New AI Transparency Rules Are Now in Force
The EU AI Act 2026 introduces new transparency obligations for businesses using certain artificial intelligence systems. From 2 August 2026, specific rules under Article 50 of the EU AI Act started to apply, affecting companies that use AI tools to interact with customers or generate digital content.
For businesses operating in the Czech Republic and across the European Union, the new framework means that the use of artificial intelligence can no longer be treated only as a technological or operational matter. Companies must also consider whether the way they use AI creates specific transparency obligations.
The rules are particularly relevant for businesses using AI chatbots, automated customer-support systems, AI-generated images, text or other digital content.
When Must Businesses Inform Users About AI?
One of the central principles of the EU AI Act is transparency. In certain situations, people interacting with an artificial intelligence system must be informed that they are dealing with AI rather than a human.
This requirement can be particularly important for businesses using automated tools for customer communication. For example, a company operating an AI-powered chatbot or automated support service may need to ensure that customers clearly understand that the interaction is being handled by an artificial intelligence system.
The objective is to make the use of AI more transparent and allow users to understand when artificial intelligence is involved in their interaction with a company.
AI-Generated Content and Disclosure Requirements
The EU AI Act transparency requirements also concern certain forms of AI-generated or manipulated content.
Businesses increasingly use artificial intelligence to create marketing materials, images, written content and other forms of digital communication. Under the new framework, some AI-generated or manipulated content can be subject to specific marking or disclosure requirements.
Companies should therefore examine how artificial intelligence is currently being used within their marketing, communication and customer-service activities. The relevant question is not simply whether a company uses AI, but how the technology is used and whether customers or the public are interacting with AI-generated material.
What Should Companies Review?
Businesses should begin by identifying the artificial intelligence tools currently used throughout their organisation.
This can include tools such as ChatGPT, Microsoft Copilot, AI-powered chatbots, automated customer-support systems and applications used to generate text or images.
Companies should then determine whether these tools are used only internally or whether their output reaches customers or the wider public. Systems that interact directly with users or generate content intended for external communication deserve particular attention.
Businesses should also review how employees use AI tools and whether internal procedures clearly define when artificial intelligence can be used. Understanding where AI is present within the organisation is an important first step toward identifying possible compliance requirements.
Preparing for EU AI Act Compliance
The EU AI Act 2026 represents an important development for companies already integrating artificial intelligence into everyday business activities.
For many organisations, AI is now used in customer service, content creation, communication and internal productivity. The new transparency rules mean that companies should evaluate these activities from a compliance perspective as well.
Rather than treating every AI tool in the same way, businesses should assess how each system is used, who interacts with it and whether its output is distributed externally.
A structured review of existing AI tools, customer interactions and AI-generated content can help companies understand where the EU AI Act business requirements may apply and where additional transparency measures may be necessary.
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Link: European Commission – Guidelines on AI Act Transparency Obligations
