From August 2 onwards, transparency obligations will take effect across the EU, mandating that certain artificial intelligence systems inform users about their interactions with AI technology and notify them when material has been created or modified through AI processes.
Interactive AI applications such as chatbots must now explicitly inform users that they are communicating with a machine rather than a person. Deepfakes—which encompass images, videos, and audio files that have been manipulated or produced using AI technology—require clear labelling. Additionally, AI-generated or modified content must be tagged with machine-readable identifiers to facilitate automated detection.
These requirements aim to combat deception and manipulation while enabling individuals to make decisions based on accurate information. For the business community, the rules establish explicit responsibilities and furnish a standardized framework for demonstrating adherence to regulations. The Commission has released an initial roster comprising over 180 entities that have committed to the Code of Practice on transparency of AI-generated content, which puts these transparency requirements into practice.
