As providers and deployers of generative artificial intelligence systems will have to comply with the transparency obligations set out in the new AI Act from 2 August, the European Commission has today published a “Code of Practice” on the marking and labelling of AI-generated content. Under the new law, content of public interest produced by AI must be labelled, and users must be informed when they are interacting with an interactive AI system, such as a chatbot. The text published today includes a section for “providers” of generative AI systems and another for “deployers” of these systems. As it is voluntary, the Code is now open for signatures. The Commission will also publish guidelines to help suppliers and deployers meet the transparency requirements of the new rules. “Europeans have a right to know whether what they see, hear or read has been made or altered by AI, especially when such content can shape public debate”, underlined Henna Virkkunen, Executive Vice-President for Tech Sovereignty, because “transparency is how we protect trust”.