Article 50 (EU AI Act)
The EU AI Act provision setting transparency obligations for AI systems that interact with people, generate synthetic content, or produce deepfakes.
Article 50 requires that users be informed when they are interacting with an AI system (e.g., chatbots), that AI-generated synthetic content be labeled as such, and that deepfakes be clearly disclosed. The article's broad definition of deepfake - including marketing imagery a company creates of its own staff - is widely under-recognized, making it one of the most operationally consequential transparency provisions in the Act.
A company creates AI-generated marketing photos depicting fictional employees. Under Article 50 these images may legally qualify as deepfakes requiring clear disclosure - regardless of whether the company would consider them deceptive.
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