EU AI Act
In force (staggered)Regulation (EU) 2024/1689 on Artificial Intelligence (AI Act)
This applies to you if …
- You develop, distribute or operate AI systems in the EU.
- You use chatbots, AI-generated text, images, audio or video in customer-facing contexts.
- You build on general-purpose AI models as the basis of your own applications.
Core obligations
- Classify the risk level of the AI system (prohibited / high / limited / minimal).
- Transparency: mark AI-generated or -manipulated content in a machine-readable way (Art. 50).
- Disclose to users when they interact directly with an AI system (e.g. a chatbot).
- Ensure a sufficient level of AI literacy among your own staff.
First steps
- Create an inventory of all AI systems and features in use.
- Determine and document the risk class of each system.
- Review chatbot and content-generation flows for labelling/disclosure duties.
- Assign internal responsibilities and evidence-keeping.
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Deadlines
- 2025-02-02Bans on unacceptable-risk AI + AI-literacy obligations apply
- 2025-08-02Obligations for General-Purpose AI (GPAI) models apply
- 2026-08-02Art. 50 transparency obligations (AI labelling, chatbot/deepfake disclosure) apply
- 2027-12-02Note: for high-risk AI under Annex III, a postponed deadline is currently going through the legislative process (EU 'Digital Omnibus'; as of 08/2026 not yet final in the Official Journal) — verify against the official source if in doubt
Penalty for non-compliance
Tiered framework: up to EUR 35 million or 7 % of worldwide annual turnover ONLY for prohibited practices (Art. 5); for breaches of the Art. 50 transparency obligations the lower framework of up to EUR 15 million or 3 % of worldwide annual turnover applies (Art. 99); whichever amount is higher in each case.