AI Must No Longer Be a Tool for Humiliation; EU Announces Strict Rules

The European Union is set to implement stricter regulations targeting the misuse of artificial intelligence, particularly concerning the creation of non-consensual deepfake intimate content. These new measures aim to address the growing problem of digital violence, including the generation of fake intimate photos, videos, and audio recordings without consent.

The EU's AI Act, already in effect, is being updated to more clearly prohibit abuses that have become a significant societal issue. The European Parliament approved a ban on systems that can create child sexual abuse material or intimate content of identifiable individuals without their permission. This includes tools that can transform ordinary photos into fake sexualized depictions.

The impetus for these stricter rules comes from real-world cases where ordinary photographs, often of women and minors, have been used to create fake sexualized content. These incidents have led to investigations and legal proceedings across Europe. The consequences are deeply human, as victims recognize themselves in the fabricated material, and their surroundings may believe it to be real, leading to prolonged fear, shame, and helplessness.

AI technology is not to be used as an excuse for humiliation and abuse, the EU's updated rules emphasize. Companies and system providers enabling such misuse will be required to implement effective safeguards or face substantial sanctions. Penalties for prohibited practices under the AI Act can reach up to 35 million euros or 7% of a company's total global annual turnover, whichever is higher. The regulations primarily target platforms, companies, and tool providers, while individuals creating, sharing, or using such content for extortion will also be held accountable.