Headlines said the EU pushed back the AI Act. Two obligations moved to 2027 and 2028. The transparency rules did not move. They apply to anyone publishing AI-made content into the EU, and they start on 2 August 2026.
The Digital Omnibus on AI was adopted by Parliament on 16 June 2026 and Council on 29 June 2026. It deferred the two bottom rows by 16 and 12 months. It left the top row exactly where it was.
Article 50 is five separate obligations, and most teams trigger two or three of them without knowing. Answer honestly. Nothing is stored, nothing is sent until you choose to send it.
Do people in the EU see what your AI produces?
The Act follows the output, not the office. A US or UK team publishing to an EU audience is in scope.
Did you build the AI, or are you using someone else's?
This is the fork that decides everything. Building, fine-tuning or putting your own name on a system makes you a provider with heavier duties. Using ChatGPT, Claude or Midjourney makes you a deployer.
Does an AI talk to your customers directly?
Support widget, DM autoresponder, sales agent, voice bot, booking assistant.
Do you publish AI images, video or audio that could pass for real?
Product shots, AI models or presenters, voice clones, face swaps, retouching that changes what happened. Obviously fantastical work sits outside this. Photoreal does not.
Do you publish AI-written text on matters of public interest?
News, politics, health, money, safety, the environment. Marketing copy about your own product generally isn't this. A health brand's advice blog usually is.
Do you read emotion or sort people by biometrics?
Sentiment from faces or voices in calls, ad testing that reads expressions, categorising people from biometric data. Rare, high consequence.
The plain-English version of what you just read, plus the wording to actually put on things. Built by an operator who ships AI-assisted content daily, not by a law firm selling you a retainer.
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Copy what you need right now. The same pack is in your inbox as a copy, and the December update follows when it lands.
You're speaking with an AI assistant, not a person. Ask for a human at any point and I'll hand you over.
Made with AI. This image is generated, not photographed.
AI-generated
On the asset, in the first frames. A caption alone does not satisfy "visible at first exposure".
Drafted with AI assistance. Reviewed and published by [name], who is responsible for its accuracy.
Naming a person is what carries the exemption. "Reviewed by the team" does not.
Could someone tell it's AI without clicking, hovering, or reading small print? If not, it isn't done. That is Art. 50(5) in one sentence.
Labelling is the visible part. The harder question is usually which of your workflows should be AI-assisted at all, and which quietly should not be. That is what the AI Opportunity Audit answers, in your own numbers, as a written report and a recorded walkthrough.
See what the Audit covers →