New EU rules set to aid transparency over artificial intelligence content

New European Union rules requiring labels on AI-generated content, including deepfakes and chatbot interactions, take effect Sunday as part of the bloc's comprehensive AI law, aiming to help Europeans distinguish real from fake online content.

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.