The takeaway: Companies operating in the European Union are now subject to a new requirement: clearly label content created or altered by artificial intelligence. Beginning Sunday, the EU's latest transparency rules take effect, covering everything from chatbot responses to AI-generated images, audio, and video. If content is generated by AI or significantly manipulated by it, companies must make that clear. Companies are expected to implement systems that can identify AI-generated content even after it has been shared or reposted. TikTok, for example, has required creators to label AI-generated content for several years and says more than three billion pieces of content have been tagged using its detection tools.