DepthThe conclusion and your first steps
Direct answer
Our chatbot talks to customers. Does it have to say it is AI?
You describe: An AI system interacting directly with people, such as a chatbot or voicebot in customer contact. Likely role: deployer (you use the system).
This applies now
- Article 50: transparencyApplicable
- Article 4: AI literacyApplicable
Article 50 applies since 2 August 2026: the disclosure must be in place now, unless it is obvious to a reasonably observant person that it is AI.
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.
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