Are users clearly made aware that they are interacting with an AI system or consuming AI-generated content?

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Transparency & Accessibility Category
Design PhaseDeploy PhaseMonitor Phase
Are users clearly made aware that they are interacting with an AI system or consuming AI-generated content?
  • Users must be clearly informed when they are interacting with an AI system, especially in conversational interfaces, automated decision systems, or content generation tools. Failing to do so can undermine user trust, autonomy, and informed consent.
  • This includes both real-time interactions (e.g., chatbots) and offline consumption of AI-generated content (e.g., synthetic images, deepfakes).
  • Deepfakes and other AI-generated media that imitate real individuals or events carry high risks of deception, manipulation, and reputational harm if not transparently disclosed.
  • Lack of disclosure may also breach Article 50 of the EU AI Act and broader transparency obligations under the GDPR.

If you answered No then you are at risk

If you are not sure, then you might be at risk too

Recommendations

  • Inform users at the start of any interaction that they are engaging with an AI system, especially in systems simulating human communication (e.g., chatbots, virtual assistants).
  • For generative AI outputs (text, audio, video, images), ensure they are clearly marked, both visibly and in machine-readable format, as artificially generated or manipulated.
  • If your system produces deepfakes or synthetic media, implement persistent and tamper-resistant labeling or watermarks and include a notice that the content has been artificially generated or altered.
  • Deployers must also inform users when emotion recognition, biometric categorization, or similar AI functions are in use.
  • Design your UX to surface these disclosures prominently and accessibly, particularly in sensitive contexts such as news, education, or political speech.

Interesting resources/references

  • Article 50 AI Act