Check territorial scope and the supplier’s role; do not assume one EU rule applies identically to every UK deployment. Article 2 addresses, among other cases, providers placing systems on the EU market, deployers established in the EU, and certain non-EU providers or deployers where outputs are used in the EU. EU AI Act.
For systems within scope, the Commission says Article 50 applies from 2 August 2026. Providers of systems directly interacting with people must design them so people are informed they are interacting with AI unless that is obvious. The Commission distinguishes this from the separate marking-and-detection obligation for generated content. Commission Article 50 FAQ. (digital-strategy.ec.europa.eu)
Desk recommendation regardless of territorial analysis: use a clear introductory disclosure and an accessible human alternative. Require the agency to explain whether it is acting as provider, deployer or another participant; do not buy a vaguely described EU AI compliance package without a scope assessment.
Sources cited on this page
- EU AI Act ↗eur-lex.europa.eu
- Commission Article 50 FAQ ↗digital-strategy.ec.europa.eu