Businesses face EU AI Act labelling duties for AI output

AI developers and deployers are being urged to prepare for EU AI Act transparency duties covering AI interactions, generative outputs and deep fakes. The rules take effect on 2 August and require providers to tell people when they are directly interacting with an AI system, unless that is obvious to a reasonably well-informed, observant and circumspect person in the circumstances.

Article 50 also requires providers to mark synthetic audio, image, video or text outputs in a machine-readable format that can be detected as artificially generated or manipulated. Deployers using systems that generate or manipulate image, audio or video content constituting a deep fake must generally disclose that the content has been artificially generated or manipulated, with limited law enforcement exceptions.

Additional duties apply to the use of emotion recognition and biometric categorisation systems. Disclosures must be clear, distinguishable, accessible and provided no later than the first interaction with or exposure to the system or content. Recent amendments give gen-AI providers whose models were released before 2 August until 2 December this year to meet the new requirements.