How it works: From 2 August, Article 50 of the EU AI Act requires clear disclosure of certain AI-generated content, including deepfakes and AI-generated text published to inform the public on matters of public interest. AI tools already on the market have until December 2026 to add machine-readable AI marking.
What’s the benefit? The rules build trust in content. Any brand marketing to EU audiences should review how AI is used in creative, PR & content workflows and label synthetic imagery, video or audio where required. Standard AI-assisted copy is largely unaffected.
