Label it: Europe's AI transparency rules take effect
From 2 August, European rules require people to be told when they are dealing with AI or AI-generated content.
Gulf businesses with European customers should take note. The practice is worth adopting everywhere.
What changed
On 2 August the transparency rules of the European Union's AI Act began to apply. In plain terms: people should know when they are talking to an AI system, and AI-generated content such as realistic images, audio and video should be identifiable as such.
Does it affect a business in the Gulf?
It can. The rules follow the customer, not the company's address. If you serve people in the European Union with an AI assistant or AI-made content, they are relevant to you, and you should take proper legal advice.
For everyone else there is still a practical reason to care: customers everywhere are starting to expect the same openness.
Openness is already valued here
Dubai has encouraged transparency about how content is made, including icons that show the part people and machines each played in a piece of work. The principle is the same: trust grows when people know what they are looking at.
A simple practice
- Say when a customer is chatting with an AI assistant.
- Offer a clear route to a person.
- Mark AI-generated images and video where they could be mistaken for real.
- Keep a record of which tools produce what.
None of this slows a business down. It costs a line of text and earns trust.
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