EU AI Act: New labelling requirements for AI content

The next phase of the European AI Act comes into force on 2 August 2026. From now on, companies and service providers are obliged to clearly label AI-generated or heavily AI-manipulated media – such as images, videos, audio files or promotional material – as AI content.

This regulation is particularly relevant for team-building activities and gamification events that make use of, for example, AI photo booths, AI avatars or deepfake videos. It must be clear and transparent to participants that the content has been created or manipulated using AI.

Marketing materials, event visuals or promotional audio clips that have been created predominantly using AI must also be labelled accordingly in both B2B and B2C contexts to avoid breaches and potential fines.