As of August 2026, the EU AI Act's transparency rules are enforceable. If your marketing uses AI — a website chatbot, AI-generated images, AI-drafted copy — the rules apply to you. The good news: if you run it on Corally, most of the work is already done.
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What changed
Article 50 of the EU AI Act sets transparency obligations for AI that interacts with people or creates content. For marketing, two things matter most:
- Chatbots must disclose they are AI. When a visitor chats with a bot, it has to be clear they aren't talking to a human — unless it's obvious.
- AI-generated images must be machine-readably marked as synthetic, so platforms and systems can recognise them as AI-made.
The Act also bans certain practices outright (for example, detecting employees' emotions in the workplace), and the heavier "high-risk" obligations for workforce-related use only arrive in December 2027.
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How Corally handles it
We built transparency into Corally's AI features, so you don't have to engineer it yourself:
- The chat widget always identifies as AI. Every embedded widget shows a permanent "AI assistant" label throughout the conversation, in the right language. It can't be hidden or reworded — it's a legal disclosure.
- AI images are marked automatically. Every image Corally generates gets embedded, standard machine-readable provenance metadata (the same signal Google and Meta use for AI content). It's invisible — no watermark on your brand visuals — and travels with the file wherever it goes. A clear "Made with AI" note also appears at generation time.
- AI suggests, humans decide. Corally's agents and content tools produce drafts and suggestions — they never publish on their own. You approve content before it ships. That "human in the loop" principle is both good marketing and aligned with the Act.
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Focus on marketing — we'll handle the transparency
The EU AI Act isn't a barrier to using AI in marketing; it's a foundation for trust. When your tools openly say they're AI and mark what they create, your audience trusts you more.
In Corally, that's already built in. Want to see it in action? Start from €19/mo →
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