The European Union has introduced new transparency rules requiring artificial intelligence-generated or AI-modified content to be clearly identified, aiming to ensure that citizens know when AI has played a significant role in creating the information or services they use.
According to an explanatory video released by the European Commission, artificial intelligence is now capable of generating text, creating realistic images, producing audio, and even imitating human speech. However, users are not always aware when they are interacting with AI-generated content.
Under the new rules, individuals must be informed whenever they are communicating with an AI-powered chatbot rather than a human. In addition, images, videos, audio recordings, and text that have been created or significantly modified using artificial intelligence must be clearly labeled.
The regulations also require explicit identification of deepfake content—AI-generated or manipulated videos that depict individuals saying or doing things they never actually said or did. The EU says these measures are intended to combat misinformation and improve transparency in digital communications.
The new framework extends to other AI applications as well, including systems used for emotion recognition and the processing of biometric data, which will also be subject to transparency requirements.
According to the European Union, the objective is straightforward: whenever artificial intelligence has a significant impact on a product, service, or piece of content, users have the right to know. EU institutions say the measures are designed to strengthen public trust while promoting the responsible and transparent use of artificial intelligence across Europe.
