The European Union has implemented new rules requiring tech companies to label their artificial intelligence (AI) systems and any generated content. Providers are mandated to notify users when they interact with AI models, while deployers must tag AI-generated images, audio, and video as such.

This comes as the rapid advancement of generative and interactive AI makes it harder for people to distinguish between human and machine interactions. The European Commission states that these measures aim to protect individuals from misinformation and ensure informed decision-making in the digital realm.

The EU has developed a set of AI disclosure labels, which tech platforms can adopt voluntarily, though providers and deployers face fines if they fail to comply with the new transparency rules. Non-compliance could result in hefty penalties, including up to €15 million or 3% of their global annual turnover.

While these rules apply immediately to new AI systems, existing models have a grace period until December 2nd to come into compliance. This means that for the next four months, users will still be navigating a complex landscape where the line between human and machine is increasingly blurred.