Firms must label AI-generated content from Sunday |
| The EU's comprehensive AI law launches on Sunday to ensure Europeans immediately know whether the online content they see is real or fake. Companies must make sure their AI systems, including chatbots, make it clear to users they are AI. When an image or text has been created using AI, it must be labelled as such - for example, by integrating watermarks and other markers to enable the easy detection of AI-generated content. Firms face large fines if they don't comply. An EU official said that since AI is "making it increasingly difficult for all of us to distinguish what is real from what is synthetic," the rules seek to "preserve citizens' ability to trust what they see, hear, and read." Karen Massin, who leads Google's Government Affairs & Public Policy team in Brussels, warned of "regulatory complexity" that could prove counterproductive, and "risks confusing the people these rules are meant to help." |
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