European Commission begins enforcing AI Act transparency rules for AI-generated content
Key Takeaways
- 01The European Commission has begun applying new AI Act transparency rules for certain AI systems and AI-generated or altered content.
- 02The measures are intended to reduce deception and manipulation and help users make informed choices.
- 03Covered chatbots and other interactive AI systems must tell users they are interacting with AI.
- 04Deepfakes must be labelled, and AI-generated or altered content must include machine-readable markings.
- 05For covered businesses, the rules create disclosure and content-marking obligations.
The European Commission has begun applying new transparency rules under the EU AI Act for certain AI systems and AI-generated or altered content. The rules require chatbots and other interactive AI tools to tell users that they are interacting with AI rather than a human.
The measures are intended to reduce deception and manipulation and help users make informed choices.
Providers and deployers of covered systems must also label deepfakes—AI-generated or AI-edited images, video or audio. Other AI-generated or altered content must carry machine-readable markings so that it can be more readily identified by technical systems.
For businesses covered by the rules, the requirements create specific disclosure and content-marking obligations, while also providing a clearer route to demonstrate compliance. The Commission has published an initial list of more than 180 organisations that have signed its Code of Practice on transparency of AI-generated content. The Code is intended to operationalise the AI Act’s transparency requirements.