With the phased implementation of obligations under Regulation (EU) 2024/1689 of the European Parliament and of the Council of 13 June 2024 (the Artificial Intelligence Act / AI Act), companies must pay close attention not only to which artificial intelligence systems they deploy, but also to whether they sufficiently inform users about their deployment.
Article 50 of the AI Act, which has been effective since August 2, 2026, establishes an obligation to inform natural persons that they are interacting with an AI system, unless this is obvious from the circumstances and the context of use.
These rules also apply directly to content generated or manipulated by artificial intelligence:
- Providers of Generative AI Systems: Providers of AI systems that generate synthetic audio, image, video, or text content must ensure that the outputs of the system are marked in a machine-readable format and detectable as artificially generated or manipulated.
- Special Information Obligations: Heightened transparency requirements apply to deployers who generate or manipulate image, audio, or video content constituting a deep fake, as well as AI-generated text published to inform the public on matters of public interest.
The primary goal of this regulatory framework is to ensure transparency—guaranteeing that users are clearly aware of when they are interacting with an AI system or consuming content generated or manipulated by artificial intelligence.
This text was translated by AI.
