AI Disclosure Requirements: The Question You Need to Ask Now
“Do we need to label this?” – if this question weren’t on marketers’ minds before, it certainly is now! A new AI disclosure obligation came into force in the EU on August 2, 2026. Find out some answers in our guide.
Make transparency part of your brand strategy
Generative AI has transformed content production in record time. With the AI transparency obligations introduced by the EU AI Act, the next step in this evolution has now been taken: Whether images, text, videos, or audio – as of August 2, certain AI-generated content must carry a notice stating that it was created using AI. Companies need to establish clear standards for their deployment of AI. While the new AI labeling regulation raises some questions, it also presents an opportunity to make content workflows more professional, faster, and more consistent.
From theory to workflow
Of course, the AI disclosure obligation is, first and foremost, an operational challenge for everyone who develops, approves, and publishes content on a daily basis. But don’t worry – our guide explains how you can build effective AI workflows that comply with the regulatory requirements. It includes specific scenarios, clear assessment criteria, and processes that strike a practical balance between creativity and transparency.
AI labeling obligation: How it works in practice
The EU AI Act sets the rules – our guide shows you how to apply them in real-world scenarios.
Through specific examples from marketing practice, you’ll learn:
- Which AI content generally doesn’t need to be labeled
- Where the key gray areas are
- How to assess images, videos, voices, and avatars
- Which AI labeling methods are appropriate, and
- How to establish an AI workflow that combines creativity, transparency, and speed.
By following our guide, you can turn the AI disclosure obligation into the foundation for a clear process in your day-to-day marketing activities.
