EU AI Act: What The New Rules Mean For Businesses

Using AI for content, marketing or customer service?

If your business uses AI to create content, run marketing campaigns, or communicate with customers, some of these activities may now fall within the EU AI Act. The requirements depend on the tool being used, how it is used, and who interacts with it.

The EU Artificial Intelligence Act, Regulation (EU) 2024/1689, sets common rules for AI across the European Union. It entered into force on 1 August 2024 and became applicable on 2 August 2026, although some obligations took effect earlier. These include rules on prohibited AI practices, AI literacy, governance, and general-purpose AI models.

For businesses in Cyprus and across the EU, the first step is to look at how AI is actually being used. A customer chatbot, AI-generated marketing material, or an internal AI tool may raise different requirements concerning transparency, oversight, and internal procedures.