Glossary A–ZLetter L
Labelling of AI-generated content
Labelling of AI-generated content is the notice that an image, video, audio or text was created or altered wholly or partly by an artificial intelligence system.
In the EU, Article 50 of the AI Act governs when such a notice is mandatory.
The regulation distinguishes two roles. Providers of systems that generate images, video, audio or text must mark their outputs in a machine-readable way, meaning with a technical marker in the file. Anyone who uses such a system to create a deep fake must disclose that the content has been artificially generated or manipulated. A deep fake is content that resembles real people, places, objects or events and falsely appears authentic. On a screen, this disclosure belongs visibly in the creative itself, not on a website.
Not every AI image has to be labelled: a recognisably drawn illustration is not a deep fake. A photorealistic image of one's own branch with customers who never existed may, however, be one. Operators should record for every creative whether and with what it was generated, and should not strip the technical marker when editing. This explanation is not legal advice.