Will the EU’s new rules make artificial intelligence safer?

Artificial intelligence has moved into everyday life, helping people create text and images, search for information and analyze data. At the same time, it is becoming harder to tell whether content came from a person or an AI system.

The European Union adopted its Artificial Intelligence Act in 2024 and is introducing its requirements in stages. New rules that took effect on August 2 aim to help people recognize when they are viewing AI-generated content or interacting with AI. The stated goal is to help users make informed decisions and better protect themselves from disinformation and deception.

In certain cases, AI-generated or manipulated material, including deepfakes, must carry a clear label. Text produced by AI about matters of public importance must also be identified when no human has reviewed it. Users must be informed when they are dealing with a chatbot, AI agent or avatar rather than a person.

The European Commission has prepared guidelines explaining how providers and operators should apply the obligations in practice. Enforcement will involve national market-surveillance authorities, the European AI Office and the European Data Protection Supervisor. Companies could face fines of up to 15 million euros or 3% of their global annual turnover. EU institutions could be fined up to 750,000 euros, while authorities will apply proportionality when dealing with small and medium-sized businesses. In Latvia, the Ministry of Smart Administration and Regional Development is responsible for implementing the act, with the Consumer Rights Protection Centre among the main market regulators.