The EU AI Act now requires disclosing when a chatbot or a piece of content is AI-generated
Since August 2, if your system talks with people or generates images, audio, video or text, you must say it’s AI and label that content. With fines of up to 15 million euros.
On August 2, 2026, the transparency obligations of Article 50 of the European Union’s AI Act began to apply. Any company whose system talks with people or generates images, audio, video or text must disclose that it is AI and label the generated content, whether or not it is a “high-risk” system.
- Users must be clearly informed when they are interacting with an AI and not a real person.
- Generated or manipulated content (including deepfakes) must be labeled in a machine-detectable format.
- Fines of up to 15 million euros or 3% of annual worldwide turnover, whichever is higher.
- Generative systems already on the market have until December 2, 2026 to comply with the labeling.
Why it matters to you
If your business uses a customer service chatbot or generates images and text with AI to sell, you are now legally required to tell your customers when you operate in or sell into the EU. It’s not just compliance: transparency done well also builds trust.