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Have you ever wondered whether the message you received online was written by a person or a machine? Or whether that video of a politician, celebrity, or even someone you know was real or created by artificial intelligence?
The European Union is now introducing new rules aimed at making sure people are not left guessing.
The European Commission has published new guidelines requiring companies that create or use artificial intelligence systems to be more transparent, with the rules coming into force on 2 August 2026.
The aim is simple: people should know when they are interacting with AI and when content has been created or changed by AI.
No more guessing if you are talking to a machine
Under the new rules, companies providing AI services will have to make sure users are clearly informed when they are communicating directly with an AI system.
That means tools such as:
- AI chatbots,
- virtual assistants,
- customer service bots,
will have to make it clear that there is not a human on the other side of the conversation.
For everyday users, this could mean fewer situations where someone thinks they are chatting with a real person when they are actually communicating with software.
AI-made photos, videos and texts must be labelled
The rules will also target one of the biggest concerns surrounding AI: fake content.
AI providers will have to add digital markings that allow AI-generated or altered content to be detected.
This includes:
- fake videos created using AI (deepfakes),
- AI-generated images,
- AI-written content.
The goal is to make it harder for people to spread fake information, impersonate others, or manipulate public opinion.
What about news and social media?
The rules are particularly focused on content involving matters of public interest.
For example, if AI-generated text about politics, elections, or major public issues is published without human review or editorial control, users must be informed.
The same applies to deepfake content and certain AI systems that analyze emotions or classify people based on biometric information.
What does this mean for Cyprus?
For the average Cypriot, the changes will likely be felt most online.
The next time you:
- speak with a company’s online assistant,
- watch a viral video,
- read a post about a political issue,
- see a suspicious image circulating on social media,
- you should have more information about whether AI was involved.
The EU says the rules are not designed to stop the use of AI but to make its use more honest and easier for people to understand.
Why now?
The European Commission says the rapid rise of generative AI has made it increasingly difficult to tell the difference between human-created and machine-created content.
Officials warn that without transparency, AI could be used for:
- spreading misinformation,
- fraud,
- impersonation,
- misleading consumers.
The new rules form part of the wider EU Artificial Intelligence Act, which introduces different obligations depending on the risks linked to different AI systems.
*Source: European Commission
