Mandatory Labeling of AI Content

New requirements for your communications

Transparency is now mandatory – not optional.
The AI Regulation requires providers and operators, among other things, to ensure that:

• Chatbots and AI assistants clearly indicate that users are interacting with an AI system.
• Synthetic content, such as AI-generated images, videos, audio, and text, is labeled as artificially generated or manipulated.
• so-called deepfakes and other realistic manipulations must not go undetected.

This particularly affects:

• Marketing and advertising campaigns
• Social media and website content
• Customer service (chatbots, voicebots)
• Digital products, platforms, and apps

Where companies need to start now

Disclosure requirements are more than just a label on content.
They affect the entire way you use AI in your company.

Key steps:

• Identify areas where AI is used
  Where are AI tools already being used today for text, images, videos, audio, or chatbots?
• Identify content subject to labeling requirements
  Which assets must be technically or visually identified as AI-generated content in the future?
• Establish approval and documentation processes
  Who verifies labeling and legal compliance, and who documents the use of the respective AI systems?
• Define uniform labeling standards
  Clear, recognizable notices for users – on websites, in apps, in campaigns, and in customer service.
• Train teams
  Raise awareness among marketing, communications, product, and service teams regarding the new transparency requirements and risks – for example, as part of our AI Campus

Those who establish structures now will reduce liability risks – while simultaneously strengthening trust and credibility with customers, users, and business partners.