The Sales edition
The AI news of that week, in plain language.
This week: a new law that also affects how you talk to customers, scammers who call as 'your boss' with a fake voice, and the question of whether you still show up in AI answers.
The AI Act starts enforcing: if you send customers a chatbot or AI text, you must be open about it
From 2 August 2026, it must be clear when a customer is dealing with AI. That includes your emails and chats too.
The European AI Act is entering a new phase. From 2 August 2026, you must make it clear to customers when they are talking to AI or reading AI text. A chatbot on your site must reveal itself as AI. AI content must be recognisable to the person receiving it. The Dutch Data Protection Authority advises companies to make this visible, not tucked away in the small print. Fines can reach up to 15 million euros or 3% of annual turnover.
Background for subscribersGo through your own customer contact this week. Do you have a chatbot on your site or in your email? It must reveal itself as AI. Do you forward AI texts to prospects? Then that must be recognisable to the person receiving it. You do not need to overhaul your pipeline, but you must be able to show where and how you use AI. If you are unsure about your licence or chatbot, ask your administrator. That way you avoid hassle and keep your customer's trust, because that is ultimately what your deals run on.
Dutch DPA: report AI use visibly, not in the small print
The Dutch Data Protection Authority points out that the new transparency rules really apply from 2 August. A chatbot must be clearly presented as AI, and AI content must be recognisable to the person receiving it. The authority advises companies to sign the European code of practice and get their processes in order.
Background for subscribersThis is a taster.
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