MarGib – The World Behind the Keyboard: From August 2, 2026, companies must disclose AI usage – what does this mean for you and your business?

From August 2, 2026, companies must disclose AI usage – what does this mean for you and your business?

MarGib October 27, 2026

🌐 🇵🇱 Polski · 🇬🇧 EN

Starting August 2, 2026, the EU Artificial Intelligence Act (AI Act) mandates that companies inform users when they are interacting with AI. Which sectors will be affected the most, and what are the consequences of failing to comply with the new rules?

Illustration showing a customer interacting with a chatbot in an office, with visible AI transparency labels and EU regulatory documents on the desk. — Interaction with AI under the new regulations – transparency as a corporate obligation.

August 2, 2026, is a date that could change how we use technology on a daily basis. The EU Artificial Intelligence Act (AI Act) introduces a transparency requirement for communication with AI systems – from chatbots to voice assistants. Companies that fail to comply with the new rules risk heavy financial penalties and the loss of customer trust. What exactly changes from that day on, and how can you prepare for the upcoming regulations?

What does Article 50 of the AI Act mandate?

The key provision is Article 50 of the AI Act, which requires companies to inform users when they are interacting with an artificial intelligence system. This applies not only to text-based chatbots but also to voice assistants, virtual advisors, and even AI-generated recommendations. Exceptions apply when the use of AI is obvious – for example, in video games, where a character controlled by an algorithm does not need to be labeled.

The provision states:

"Providers and deployers of AI systems intended to interact with natural persons shall ensure that natural persons are informed that they are interacting with an AI system, unless this is obvious from the circumstances and the context of use."

This means that if a customer is talking to a chatbot at a bank or an online store, they must be informed that they are not speaking to a human. The same will apply to voice assistants, which are increasingly used in customer service.

Who must comply with the new rules and when?

The AI Act has been in force since August 1, 2024, but the transparency provisions take effect on August 2, 2026. Companies have two years to prepare for these changes, although some sectors – such as banking and e-commerce – are already implementing solutions that meet the new requirements.

An exception is made for micro-enterprises (employing fewer than 10 people and generating an annual turnover of less than 2 million EUR), which have an additional 12 months to comply with the regulations. However, other companies must start analyzing where they use AI and how they can meet transparency requirements right now.

What are the penalties for non-compliance?

The EU regulation provides for strict sanctions for violating AI transparency rules. Companies that fail to inform users about an interaction with an AI system may face:

a financial penalty of up to 35 million EUR or
7% of the company's total global turnover (whichever is higher).

For comparison, in 2025, the Dutch bank ING was fined 2 million EUR for failing to inform customers about the use of AI in credit scoring. This shows that supervisory authorities will not tolerate violations, even if they concern relatively new technologies.

In Poland, the President of the Office of Competition and Consumer Protection (UOKiK) is responsible for enforcing the AI Act. This means that companies operating on the Polish market must be prepared for audits and potential sanctions.

Which industries will be most affected by the changes?

The new regulations will primarily impact sectors that heavily utilize artificial intelligence in customer communication. Here are the most important ones:

1. E-commerce

Online stores are increasingly using chatbots for customer service, product recommendations, or even price negotiations. An example is Zalando, which automated 60% of its customer service using AI in 2025. From August 2, 2026, such solutions will have to be clearly labeled so that customers know they are talking to an algorithm, not a human.

2. Banking and Finance

Banks use AI for credit scoring, financial advice, and account management. In 2024, mBank introduced the "mbot" chatbot, which handled 40% of customer inquiries. The new regulations will force banks to clearly inform customers when they are interacting with an AI system.

3. Telecommunications

Telecommunications operators, such as Orange Polska, are already automating a significant portion of their customer service. In 2025, Orange automated 50% of its call center conversations. From August 2, 2026, customers will need to be informed that they are speaking to a bot rather than a consultant.

4. Healthcare

In the medical sector, AI is used for patient triage, scheduling appointments, and even preliminary diagnosis. The "Moje Zdrowie" application (NFZ) introduced an AI assistant for initial symptom assessment in 2026. The new regulations will require such solutions to clearly indicate that the patient is using an artificial intelligence system.

How can companies adapt to the new requirements?

Preparing for the new regulations requires not only updating terms and conditions but also implementing appropriate technical solutions. Here are a few steps that can help companies adapt to the AI Act:

1. Labeling AI-generated content

Companies can use tools for the automatic labeling of AI-generated content. Examples include solutions such as:

Microsoft Azure AI – offers a "Transparency Compliance" module to inform users about AI interaction.
Google Dialogflow – introduced an "AI Disclosure" feature that automatically informs about the use of artificial intelligence.

2. Updating terms and privacy policies

Companies should update their terms and conditions and privacy policies to clearly inform customers about the use of AI. An example is PKO BP, which added a clause in July 2026 regarding informing customers about the use of AI in account management.

3. Employee training

Customer service staff should be trained on the new regulations and ways to inform customers about AI interactions. Companies can take advantage of training programs offered by organizations such as the AI Compliance Hub.

4. Support for SMEs

Small and medium-sized enterprises can count on financial and advisory support to adapt to the new regulations. In Poland, assistance is offered by the Polish Agency for Enterprise Development (PARP), which provides grants for implementing solutions compliant with the AI Act.

How will the new regulations affect user experience?

Research shows that customers increasingly value transparency in their interactions with companies. According to the "AI Transparency Index 2026" report developed by Capgemini:

78% of consumers in the EU want to know if they are talking to an AI rather than a human.
62% believe that a lack of transparency reduces brand trust.

Companies that communicate these changes effectively can gain customer trust. An example is Netflix, which introduced an "AI-Recommended" label for personalized movie suggestions in July 2026. Similar solutions are already being used by Allegro, which has displayed the following message since August 1, 2026: *"Hi! I'm an AI assistant. Do you need help?"*.

At the same time, some companies may reduce the number of chatbots due to concerns about compliance and reputation. According to Gartner forecasts, up to 30% of companies may limit the use of AI in customer service following the introduction of the AI Act.

Are there similar regulations in other parts of the world?

The EU Artificial Intelligence Act is one of the most restrictive in the world, but other regions are also introducing regulations regarding AI transparency.

United States

In the US, there are no uniform federal regulations regarding AI, but some states, such as California, have introduced regulations requiring disclosure of automated decision-making (e.g., the California Consumer Privacy Act - CCPA). The "Algorithmic Accountability Act" of 2023 proposes a mandatory audit of AI systems but has not yet been adopted.

United Kingdom

In the UK, there are guidelines regarding AI transparency, but they are not legally binding. The Information Commissioner’s Office (ICO) issues recommendations for companies, but without sanctions for non-compliance.

China

China has introduced regulations requiring the labeling of AI-generated content (e.g., deepfakes), but these do not apply to chatbots. Regulations regarding automation primarily apply to the financial sector.

Comparing the regulations, the EU stands out for its most comprehensive approach to AI transparency, covering all sectors of the economy and providing for strict sanctions for violations.

Summary: What's next?

From August 2, 2026, companies operating on the EU market will be required to clearly inform users about interactions with artificial intelligence systems. The new regulations aim to increase transparency and trust in AI technology, but they require companies to make significant changes in how they communicate with customers.

Key steps for companies include:

analyzing areas where AI is used,
implementing tools for labeling AI-generated content,
updating terms and conditions and privacy policies,
training employees on the new regulations.

For consumers, this means greater control over who or what they are interacting with. For companies, it means the necessity to adapt to new requirements to avoid penalties and the loss of customer trust.

If you want to learn more about the impact of AI on the labor market, check out our article: AI in the EU labor market: Which jobs will disappear and which will emerge by 2030?. And if you are interested in how to choose compliance automation software, read: How to choose compliance automation software in 2026? A guide for companies.