24/07/2026
New EU AI transparency requirements start applying on 2 August 2026.
For businesses, this does not mean that every AI-assisted email, caption or image must suddenly carry an “AI-generated” label. The rules are more specific than that.
The focus is on situations where people may not realise they are interacting with AI or could reasonably mistake synthetic content for something real.
This includes customer-facing AI chatbots, realistic AI-generated people or voices, deepfakes, emotion-recognition and biometric-categorisation systems, and certain AI-generated public-interest content published without human review.
For most companies, the sensible response is not to stop using AI. It is to understand where and how AI is already being used across the business.
Start with a simple internal review:
• Where do customers interact directly with AI?
• Are they clearly informed that it is not a human?
• Are realistic AI-generated images, videos or voices being used?
• Is automated content reviewed before publication?
• Who is responsible for checking AI outputs?
• Are disclosure requirements included in internal processes?
AI adoption should not happen through a collection of disconnected tools used without oversight. It needs clear ownership, documented workflows and appropriate human review.
The companies that approach AI this way will not only reduce risk. They will also build more reliable systems and maintain the trust of their customers.
Using AI is becoming standard business practice. Using it responsibly is becoming part of good business management.
At dghouz, we help businesses assess where AI can add genuine value, choose the right tools and implement practical workflows with the necessary controls in place.
European Commission guidance:
https://digital-strategy.ec.europa.eu/en/policies/guidelines-transparency-ai-generated-content
