![AI](/sites/default/files/styles/ratio_1_1_medium/public/2026-08/iStock-2239479038.jpg.webp?h=28dbac0d&itok=Mb7gFhBv) [\#Chatbot](/en/news?topic%5B1897%5D=1897) [\#AI](/en/news?topic%5B1456%5D=1456) [\#Digitalisation](/en/news?topic%5B1898%5D=1898)# EU AI Act: Is your chatbot ready for the new transparency rules?

 18/08/2026 | Reading time: 2 minutes 

 

 ![Wim Vanhoorne](/sites/default/files/styles/ratio_1_1/public/2026-03/Wim%20Vanhoorne-6317%20HR.jpg?h=9c956ff3&itok=r3vqOw6S)

Wim Vanhoorne

Senior Principal Advisory

 

 [Contact](/en/contact) 

 

 

 

 

 
While everyone was talking about the delay to the "high-risk" AI rules, something else quietly came into force on 2 August: Article 50 of the EU AI Act. And it affects almost every Belgian SME that uses a chatbot, AI-powered customer service or AI-generated content. These obligations are no longer a matter for the future: they already apply today.

 

 

 

## What exactly has changed?

Four obligations have applied across the EU since yesterday, without a transition period:

1. **Your chatbot must make it clear that it is a chatbot.** Unless this is already obvious, every AI assistant must inform customers that they are interacting with AI, not a human.
2. **AI-generated content must be marked as such.** Images, video, audio or text created using AI must be identifiable as "artificial" in a machine-readable format. This also applies to your marketing visuals or product images.
3. **Using emotion recognition or biometric categorisation?** You must explicitly inform users.
4. **Publishing deepfakes?** They must be clearly labelled, unless they are obviously creative or satirical works.

The fines are significant: up to €15 million or 3% of your worldwide turnover.

## Why this affects SMEs, not just tech companies

You do not have to be an AI company to be affected. An online shop with a chatbot widget, a service provider using AI for customer service or a marketing agency using AI-generated images: all of these fall within the scope. And most standard tools, such as chatbot plugins and customer service bots, do not yet handle these requirements correctly by default.

## What you should do this week

1. **Take stock.** Which AI tools interact directly with your customers: chatbots, voice assistants, generated content or recommendation engines?
2. **Check the disclosure.** Does your chatbot explicitly state that it is AI at the start of every conversation?
3. **Check your content tools.** Do you generate images, videos or text using AI for external communications? If so, they must be labelled accordingly. Ask your provider whether this happens automatically.
4. **Document it in writing.** Do not just take the necessary steps. Keep a record of what you have done. In the event of an inspection, you need to be able to demonstrate compliance.
5. **Appoint one person responsible.** Someone should follow this up whenever a new AI tool is introduced. Otherwise, it risks slipping to the bottom of the priority list.

## And the good news: you do not have to pay for everything yourself

Since 1 February 2026, the advisory component of the Flemish SME e-wallet has largely been abolished, but **training remains subsidised**: 30% for small enterprises and 20% for medium-sized enterprises, up to €7,500 per year. A well-designed AI compliance programme, provided as training through a registered service provider, can therefore be largely funded through this scheme.

 

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### Wim Vanhoorne

Senior Principal Advisory

 

 

  ](/en/contact)

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