EU AI Act transparency rules begin enforcement

The EU's AI Act moved into a more visible enforcement phase on August 2, with transparency rules now applying to many interactive and generative AI systems.

The practical shift: providers and deployers need to tell people when they are interacting with AI, mark AI-generated or manipulated content where required, and label deepfakes or public-interest AI-generated text when there is no human review.

This feels like one of the first major global tests of whether AI transparency rules can be made operational without becoming pure paperwork. For builders, the interesting question is whether disclosure becomes a product pattern users understand, or just another compliance banner.

Sources:

• European Commission press release: https://digital-strategy.ec.europa.eu/en/news/commission-starts-enforcing-ai-act-rules-and-new-transparency-requirements-2-august
• European Commission guidance: https://digital-strategy.ec.europa.eu/en/policies/guidelines-ai-transparency-obligations