Brussels – Deepfakes and other AI-generated content must be labeled from Sunday in the European Union as sweeping artificial intelligence transparency rules kick in.
The goal? To make sure Europeans immediately know whether the online content they see is real or fake.
The EU’s comprehensive AI law enters into force in stages. From Sunday, companies must ensure their AI systems, like chatbots, make it clear to users that they are AI. When an image or text has been created using AI, there must be a label saying so.