EU AI Act Transparency Rules Now Require Disclosure of AI Interactions and Content

The European Union's new AI transparency obligations under the AI Act took effect on August 2nd. The rules require companies to inform users when they are interacting with an AI system or viewing AI-generated or altered content. Responsibilities are divided between providers, who develop and market AI systems, and deployers, who integrate them into platforms and services. Some companies, such as Meta, fall into both categories and must meet obligations on both fronts. The move is part of the EU's broader effort to help the public more easily identify chatbots and AI-generated deepfakes online.