EU AI Act Article 50 transparency rules enter force

Article 50 of the EU AI Act has entered into force, setting transparency obligations for AI providers and deployers operating across the bloc.

Enterprises running generative AI tools now have to comply with Article 50, which requires providers and deployers of certain AI systems to tell people when they’re interacting with a machine, and to mark AI-generated content so it can be flagged as such.

Advancements in generative systems have made it harder to tell AI interaction from human conversation. Distinguishing AI-generated images from authentic ones is getting harder too. People are now also being exposed to emotion recognition and biometric categorisation tools without knowing it.

The Commission links all of this to manipulation at scale and fraud, with impersonation and consumer deception following close behind on its list of concerns. Article 50 is the EU’s attempt to tackle the issue and ensure the responsible and safe rollout of AI across the bloc.

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