What is the Artificial Intelligence Act?

The AI Act is the first comprehensive legal framework in the European Union dedicated to artificial intelligence. It lays down clear rules for all entities involved in using this technology. While AI brings significant economic, social, and environmental benefits, its uncontrolled use can create risks. For this reason, the European Union aims for the development of artificial intelligence to be human-centered, with the primary objective of enhancing welfare and protecting fundamental rights.

To whom does the new law apply? 

The Act is addressed to anyone involved in the development, distribution, or use of AI systems in the European Union and Switzerland. This includes suppliers, developers, importers, distributors, manufacturers, authorized representatives outside the EU, and persons affected by the use of these systems.

The law regulates how AI systems can be placed on the market, used, or developed, prohibiting certain practices and imposing strict requirements depending on the technology's level of risk.

Classifying AI systems based on risk levels

The Act is based on a classification system that assesses the risks that AI technologies may pose to humans:

• Systems with minimal risk include ordinary applications that pose no danger to users. They only have to comply with a voluntary code of conduct;

• Systems with limited risk, such as chatbots or virtual assistants, must inform users that they are interacting with an AI system;

• High-risk systems are permitted, but strict rules must be adhered to, including a compliance assessment and registration in a European database. They are used in critical infrastructure, education, recruitment, or justice areas, which can affect fundamental rights;

• Unacceptable risk systems are completely banned. This includes manipulating user behavior, exploiting vulnerabilities, and using social scores, facial recognition databases, or biometric identification systems in public spaces.

Stages of implementation

The Act will be implemented in four stages after publication in the Official Journal of the European Union:

• 6 months after publication, the bans enter into force;

• After 12 months, the rules for General Purpose Artificial Intelligence (GPAI) models apply;

• 24 months: rules for high-risk systems enter into force;

• 36 months: all provisions of the Act become mandatory.

The European Union's Artificial Intelligence Act is a significant initiative to regulate this technology in a way that protects citizens and sets high ethical standards. By 2026, when the law is fully implemented, EU companies must comply with the new requirements or face consequences, including significant financial penalties.

The AI Act and its impact on communication

The adoption of the AI Act will profoundly influence not only technological development but also the way companies communicate. Complying with legal requirements from a technical standpoint will not be enough. Companies must now transparently communicate how the technologies they use work and what impact they have on users.

Transparency, an essential principle in the technology industry, will take on a new dimension. Companies must clearly explain the technology behind their solutions, demonstrate honesty and accountability, and gain public trust.

This communication becomes even more critical for companies whose products or services are classified as 'high risk.' Clear explanations of technological concepts and public education will be essential to prevent misunderstandings, reluctance, or loss of trust. Users need to be informed and confident that their rights are respected.

June Communications, a trusted partner for companies 

June Communications collaborates with companies in the IT and software sectors that are directly impacted by the AI Act. These include IT Smart Systems, a trusted partner in digital transformation, and Altamira Software, the company that leverages technology to create a strategic business advantage.

Our agency offers a comprehensive range of B2B marketing and communications services to industry companies. These include PR and Communications services, Email Marketing and Content, Social Media and Media Takeovers, or Strategic Communications.

June Communications helps companies strengthen their brand through a strategic mix of PR, digital marketing, social media, content, and integrated operational support.