Europe’s AI labeling and transparency rules are now in effect

The European Union has implemented new transparency rules under its AI Act that require companies to disclose when people are interacting with AI models or viewing AI-generated or AI-altered content. These rules, which took effect on August 2nd, aim to help people identify chatbots and deepfakes (synthetic media created by AI to replace or alter someone's appearance or voice) online, with different requirements for providers (companies that develop AI systems) and deployers (platforms that use those systems).