DepthThe conclusion and your first steps
Direct answer
We publish AI-generated content. Does it need labelling?
You describe: Text, image, audio or video (partly) created with generative AI and published publicly. Likely role: deployer (you publish the content).
This applies now
- Article 50: transparencyApplicable
- Article 4: AI literacyApplicable
Not all AI content needs a visible label. The labelling duty covers deepfakes and AI text informing the public without human editorial responsibility. Machine-readable marking is the generating provider’s duty.
Your first actions
- Implement the applicable disclosure, marking or label. First determine which paragraph of Article 50 applies, then implement the specific transparency measure.
- Take role- and context-specific AI literacy measures. Determine for each role, system and context which combination of instruction, guidance, practice or training is appropriate.
General interpretation, not legal advice. Checked against Regulation (EU) 2024/1689 and the Digital Omnibus (EU) 2026/1744; the official source remains authoritative.
Full map for your situation