What is the AI label?

Short answer

The AI label comes from the European AI Act. If visitors talk to a chatbot or see AI content that looks real you must tell them.

Since 2 August 2026 this duty from Article 50 of the AI Act applies. If you use a chatbot on your site you say that it is AI.

Images and videos that look real but are made with AI also need a notice. Systems that already existed get a transition period.

Not sure what applies to you? Ask a lawyer. We help with a clear notice on your site.

Real-life example

An online shop had a chatbot that helped customers with sizes. Above the chat window it now says: "You are talking to a digital assistant."

At Marketing Friends we take care of this for businesses across Europe. Read more about Visible in AI or first do the free scan.

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