From August 2026 companies must disclose AI chatbots — fines up to €15 million

From 2 August 2026, Article 50 of the EU AI Act will require companies to clearly disclose when users are interacting with an artificial intelligence system rather than a human. Hidden AI-generated content will also be banned. Fines for non-compliance can reach €15 million. The rules are designed to end the practice of bots posing as human customer service agents.