From 2 August 2026, a new set of transparency obligations under the EU Artificial Intelligence (AI) Act has become applicable, marking another important milestone in the phased implementation of the world’s first comprehensive AI legislation. Alongside the new rules, the European Commission has published detailed implementation guidelines to help organisations understand what is required in practice.
The new provisions, set out in Article 50 of the AI Act, focus on making AI interactions and AI-generated content more transparent to the public. They apply to both providers and deployers of certain AI systems, including generative AI and interactive AI applications.
In practice, organisations must ensure that people are informed when they are interacting directly with an AI system, unless this is already obvious from the context. Providers of AI systems that generate or manipulate text, images, audio or video are also required to make such content technically detectable through machine-readable markings where applicable. In addition, AI-generated or AI-manipulated content that could mislead users, such as deepfakes, must be clearly labelled.
To support implementation, the European Commission adopted Guidelines on Transparency Obligations for Providers and Deployers of Certain AI Systems in July 2026. The guidance clarifies the scope of Article 50, explains the responsibilities of different actors, and provides practical examples of how organisations can demonstrate compliance. The Commission has also published a voluntary Code of Practice on Transparency of AI-generated Content, which organisations may use as a practical means of meeting the legal requirements.
For universities, educational organisations and communication teams, the new rules primarily reinforce good practice rather than introducing entirely new workflows. Organisations using AI chatbots should ensure users know they are interacting with AI, while AI-generated images, videos or other synthetic media used in communications should be appropriately labelled. The aim is to strengthen trust, reduce the risk of deception and misinformation, and help citizens make informed decisions when engaging with AI-generated content.
The transparency obligations are part of the AI Act’s gradual rollout, with additional requirements for other categories of AI systems applying over the coming years.
Banner image generated by AI.
