Made by AI? EU tells firms to stick a label on it from Aug 2

BRUSSELS – Deepfakes and other AI-generated content must be labelled from Aug 2, as the European Union’s sweeping artificial intelligence transparency rules kick in.The goal? To make sure Europeans immediately know whether the online content they see is real or fake.The EU’s comprehensive AI law enters into force in stages.From Aug 2, companies must ensure their AI systems like chatbots make it clear to users they are AI, or when an image or text has been created using AI, there must be a label saying so.This can be done by integrating watermarks and other markers to allow the easy detection of AI-generated content. Firms face large fines if they do not comply.“Generative AI enables disinformation to be created at unprecedented scale, tailored to specific audiences, and disseminated with r