Makes sense. Same as "Made in XXX" label. Users have the right to know where the product was made and how synthetic the product is.

"It is a matter not only of customer protection, it’s also a matter of democracy protection."

Ensuring democracy by selectively censoring. I feel safer already.

I better put AI label on every video I make as there is already AI in the supply chain of all the tech I use. All content contains AI now.

Let's talk about AI commissars who will decide which company will survive. In fact, let's create a few an NGOs to help! NGO will tell commissar what he wants to hear, NGO will get rewarded and allowed to exist!

I doubt EU will survive the next decade or two without major crisis or war tbh.

Edit: Instead of downvoting, how about you try retorting? I don't think I'm incorrect here. But maybe I am!

Another step to make users dumb and blindly trusting of their regulators. I don't opose labeling AI content, I opose mandating it and giving users the false confidence that something without label is legit.

If you have issues with having to label your GenAI slop as "AI made", I'm going to assume you are not trustworthy. Just label it.

What is the definition of "authentic looking?"

EU once again at the frontier of AI.. regulation.

Hard to assess what this rule will actually accomplish. Ultimately AI will be involved in all creative processes going forward, so all pieces of media will have at least some basic AI disclaimer. At the same time, the bad actors that the EU is so paranoid about (Russians secretly undermining our democracy and other boogeymen) will obviously not use the label.

But it's another tool in the EU's toolkit to arbitrarily enforce fines on big tech when politically convenient, of course. That's one thing we remain good at.

My biggest problem with this is that this regulation is only aimed at AI. It should be much broader and include any technology that can be used to make 'authentic-looking' content. Why should someone who's good at Photoshop or VFX be allowed to share fake stuff as real, but not someone who's good with AI?

For many years we've been aware that edited models on magazine covers, Instagram and in ads are negatively impacting the well-being of (young) people, but we've never done anything about that. I consider this regulation incredibly hypocritical and full on populist because 'AI BAD!' and nothing else.

It won't work.

Most of the media you see in the near future (if not already) is going to be at least AI assisted. They're going to be overloaded by reports of AI generation not labeled as AI.

I'm also curious, what about AI assisted media? If a company writes a full article, then uses AI to edit it a bit, does that need to be labeled?

This misses the forest for the trees. The important question is digital provenance so you can verify it came from the entity it claims; whether the entity you trust used AI is not the point. Plenty of people were not to be trusted before, only the EU would insist you trust and distrust who they say you should.