New European Union rules requiring AI-generated content and deepfakes to be clearly labelled officially came into force yesterday, marking another major step in the bloc’s regulation of artificial intelligence. Under the latest transparency requirements of the EU AI Act, companies creating or using AI-generated content must make it clear when images, videos, audio or text have been created using artificial intelligence. The rules also require organisations to inform users when they are interacting with AI systems such as chatbots, or when they are exposed to deepfakes, emotion recognition or biometric categorisation tools, and AI-generated text about matters of public interest that has not been reviewed by a human editor.