The visible AI label is a mark you can burn into an exported image to state that it was generated. Choosing it has always been yours to make at the moment of export, and it has always defaulted to off.
The problem was that several download buttons never asked. A single image downloaded from inside a product, a whole photo-shoot downloaded from the tab that shows it, a packshot downloaded from anywhere — each of these simply delivered the file. Nothing was applied that you had not asked for, but you were not offered anything either, and from where you sat that is indistinguishable from the feature not existing on that screen.
Every control that hands you an image file now offers the choice before delivering. The plain download remains the first option and a single click, exactly as before; the labelled copy sits beside it.
Two details worth knowing:
The set you export is the set you are looking at. A product's "Export all" takes only the assets that are approved and linked to it. The photo-shoot tab's own download takes whatever the tab is currently showing, including images you have not approved yet. Both now offer the label, so you no longer have to choose between the set you want and the option you want.
Photographs you supplied yourself are still never labelled. Where a file cannot carry the label — a product photo you uploaded, which declared nothing about how it was made — asking for it now tells you so plainly, and hands you nothing in its place. You are never given an unlabelled file while being led to believe it carries the mark.