Some obligations already concern the experience people see.
Article 50 sets four kinds of duties, plus a shared rule for how people receive notices. The obligation depends on whether an organisation provides an AI system or deploys it in a professional context.
Provider · direct interactionDesign a directly interactive system so people know they are interacting with AI, unless that is obvious in context (Article 50(1)).
Provider · generated outputMake certain AI-generated or manipulated synthetic audio, images, video, and text machine-readable and detectable (Article 50(2)).
Deployer · exposed peopleInform people exposed to emotion-recognition or biometric-categorisation systems (Article 50(3)).
Deployer · published contentDisclose qualifying deepfakes and label some AI-generated or manipulated public-interest text unless it has received human review or editorial control and a person holds editorial responsibility (Article 50(4)).
Shared rule · notice designNotices under these duties must be clear, distinguishable, and accessible, and arrive no later than the first interaction or exposure (Article 50(5)).
A machine-readable mark and a visible notice do different jobs. An embedded provider mark alone does not replace a deployer’s clear disclosure when people encounter a deepfake.
The Commission’s 2026 Article 50 guidelines ↗ and questions and answers ↗ define the scope and exceptions. For the text exemption, substantive human review or editorial control must come with a natural or legal person who holds editorial responsibility; proofreading or spell-checking alone does not qualify. Artistic, creative, satirical, or fictional deepfakes have a narrower disclosure requirement that should not disrupt the work.
The Commission-reviewed, voluntary Code of Practice on AI-generated content ↗ offers a route for showing how marking and labelling obligations are met. Organisations using another method must demonstrate adequate compliance.
There is a limited transition for Article 50(2): providers of generative systems placed on the market before 2 August 2026 have until 2 December 2026 to take the necessary steps to meet the marking and detection requirement. It does not extend the other Article 50 duties, and it does not require old content to be labelled retroactively.
AI literacy is a separate part of the framework. Article 4 requires providers and deployers to take measures that support the development of AI literacy among staff and others who operate or use systems on their behalf. Those measures should account for people’s knowledge and experience, the system’s context, and the people affected by its use. The amended text does not mandate a specific or “sufficient” level for each person.
The Commission recommends mapping an organisation’s role, the systems it provides or deploys, and their risks before choosing guidance or training for different groups. Article 4 does not prescribe one course format, a knowledge test, a certificate, or a particular governance structure; organisations can keep an internal record of their measures. That flexibility still leaves an obligation to take measures. Separate training duties for staff overseeing high-risk systems remain in force. See the Commission’s AI literacy questions and answers ↗ and our guide to AI literacy at work ↗.
Transparency is not the same as proving an output is true, and literacy is not a substitute for risk controls. Keep disclosure, factual verification, security testing, and human oversight as distinct parts of a system’s design.