With new European regulations on the use of artificial intelligence coming into force and the AI Act moving forward, companies are entering an entirely new phase. Until now, attention has focused on how generative tools are used to create text or images at low cost. Institutions are now requiring a fundamental element that changes the situation: algorithmic transparency.
What does this regulatory shift mean? It means that online communication will no longer be a “free zone.” Brands will be expected to state increasingly clearly when and how they use AI to create content and manage interactions with users. This is not simply about adding a technical label to avoid penalties, but about understanding how audiences react to automated messages: transparency becomes a real factor in trust and reputation.
For businesses, the impact therefore directly affects content strategy and risk management. Those who publish synthetic content without editorial oversight or a clear disclosure risk not only regulatory challenges but an immediate loss of credibility with customers and the media.
Smartitaly’s role in this context is to support companies in anticipating these regulatory changes, turning compliance obligations into added value through greater market trust. In the coming days, we will present our first in-depth research report for companies and communications managers, examining how the AI Act will redefine corporate communication strategies.
Authors
Riccardo Fortuna
Junior Consultant