Everything you need to know about the new AI Act
It’s finally here. As of 1 August 2024, the AI Act has come into effect. A European law that sets out which AI applications you are allowed to use and under what conditions.
Now is the time to prepare your organisation for these new rules. The AI Act will be rolled out in phases, and in this blog we focus on the first phase, which needs to completed before 1 February 2025. Read on to find out about the steps you need to take now.
What is the AI Act?
The AI Act is designed to protect European citizens from the potential risks associated with generative AI. The Act categorises AI applications into four risk levels: unacceptable, high, limited and minimal risk.
Each risk category comes with specific rules and obligations. Applications that could endanger the rights and safety of citizens are given special attention and are subject to strict regulation.
The AI Act risk categories
As mentioned above, the AI Act divides AI applications into 4 risk categories based on the potential threat they pose to society. Here is a more detailed explanation of each category:
AI with unacceptable risk
This category includes AI that poses a direct threat to citizens’ rights and freedoms, and is therefore prohibited. An example would be AI that assigns social scores based on an individual’s financial situation, something reminiscent of scenarios from the TV series Black Mirror.
High-risk AI
AI in this category can potentially harm citizen’s rights, health or safety. Its use is permitted only under strict conditions, such as human supervision. An example is AI that evaluates job applicants based on their background.
AI with limited risk
These AI systems can mislead citizens, such as by mimicking human behaviour. Their use is allowed, provided it is clearly disclosed that the user is interacting with AI and that they understand what data the AI relies on. An example of this would be chatbots.
AI with minimal risk
This category includes AI systems that pose little to no risk to citizens. They are free to use without restrictions. Examples include spam filters in e-mail programs.
Where do you start?
The first step is to inventory all the AI applications your organisation currently uses. This includes not only standalone AI tools, but also AI integrated into other software, such as content management systems (CMS) or marketing platforms. Once you have a comprehensive overview, determine which risk category each application falls into according to the AI Act.
If you are using AI systems that are considered ‘unacceptable’ – such as those used for social scoring or manipulative technologies – you must phase them out by 1 February 2025. This means you must either discontinue these applications entirely, replace them with ethical alternatives, or revert to human-led processes.
How to proceed
Complying with the AI Act can be challenging, especially if you are deploying multiple AI applications that fall into different risk categories. That’s why it’s crucial to create a clear plan now to ensure both initial and ongoing compliance. This may involve revising certain processes, implementing new tools or training employees on how to use AI responsibly.
Why this moment is critical
Failure to comply with the AI Act can result not only in substantial fines, but also in significant reputational damage. As consumers become increasingly aware of ethical business practices, it is essential to ensure that your organisation not only adheres to the law, but is also perceived to be trustworthy and responsible.
Taking it a step further: exploring the possibilities together
We understand that it can be difficult to know exactly which steps to take. That’s why we offer a no-obligation meeting to help you explore with you how to use AI responsibly and effectively within your marketing department. During this session, we can discuss which AI tools are suited for your specific needs and how to stay compliant with the new legislation.
Imagine your marketing team using AI tools that not only comply with the AI Act, but also help you achieve your marketing goals more quickly and efficiently. We’re here to help you explore these opportunities and develop a customised plan.
Interested in a free consultation?
Would you like to learn how AI can enhance your marketing efforts while ensuring compliance with the new regulations?
Schedule a no-obligation consultation with us today. We are here to support you through this transition and ensure your organisation is fully prepared for the future.
Let’s talk!
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