EU AI Act provisions take effect August 2, adding transparency requirements

On July 31, the European Commission announced that starting August 2, the EU AI Office will jointly enforce the relevant provisions of the Artificial Intelligence Act with member state authorities. New AI transparency requirements will also take effect, requiring certain AI systems to clearly inform users that they are interacting with AI and whether content was generated or modified by AI. Under the new rules, interactive AI systems such as chatbots must clearly indicate their AI identity rather than being perceived as human. Deepfake images, videos, and audio generated or edited using AI must be labeled, and content generated or modified by AI must include machine-readable markers to facilitate identification and tracking. The Commission said these measures aim to reduce deception and manipulation, help the public make more informed judgments, and provide companies with clearer compliance requirements and implementation paths.