Organisations worldwide are racing to develop a universally recognised label for "human-made" products and services as part of the growing backlash against AI use.
Declarations like "Proudly Human", "Human-made", '"No A.I" and "AI-free" are appearing across films, marketing, books and websites.
It is in response to fears that jobs or entire professions are being swept away in a wave of AI-powered automation.
BBC News has counted at least eight different initiatives trying to come up with a label that could get the kind of global recognition that the "Fair Trade" logo has for ethically made products.
But with so many competing labels - as well as confusion over the definition of "AI-free" - experts say consumers are in danger of being left confused unless a single standard can be agreed on.
"AI is creating significant disruption and competing definitions of what is 'human made' are confusing consumers," says consumer expert Dr Amna Khan from Manchester Metropolitan University.
"A universal definition is essential to build trust, clarification and confidence" she told BBC News.
The movement to create AI-free certification systems follows generative AI tools being used to replace human work and creativity in range of industries including fashion, advertising, publishing, customer services and music.
The organisations trying to come up with the labels include companies as well as non-profits, based in the UK, Australia and the US.
Some labels like no-ai-icon.com, ai-free.io and notbyai.fyi, can be downloaded by anyone for free or for a fee without much or any auditing.
Other systems like aifreecert require payment and have a strict process of vetting whether or not a product has used AI or not. Auditors use professional analysts and AI-detecting software.
But AI experts say that getting industries to agree what truly counts as "human made" will prove complicated as AI is integrated into so many everyday tools.
