EU AI Act introduces mandatory symbols for AI‑generated content

The European Union’s AI Act will require new symbols to label content that is fully generated by artificial intelligence or partially altered using AI. While the symbols themselves are voluntary, the transparency obligations in Article 50 become binding for the covered cases. Companies must ensure that AI‑created images, videos, audio and text are clearly marked for users, and they remain responsible for checking rights such as privacy, copyright and data protection.

In an interview, Max Maurischat, CEO of SQUAREVEST AG, explained how the rules affect media organisations, digital platforms and marketing teams. He stressed that the symbols help users recognise AI content but do not replace legal responsibility.

The upcoming compliance deadline is 2 August 2026, when the transparency duties apply to any AI use. Adobe Firefly, which is trained on licensed stock and public‑domain material, automatically attaches content‑credentials that align with the EU labeling logic. By contrast, Midjourney does not provide such a safeguard and is currently involved in a copyright dispute. The provider‑level watermark requirement has been postponed to December 2026.