Glossary/Privacy & Identity/EU AI Act
Privacy & Identity
EU AI Act
The EU's risk-based AI law, phased in from 2024, whose transparency duties require disclosing AI-generated or manipulated content such as deepfakes and chatbot interactions.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The EU AI Act is the European Union's risk-based law regulating artificial intelligence, which entered into force in 2024 with obligations phased in over several years. It bans certain uses, strictly regulates high-risk systems, and imposes transparency duties. For marketers, these include disclosing chatbot interactions and labeling AI-generated or manipulated content such as deepfakes.