EU AI Act for Marketers: What Changes on 2 August 2026?

This article is Part 1 of our series on the EU AI Act and digital marketing.

 

In this series, we'll explore:

Part 1: What changes on 2 August 2026?
Part 2: AI images, deepfakes and C2PA
Part 3: AI-generated text and disclosure obligations
Part 4: Search engines, social platforms and trust

We begin with the big picture. What is changing under the EU AI Act, and what should marketing teams be doing today?

 

AI is already part of marketing

 

We use it to create images, draft content, support customer service and speed up production.

Marketing teams use AI to create images, draft content, brainstorm ideas, generate videos and support customer service. In many companies, AI is no longer something that might be used in the future. It's already embedded in day-to-day workflows.

That is exactly why the EU AI Act matters.

From 2 August 2026, new transparency requirements will begin to apply across the European Union. While much of the regulation focuses on high-risk AI systems, some parts of the law are directly relevant to marketers, communication teams and content creators.

The question is no longer whether businesses use AI.

The question is whether they can use it responsibly and transparently.

 

 

What is the EU AI Act?

 

Its goal is to encourage innovation while helping ensure AI is used safely, responsibly and in a way that protects individuals and society.

Different parts of the regulation apply at different times. For marketers, one of the most important sections is Article 50, which introduces transparency requirements for certain AI systems and AI-generated content.

You do not need to read 100+ pages of legislation to understand the practical implications.

What matters is understanding where AI is being used and how transparency may affect your content and communication.

 

 

Why marketers should care about Article 50

 

Many conversations about the EU AI Act focus on areas such as healthcare, recruitment or critical infrastructure.

Most marketing teams will never build those types of systems.

Article 50 is different because it touches activities that happen every day in marketing departments.

This may include:

• AI-generated images
• AI-generated videos
• AI-generated audio
• Customer-facing chatbots
• AI-assisted content creation

The underlying principle is simple.

People should not be misled about whether content or interactions have been generated or significantly altered by AI.

 

 

A simple example

 

Imagine a retail brand using AI to:

• Create product visuals
• Draft blog articles
• Produce social media content
• Support customer service through a chatbot

For many businesses, this already sounds completely normal.

The challenge is understanding where transparency requirements may apply and whether customers have enough information to understand when AI has played a role.

That is why now is a good time to review how AI is used across your organisation.

 

 

AI-generated images, video and audio

 

One of the most discussed areas of Article 50 concerns deepfakes.

The AI Act defines a deepfake as AI-generated or AI-manipulated image, audio or video content that resembles real people, places, objects or events and could reasonably be perceived as authentic.

In practical terms, businesses should pay particular attention when using:

• AI-generated people
• AI-generated spokespersons
• Synthetic voice recordings
• Highly realistic AI-generated photographs
• AI-generated videos showing events that never occurred

The more realistic the content, the more important transparency becomes.

Clearly fictional, artistic or imaginative content is generally treated differently.

For example, an AI-generated image of a fantasy landscape is unlikely to raise the same concerns as a realistic image of a person who does not exist. Or a realistic video of something that never happened.

 

 

What about AI-written text?

 

This is one of the most misunderstood parts of the regulation.

Many people assume that every AI-generated blog post will need a disclaimer.

That is not what Article 50 says.

The regulation focuses on AI-generated text published for the purpose of informing the public on matters of public interest.

It also includes an important exemption.

Where content has undergone human review or editorial control, and where a person or organisation takes responsibility for publication, the situation may be different.

For marketing teams, this highlights the importance of maintaining strong editorial processes.

Human review, fact-checking and approval workflows are not just good practice.

They may also play an important role in how transparency obligations are applied.

 

 

What should organisations do now?

 

The August 2026 deadline is closer than it appears.

Here are four practical steps every business can take.

 

1. Understand where AI is being used

 

Many companies use AI in more places than they realise.

Review:

• Content creation tools
• Image generators
• Video creation platforms
• Customer service solutions
• Social media workflows

You cannot manage what you have not mapped.

 

2. Create an AI content policy

 

A simple policy can go a long way.

Define:

• When AI can be used
• When human review is required
• Who approves content before publication
• How transparency and disclosures are handled

This creates consistency across teams and reduces uncertainty.

 

3. Review image and media workflows

 

The industry is moving towards technologies that help identify how content was created.

While the AI Act does not require a specific technical solution, businesses should understand how their websites, content management systems and publishing tools handle image metadata and provenance information.

We'll explore this topic in more detail in Part 2 of this series.

 

4. Focus on trust, not just compliance

 

This may be the most important point of all.

The businesses that benefit most from these changes will not be those doing the minimum required by law.

They will be the ones using transparency as a way to build stronger relationships with customers.

People increasingly want to know where content comes from, how it was created and whether it can be trusted.

Transparency is not simply about compliance.

It is about credibility.

 

 

What this means for marketers

 

You do not need to stop using AI.

You do need to understand:

• Where AI is being used
• Who reviews content
• How transparency is handled
• How customer trust is maintained

The brands that prepare early will be in a much stronger position when these requirements become applicable.

 

 

The key takeaway

 

The EU AI Act is not a ban on AI-generated marketing.

It is a transparency framework.

For marketers, the most important question is no longer whether AI should be used.

The more important question is whether customers can clearly understand when AI has played a significant role in creating content or interactions.

At Les Creatives, we believe the businesses that succeed in the age of AI will be those that combine innovation with transparency.

Technology changes quickly.

Trust does not.

 

 

AI should strengthen trust, not weaken it.

 

At Les Creatives, we believe AI is a powerful tool. The challenge is making sure it strengthens trust rather than undermining it.

From content workflows to AI visibility and transparency, we help businesses prepare for the next generation of digital marketing.

If you'd like to discuss how AI may affect your website, content strategy or digital presence, we'd be happy to help.

 

This article is provided for informational purposes only and does not constitute legal advice. Businesses should assess their specific obligations under the EU AI Act and seek professional legal advice where appropriate.

 

Sources:

Commission publishes second draft of Code of Practice on Marking and Labelling of AI-generated content:

https://digital-strategy.ec.europa.eu/en/library/commission-publishes-second-draft-code-practice-marking-and-labelling-ai-generated-content

 

Code of Practice on marking and labelling of AI-generated content:

https://digital-strategy.ec.europa.eu/en/policies/code-practice-ai-generated-content 

 

"Artificial Intelligence Act" - Regulation (EU) 2024/1689 of the european parliament and of the council - Chapter IV, Article 50 "Transparency obligations for providers and deployers of certain AI systems"

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32024R1689

 

Continue reading

In Part 2 of this series, we explore AI-generated images, deepfakes, C2PA and the emerging standards designed to help businesses demonstrate transparency in an AI-driven world.

June 2026