EU AI Act Article 50: Transparency requirements apply to internal AI video
On 2 August 2026, Article 50 of the EU AI Act will enter into force. Transparency requirements for AI-generated video will also extend to internal communications directed at employees.
What happened?
From 2 August 2026, Article 50 of the EU AI Act will apply in full regarding transparency obligations. This means that all organisations using AI-generated video, such as deepfakes, must inform viewers that the content is synthetic. The regulation also encompasses internal corporate communications, meaning that video recordings or virtual appearances by executives, for example, addressed to employees are subject to these requirements.
Key facts
| Tillämpningsdatum för artikel 50 | 2 augusti 2026 |
|---|---|
| Tillämpningsområde | AI-genererad video och deepfakes internt och externt |
Why it matters
Many compliance analyses have previously focused on external marketing and public publishing. The clarification that Article 50 also covers internal corporate video means that companies must review their internal communication tools and processes. Hidden metadata or simple watermarks will not suffice; the information regarding AI generation must be clearly visible to the recipient.
Who is affected?
The rules affect all companies and organisations that use AI to create video content, particularly communication, HR, and IT departments. Employees and internal recipients are affected as they will henceforth be provided with clear disclosures when video material is partially or entirely synthetically created.
Impact on the EU
Article 50 of the EU AI Act is a directly applicable EU regulation governing transparency across the entire internal market. This means the same transparency requirements apply to internal communications in all EU member states, with no scope for national exemptions.
What else you should know
Labeling AI-generated material solely with metadata watermarks is insufficient under the rules. Clear visual or auditory disclosures are required so that the recipient immediately understands that the content is synthetic.
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