The European Union's Artificial Intelligence Regulation (AI Act) has recently reached a new milestone. From that date onwards, transparency rules have become applicable, which aim to ensure that users can clearly identify when they are interacting with artificial intelligence or when they encounter content created or modified by artificial intelligence.
The AI Act is the world's first comprehensive regulation that uses a risk-based approach to regulate the development and use of artificial intelligence. The provisions that come into force now primarily focus on the transparent use of artificial intelligence, helping to strengthen user trust and combat misleading content.
What obligations have come into force?
- from August 2nd, among others:
- it must be clearly indicated if a user is communicating with artificial intelligence (for example, in the case of a chatbot or virtual assistant);
- Appropriate labeling must be ensured for content created or significantly modified by AI;
- In the case of realistic, manipulated images, audio and videos (deepfake content), their clear marking will become mandatory;
- More detailed compliance and documentation requirements will be introduced for organizations developing and deploying artificial intelligence for systems covered by the AI Act.
What does this mean for businesses?
The new rules don't just affect companies developing AI. Organizations that use customer service chatbots, generative AI tools, automated content creation solutions, or other AI-based applications should also review their operations.
It is particularly important to assess which category of the AI Act the AI system in use falls under and what transparency, documentation or compliance obligations are associated with it. The European Commission has also published guidance and practical tools to support compliance.
The role of cybersecurity continues to grow
The safe use of artificial intelligence is no longer just a technological issue, but also an organizational and cybersecurity issue. Proper oversight of AI systems, traceability of generated content, and protection of data and models are increasingly important elements of corporate compliance.
The Hungarian Cybersecurity Cluster considers it of utmost importance that domestic businesses and organizations prepare for the requirements of the AI Act in a timely manner and implement the application of artificial intelligence in a safe, transparent and responsible manner.
The application of the AI Act will be expanded with additional obligations in the coming years, so it is advisable to start reviewing organizational processes, AI tools and compliance practices now.