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From the 2nd of August, the AI Act became part of the law. The EU Artificial Intelligence Act regulates how artificial intelligence can be used in communication, data collection, and targeting. This is not a disruptive change, but it introduces clear requirements around transparency, source verification, and accountability.What the AI Act regulatesThe regulation classifies AI systems according to the level of risk. In the field of communication, it primarily applies to:High-risk AI systems: all those algorithms used for advertising targeting, audience segmentation, and consumer profiling used to personalise communications.AI-generated content: the regulation requires clear disclosure. This means that any image, audio, or video generated or manipulated by AI must be clearly identified as such.Mandatory transparency: consumers must be informed when they are interacting with AI systems and be able to understand how these systems operate and the logic behind them.Whenever AI-generated content influences or supports consumer decision-making, the use of AI must be clearly disclosed in a way that is understandable and traceable.What we need to do in practiceLabel AI-generated content clearly.Document the criteria used by AI-powered targeting algorithms.Ensure that consumers understand why they are receiving a particular message.Maintain records of AI training processes and their decision-making logic.Conduct regular audits of high-risk and critical AI systems.BBDO is readyIn accordance with European regulations, we have already completed an assessment of our processes. We know which of our AI systems fall within the scope of the AI Act, how to document them, and how to ensure ongoing compliance. We have also proactively updated our data strategy and creative teams, ensuring they have a clear understanding of the new regulatory framework.For the brands that work with us, compliance with the AI Act means greater transparency and confidence. They can be assured that every AI-powered campaign is verified, traceable, and developed according to ethical standards.Complying with the AI Act does not increase costs. Indeed, it enables organisations operating in the communication sector to adopt and demonstrate best practices for working responsibly within this new regulatory landscape.The transformation is already underway. While many organisations are still adapting, those that are already prepared, like BBDO, are already in a position to offer a competitive advantage.Disclaimer: content and image were generated with the assistance of Omni AI and reviewed by a human.