Key transparency rules aimed at informing consumers when they are interacting with AI or are exposed to AI-generated content came into effect from August 2 across the European Union (EU).
The rules—part of the EU’s landmark AI Act—mean that tech firms providing AI technologies and services and the companies using them (and/or developing their own AI in-house) need to explicitly inform users that they might be interacting with an AI system such as a chatbot or that they might be watching, reading or listening to AI-generated content, including deepfakes.
