Deepfakes and other AI-generated content must be labelled from Sunday, as the European Union’s sweeping artificial intelligence transparency rules kick in. Of particular concern for the EU are deepfakes — text, images, videos and sounds that appear to be real but are generated or manipulated by AI. The rules affect content made for professional reasons, and the EU insists individuals using AI in a purely personal capacity will not be affected. Text that aims to inform the public on general interest issues will also have to be labelled if they are created using AI without human editorial oversight. “If online content is flooded with overlapping AI labels and legal disclosures, it becomes harder for people to get the clear context they need,” Massin added.