Last updated: 5 October 2026
AI transparency statement
Some of the imagery on this site was made with generative AI tools. This page says exactly which, what is real, and what we do not use AI for.
What is real
- The product. Infinity socks are a physical product. The 3D sock on the site is built from photographs of the real sock.
- The player testimonials. The videos of Lamont West and Alonzo Gaffney (BC Cherno More) are real recordings of real players giving their own opinions. They are colour-graded and trimmed, not generated or altered by AI.
- The claims. Product descriptions and the texts on this site are written and checked by people.
Where AI was used
| Content | AI involvement |
|---|---|
| Opening film and hero image (player on the court at dawn) | Generated with AI video and image tools; edited and graded by us |
| Close-up images of the four Court System technologies | Generated with AI image tools as illustrations of each zone |
| Images of the socks in their pouches (“Get ready” section) | Generated with AI image tools as packaging visualisations |
| Looping video in the footer | Generated with AI video tools |
| Photograph in the Team Kit Room | Real photograph, relit with an AI tool |
| Captions of the testimonial videos | Transcribed with speech-recognition AI, then corrected by a person |
| Website code and copy | Written by people with the assistance of AI tools, reviewed before publication |
The AI-generated visuals illustrate the product and its atmosphere. They are not photographs of real matches, venues or people.
What we do not use AI for
- There is no chatbot or automated assistant on this site. When you write to us, a person answers.
- No automated decisions are made about you, and no profiling takes place.
- We do not publish AI-generated reviews, testimonials or people presented as real customers.
- We do not use AI voices or likenesses of real people.
Our approach
This statement is how we disclose the use of AI on the site, in line with the transparency principles of the EU Artificial Intelligence Act (Regulation (EU) 2024/1689, Article 50). We keep the list up to date as the site changes. If you believe something on the site should be labelled differently, tell us at [email protected].