products sold through WPBay.

For this policy, AI-generated content means code, text, images, audio, video, or other material substantially generated by an artificial intelligence system.

AI-assisted content means material created by a person with assistance from an AI tool and subsequently selected, reviewed, edited, tested, or integrated by that person.

An AI-powered product is a plugin, theme, service, or other product that uses an AI model or external AI provider as part of its customer-facing functionality.

The core rule

AI may assist with the work, but responsibility cannot be delegated to AI.

A seller cannot defend an infringement, vulnerability, privacy violation, misleading claim, broken feature, or unsafe result by stating that an AI tool produced it.

All products must comply with the Seller Agreement, Acceptable Use Policy, and WPBay’s other review and marketplace requirements.

AI-assisted software development

Sellers may use AI coding assistants to generate, complete, review, explain, or refactor source code.

Routine use of an AI coding assistant does not need to be disclosed in the product listing when the product itself does not provide AI functionality. However, the submitted code must still be understood, reviewed, tested, and maintained by the seller.

The seller must verify that generated code does not contain copied proprietary material, incompatible licences, fabricated dependencies, hardcoded credentials, insecure data handling, hidden telemetry, backdoors, deprecated APIs, or functionality the seller cannot reasonably support.

Submitting large quantities of unreviewed AI-generated code is not acceptable. The seller must be able to explain how important parts of the product work, correct defects, respond to security reports, and maintain compatibility with supported versions of WordPress, PHP, and related dependencies.

AI-generated code is assessed under the same standards as human-written code.

AI-powered products

WPBay accepts plugins, themes, and services that use artificial intelligence as a genuine part of their functionality.

The listing must clearly explain what the AI feature does, which parts of the product depend on it, and whether it sends information to an external provider.

The seller must also disclose whether the customer needs a separate account or API key, whether additional usage fees apply, whether free quotas or rate limits exist, and which important features stop working if the external service becomes unavailable.

If the customer can select between several providers or models, the listing may describe the supported options instead of promising that every model will remain available indefinitely.

Products that use locally hosted models must disclose relevant server, memory, storage, software, and hardware requirements.

Required AI disclosure

A product providing AI functionality should include a clearly visible AI Information section in its description or documentation containing the following information:

AI features: What the AI functionality does.

Provider or model: The external provider, model family, locally hosted model, or configurable provider used.

Data processing: What information may be sent to an external AI service and why.

Account and costs: Whether customers need their own account, subscription, API key, credits, or additional payment.

Automated actions: Whether AI can publish content, modify files, change settings, communicate with users, place orders, or perform another action without individual confirmation.

Included AI-generated assets: Whether the product package, demo import, templates, or documentation contain AI-generated material.

Limitations: Important accuracy, availability, moderation, copyright, or reliability limitations customers should understand.

Minor wording differences are acceptable, but the information must be complete and easy to find.

Privacy and external data processing

An AI-powered product must not secretly send website content, customer messages, personal data, order information, files, prompts, credentials, or other information to an external AI provider.

The product and its documentation must explain what data is transmitted, which service receives it, why it is needed, and what controls are available to the website owner.

Sellers must follow applicable privacy and data-protection laws, minimise the information sent, protect stored prompts and responses, and provide appropriate retention or deletion controls where necessary.

Customer or website data must not be used to train the seller’s own model or improve a third-party model unless that use is clearly disclosed and supported by an appropriate legal basis. Where consent is relied upon, it must be meaningful and not hidden inside unrelated terms.

API credentials must be stored securely. Sellers must not include their own production API keys in downloadable products or expose customer keys in page source, logs, frontend scripts, error messages, or public requests.

Automated publishing and actions

AI-powered automation is permitted, including scheduled content generation and publishing, provided the feature is clearly disclosed and deliberately enabled by the customer.

Products must not silently activate automated publishing, messaging, account changes, database modifications, purchases, or destructive operations.

Where AI can make significant changes to a website, the product should provide appropriate previews, confirmations, backups, logs, revision history, undo functionality, or other reasonable recovery measures.

A seller does not need to require manual approval of every generated output, but customers must understand when automation is active and be able to stop or disable it.

Accuracy and professional reliance

AI output can be incomplete, outdated, biased, fabricated, or incorrect. Product descriptions must not claim that AI output is always accurate, original, legally compliant, plagiarism-free, safe, or suitable for professional reliance.

Products intended to assist with legal, medical, financial, employment, education, insurance, credit, or other regulated decisions must clearly explain their intended purpose and limitations.

WPBay may require additional documentation or decline products intended for high-risk or regulated uses where the seller cannot demonstrate appropriate safeguards, human oversight, documentation, security, and legal compliance.

A disclaimer does not cure a product whose intended operation is inherently unlawful or unsafe.

EU AI Act transparency requirements

Sellers offering AI systems or functionality to users in the European Union must assess their obligations under the EU Artificial Intelligence Act.

The transparency requirements in Article 50 became applicable on August 2, 2026. Depending on the seller’s role and the product’s functionality, these requirements may include informing people when they are interacting directly with an AI system, adding machine-readable markings to AI-generated or manipulated outputs, and visibly labelling deepfakes or certain AI-generated text concerning matters of public interest.

Products must not deliberately remove provider-supplied provenance information, machine-readable AI markings, or other authenticity metadata where retaining it is necessary for legal compliance.

Where a product enables customers to generate content that may require disclosure, it should provide practical options for adding appropriate labels or preserving required metadata.

Sellers should review the European Commission’s Article 50 transparency guidance and the voluntary Code of Practice on Transparency of AI-Generated Content.

Compliance with WPBay’s policy does not establish compliance with the AI Act or another applicable law.

AI-generated content in product previews

AI-generated images, text, audio, video, code examples, or other material may be used in screenshots, featured images, demonstrations, and product previews.

The seller must have the necessary commercial rights under the AI provider’s terms and must ensure the preview does not infringe intellectual property, privacy, publicity, or personality rights.

Preview content must not falsely suggest endorsement by a person or company, misrepresent an AI-generated person as a real customer, fabricate testimonials or reviews, or make an AI-generated result appear to be guaranteed product output.

Realistic AI-generated or manipulated media must be labelled where required by law or where failing to label it would materially mislead customers.

The fact that content appears only in a preview does not remove the seller’s responsibility for using it lawfully.

AI-generated content included with a product

AI-generated material may be included in a product package when it is ancillary to the software, is lawfully usable and redistributable, and is accurately disclosed.

This may include demo text, placeholder images, onboarding content, example templates, icons, sample prompts, or other supporting material. The seller must confirm that the AI provider’s terms permit commercial use and redistribution in the manner intended.

Content downloaded or imported automatically from the seller’s server after installation is treated as content supplied with the product. Hosting it separately does not avoid this policy.

Products consisting primarily of bulk AI-generated images, text, audio, video, prompt dumps, code dumps, or other pre-generated material with minimal human selection, review, or added value are not accepted.

A genuinely developed software product does not become prohibited merely because substantial portions of its code were created with AI assistance, provided the seller has reviewed it, can maintain it, and satisfies all applicable review requirements.

Prompt libraries and templates

Prompt libraries, AI workflows, and automation templates may be included when they have been meaningfully designed, organised, tested, documented, and integrated into a useful product.

Automatically generating thousands of minor prompt variations or repackaging publicly available prompts without meaningful work is not sufficient.

Sellers must not claim exclusive ownership of commonly used instructions, generic ideas, methods, or other material that may not qualify for copyright protection.

Services delivered with AI assistance

Sellers may use AI when providing services through WPBay, but they must not misrepresent substantially automated work as entirely custom human work.

If AI materially produces the service deliverable, the seller should disclose this before purchase or in the service description. The seller remains responsible for reviewing the deliverable, meeting the agreed requirements, correcting defects, and ensuring lawful use.

Customer information supplied for a service must not be entered into a public or third-party AI system without appropriate disclosure and authority.

Intellectual property and ownership

Sellers must have all rights and permissions necessary to offer their products and allow customers to use them as described.

A paid AI subscription or commercial plan does not automatically guarantee that every output is non-infringing, exclusive, copyrightable, or suitable for redistribution. Sellers must review the applicable provider terms and the output itself.

Purely AI-generated material may not qualify for copyright protection in some jurisdictions. The U.S. Copyright Office’s AI reports explain that copyright protection in the United States depends on sufficient human authorship and does not arise merely from providing prompts.

Sellers must not promise exclusive ownership of AI-generated material when they cannot grant exclusivity. They must also consider whether similar or identical outputs may be generated for other users.

Content designed to imitate protected characters, brands, products, artwork, or recognisable creators may raise copyright, trademark, passing-off, or other legal concerns. See WPBay’s Trademark and Real-World Product Rules and Your Legal Responsibilities as a WPBay Seller.

Real people, voices, and deepfakes

A seller must not include or facilitate deceptive impersonation, unauthorised voice cloning, non-consensual digital replicas, or realistic representations of real people without the rights and permissions required by law.

AI systems intended to create non-consensual sexually explicit or intimate material, “nudification” content, or child sexual abuse material are prohibited.

Where a product has legitimate voice, avatar, face-replacement, or synthetic-media functionality, the seller must implement appropriate disclosure, consent, and misuse safeguards.

Prohibited AI uses

WPBay does not allow products or services designed for unlawful manipulation, fraudulent impersonation, fake reviews, phishing, malware creation, credential theft, spam operations, evasion of security controls, non-consensual surveillance, unlawful biometric categorisation, prohibited social scoring, discriminatory automated decisions, or another AI practice prohibited by applicable law.

Products must not be designed to scrape private or protected data unlawfully, bypass access controls, defeat paywalls, evade robots or platform restrictions, or misappropriate personal information for AI training.

Products intended primarily to deceive people about whether they are communicating with a human are not permitted.

The prohibitions in the Acceptable Use Policy and the EU AI Act apply in addition to this section.

Product review and evidence

During review, WPBay may ask the seller to explain an AI feature, identify external providers, demonstrate user controls, document data flows, provide applicable licences, show how generated code was tested, or correct incomplete disclosures.

WPBay is not required to accept a product merely because the AI provider’s terms appear to permit its use.

Products may be rejected, removed, or restricted where AI use creates unresolved intellectual property, privacy, security, safety, transparency, quality, or consumer-protection concerns.

Serious violations may result in immediate product removal or account action. Other issues may result in a request for changes.

Changes to providers and models

Sellers must review their products when an AI provider changes its API, models, licence, privacy practices, safety controls, availability, or pricing.

Product descriptions and documentation must be updated when a change materially affects customers. Sellers should provide reasonable fallbacks or clear error handling where an external AI service becomes unavailable.

Products must not continue making claims about a model or provider that is no longer supported.

Existing products

This policy applies immediately to prohibited, illegal, deceptive, or unsafe AI uses.

WPBay may contact sellers of existing AI-powered products and request updated disclosures, documentation, privacy information, or technical changes. Sellers must respond and make required corrections within the timeframe stated by WPBay.

Policy updates

Artificial intelligence technology and the laws governing it are changing quickly. WPBay may update this policy to address new technologies, legal requirements, security risks, or marketplace practices.

Material changes will be communicated in accordance with the Seller Agreement and, where applicable, the Additional Terms for EU Sellers.