From 2nd August 2026, new transparency requirements under the European Union’s AI Act will begin to apply. For businesses operating across the North West’s cross-border economy, this is a timely reminder that using artificial intelligence may bring responsibilities as well as opportunities.

The rules are intended to ensure that people know when they are interacting with an AI system or viewing certain content generated or altered by AI. However, they do not mean that every use of tools such as ChatGPT or Microsoft Copilot must be publicly declared. The obligations depend on how the technology is being used and whether a business is acting as the provider or deployer of an AI system.

Providers of customer-facing AI systems, including some chatbots, may need to ensure that users are informed when they are interacting with AI. Providers of generative AI systems may also be responsible for making AI-generated or manipulated content detectable in a machine-readable format.

Businesses deploying AI may have disclosure responsibilities when publishing deepfakes or certain AI-generated content on matters of public interest without human review or editorial control. Separate transparency requirements also apply to emotion-recognition and biometric-categorisation systems.

Although Northern Ireland is outside the EU, the legislation may still apply where an AI system is placed on the EU market, used within the EU or produces outputs affecting people located there. Businesses trading or providing services across the border should therefore consider whether their activities fall within scope.

A sensible first step is to identify which AI tools are being used across the organisation. Businesses should then review customer-facing systems and published content, establish appropriate human oversight, provide staff guidance and examine the assurances offered by technology suppliers.

The message is not that businesses should stop using AI. Adoption should instead be deliberate, transparent and proportionate to the risks involved.

Further guidance

The European Commission has published practical guidance explaining the scope of the Article 50 Obligations and how they should be applied.