Marketing edition
This week: the EU rules for AI content are getting concrete, and three platforms give you AI that holds your brand together rather than flattening it.
Labelling AI content is now your job too, not just the job of the big tech companies
The European Commission makes it clear: the transparency rules apply to the marketer who makes a single AI video too.
The EU AI Act's transparency rules have applied since 2 August 2026. The European Commission now stresses that they are not only for large tech companies. Designers, advertisers, and media companies that send AI content to EU citizens are also covered. If you produce a fully AI-generated video, even for internal use, it must carry a visible label. Systems that were already on the market before 2 August have a transition period until December 2026.
Background for subscribersFrom 2 August 2026, you as a marketer are responsible for labelling fully AI-generated content, even when you are working for a client. Make a brief decision point part of your workflow: was this piece of content made entirely by AI? If so, label it. Record that in your client agreements too, so it is clear who is responsible for what. Bear in mind that labelling and copyright are two separate things: you can label correctly and still have no ownership right over the image.
AI images must be recognisable as such, and copyright is not automatic
Since 2 August 2026, AI-generated images must be recognisable as artificial. Under Dutch law, you only get copyright on an AI image if you can show that you made enough of your own creative choices. For anyone using AI images for clients, watermarks, C2PA metadata, and provenance transparency are becoming increasingly important from a legal point of view. C2PA metadata is a technical standard that records how and where an image was created.
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