Since 2 August 2026, Article 50 of the EU AI Act requires transparency: a chatbot must make clear that it is an AI, and generated images, videos or audio that look real must be disclosed. Generated texts on matters of public interest must be disclosed unless a person reviews them and takes editorial responsibility. In Italy, Law 132/2025 adds, among other things, a duty for professionals to tell clients which AI systems they use.
The two laws, in short.
- The AI Act (EU Regulation 2024/1689) is the European law on artificial intelligence. Article 50, on transparency, applies from 2 August 2026.
- Italy’s artificial intelligence law (Law no. 132 of 23 September 2025) sits alongside the AI Act and names AgID and ACN as the national authorities.
What the AI Act asks of businesses using AI.
- Chatbots: whoever provides the chatbot must make sure people understand they are talking to an AI, unless it is obvious; if you use one on your website, check that it introduces itself as a virtual assistant.
- Realistic images, video and audio generated or altered with AI (“deepfakes”): whoever uses them must disclose that they are artificial. For clearly artistic or fictional works, a notice that doesn’t spoil the work is enough.
- Generated texts published to inform the public on matters of public interest must be disclosed, unless a person has reviewed them and taken editorial responsibility.
- How to inform: clearly, at the latest at the first interaction, and in an accessible way.
EU Regulation 2026/1744 gave until 2 December 2026 only to providers of generative systems already on the market, for machine-readable marking. For those who use these tools, such as a business on its own website, the obligations apply from 2 August 2026.
What the Italian law adds.
- Intellectual professions (art. 13): AI is allowed only as support, with human intellectual work prevailing, and professionals must tell clients which AI systems they use, clearly and simply.
- Copyright (art. 25): works of human creativity are protected, even when created with the help of AI.
- Harmful deepfakes (art. 26): spreading AI-falsified images, videos or voices without consent, causing harm, is now a crime (art. 612-quater of the Italian Criminal Code).
In practice, for your website and social media.
- If you have a chatbot, make sure it introduces itself as a virtual assistant from the first message.
- If you use generated images or videos that look real, say so next to them, for example “image created with artificial intelligence”. Better still, use real photos of your premises and products.
- If you publish informative texts, have a person review and sign them: that is the condition that avoids the label.
- Never use real people’s faces or voices without their consent.
- If you are a professional, state in your quote or engagement letter which AI tools you use.
With Aleryc.
If the photos you can provide aren’t of suitable quality for the website, we can enhance or regenerate them in high quality with AI, keeping the real features of your products and business. Every text we write is reviewed by hand before it goes online. In the quote we tell you in writing which artificial intelligence tools we use in your project. How we use artificial intelligence in our work is explained on the page How we use artificial intelligence.
Sources.
- AI Act, Article 50 (text)
- European Commission: Code of Practice on AI-generated content (10 June 2026)
- European Commission: guidelines on transparency obligations (20 July 2026)
- Regulation (EU) 2026/1744
- Law no. 132 of 23 September 2025 (Italian Official Gazette, in Italian)
Sources checked on 27 October 2026. This guide is for information only and is not legal advice.