{"id":26197,"date":"2026-07-28T08:51:17","date_gmt":"2026-07-28T08:51:17","guid":{"rendered":"https:\/\/ponsip.com\/?p=26197"},"modified":"2026-07-28T08:51:19","modified_gmt":"2026-07-28T08:51:19","slug":"transparency-in-ai-use-is-now-a-legal-obligation-what-businesses-need-to-do-to-comply","status":"publish","type":"post","link":"https:\/\/ponsip.com\/en\/ip-news\/ia\/transparency-in-ai-use-is-now-a-legal-obligation-what-businesses-need-to-do-to-comply\/","title":{"rendered":"Transparency in AI Use Is Now a Legal Obligation: What Businesses Need to Do to Comply"},"content":{"rendered":"\n

Artificial intelligence has rapidly become embedded across business functions such as marketing, communications, customer service, human resources and innovation. However, the deployment of these technologies within organisations is now entering a new regulatory phase in Europe.<\/p>\n\n\n\n

From 2 August 2026, the transparency obligations set out in Article 50 of the European Union’s Artificial Intelligence Act (AI Act) begin to apply. These are among the first operational requirements to directly affect organisations that develop or use generative AI systems. The recent guidance published by the European Commission, together with the new Code of Practice on transparency for AI-generated content, also provides practical criteria to support compliance.<\/p>\n\n\n\n

Beyond the regulatory dimension, Brussels’ message is clear: people, and in some cases technical experts, must be able to identify when they are dealing with content that has been generated or edited using artificial intelligence.<\/p>\n\n\n\n

What Is Changing for Providers and Business Users?<\/strong><\/p>\n\n\n\n

The new obligations apply both to providers of AI systems and to organisations that use them in their day-to-day activities.<\/p>\n\n\n\n

On the one hand, developers and vendors of solutions capable of generating text, images, video or audio will be required to implement technical mechanisms that make it possible to identify the artificial origin of content produced by their systems. It is important to clarify that these are not necessarily marks that are visible to humans, but rather machine-readable elements that enable the origin of content to be traced at a later stage.<\/p>\n\n\n\n

\n

This requirement is particularly relevant in ensuring the traceability of images, recordings and documents where questions arise relating to copyright, litigation, verification processes, or any circumstance in which the origin of digital content needs to be demonstrated.<\/p>\n<\/blockquote>\n\n\n\n

The European Commission’s guidance points<\/a> to solutions such as digitally signed metadata, invisible watermarking techniques and downstream detection mechanisms capable of verifying whether content has been generated or manipulated by AI. However, these obligations are not limited to those developing the technology. The AI Act also establishes specific requirements for organisations that deploy AI systems.<\/p>\n\n\n\n

One of the most widespread obligations will be that set out in Article 50(1), under which individuals must be informed whenever they are interacting with an AI system, unless this is obvious from the context. This may affect numerous use cases that are already commonplace within organisations, including virtual assistants, customer-service chatbots, conversational systems embedded in websites and AI-powered corporate messaging channels.<\/p>\n\n\n\n

Transparency obligations are also particularly relevant where systems are used to generate or modify images, videos or audio that could be considered deepfakes. In such cases, users must be clearly informed that the content has been generated or altered using artificial intelligence, including through labelling mechanisms such as those proposed by the European Commission.<\/p>\n\n\n\n

The Regulation also establishes specific obligations for organisations deploying emotion recognition systems or biometric categorisation systems. In these situations, individuals exposed to such systems must be informed of their use, without prejudice to any additional obligations arising under applicable data protection legislation.<\/p>\n\n\n\n

Beyond Regulatory Risk<\/strong><\/p>\n\n\n\n

The AI Act introduces an enforcement framework that provides for financial penalties where organisations fail to comply with the obligations established under the Regulation.<\/p>\n\n\n\n

Depending on the nature of the infringement and the size of the organisation concerned, penalties may amount to several million euros or a significant percentage of the company’s global annual turnover. Transparency obligations form part of the requirements subject to supervision by the competent authorities designated by Member States.<\/p>\n\n\n\n

Yet for many organisations, the most immediate impact may be reputational rather than financial. Customers, citizens, employees and investors increasingly expect transparency in the use of emerging technologies. Using AI-generated content without appropriate disclosure or safeguards may directly undermine trust in a company’s brand, communications and decision-making processes.<\/p>\n\n\n\n

The Priorities Businesses Should Address Now<\/strong><\/p>\n\n\n\n

The application of these obligations confirms an increasingly clear regulatory trend: artificial intelligence must be managed within a framework of governance, traceability and oversight. Organisations should therefore begin by identifying which AI tools they actually use, the business processes in which they are deployed and the teams responsible for their oversight. It is equally important to review content creation and publication workflows in order to determine when transparency obligations may arise and who is accountable for complying with them.<\/p>\n\n\n\n

However, one of the least visible, yet most significant, aspects of the new regulatory framework is that compliance will rarely fall to a single department.<\/p>\n\n\n\n

In some cases, organisations may need to introduce changes at the design stage, for example to implement technical traceability measures or machine-readable markers within generated content. In others, close coordination will be required between technology, legal, privacy, communications, marketing and human resources teams to determine when content should be identified as AI-generated or AI-manipulated and how such disclosure should be made.<\/p>\n\n\n\n

\n

This reality makes AI governance a critical organisational capability. Well-defined processes, clear responsibilities and cross-functional coordination mechanisms will be just as important as the technology itself.<\/p>\n<\/blockquote>\n\n\n\n

It is also important to avoid a misconception that remains common within many organisations: that these obligations only apply to large technology companies, AI developers or software providers. In practice, many of the transparency requirements apply directly to any organisation that uses artificial intelligence in its operations, communications or services.<\/p>\n\n\n\n

In other words, for many businesses the relevant question is no longer whether they develop AI systems, but whether they use AI tools in activities that are subject to regulatory obligations.<\/p>\n\n\n\n

For this reason, transparency is no longer simply a matter of good practice. It is becoming a fundamental component of regulatory compliance, risk management and corporate trust within the emerging European framework for artificial intelligence.<\/p>\n","protected":false},"excerpt":{"rendered":"

Artificial intelligence has rapidly become embedded across business functions such as marketing, communications, customer service, human resources and innovation. However, the deployment of these technologies within organisations is now entering a new regulatory phase in Europe. From 2 August 2026, the transparency obligations set out in Article 50 of the European Union’s Artificial Intelligence Act … Read more<\/a><\/p>\n","protected":false},"author":7,"featured_media":26194,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[156,75,65],"tags":[],"class_list":["post-26197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ia","category-intellectual-property","category-news"],"yoast_head":"\nTransparency in AI Use Is Now a Legal Obligation: What Businesses Need to Do to Comply - PONS IP<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Transparency in AI Use Is Now a Legal Obligation: What Businesses Need to Do to Comply - PONS IP\" \/>\n<meta property=\"og:description\" content=\"Artificial intelligence has rapidly become embedded across business functions such as marketing, communications, customer service, human resources and innovation. 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