EU AI Act: What E-commerce Teams Need to Know
Find out what the EU AI Act transparency and labeling rules mean for your e-commerce content and your brand, straight from an expert media lawyer.
September 10th, 2026 - 5pm CET - 11am ET - 8am PT
The EU AI Act is no longer theoretical. The transparency and labeling rules covering AI-generated content start applying on 2 August 2026. And if your team uses AI to generate product imagery or content, you need to be fully aware of the requirements and your duties to stay compliant.
If you're US-based but selling into the EU, this applies to you too.
Don't be intimidated, though - we've got you covered. This live session with Kelsey Farish, a media lawyer specializing in AI and digital law, will cut through the confusion and explain exactly what the Act means for your team, in plain language, with key takeaways you can put into practice.
Kelsey Farish
Katrine Rasmussen
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Learn moreHere is what you will learn
1
The EU AI Act applies far more broadly than most brands assume: what matters is not where a business is based, but where its content is seen. If the website is accessible to anyone physically located in the EU, the law applies, regardless of whether the company is domiciled in the US, UK, or elsewhere.
2
The Act itself is complex, but what it's trying to achieve comes down to three principles brands and their teams can keep front of mind. Stay human-centered and trustworthy, protect people from harmful effects, and keep transparency proportionate to actual risk and context.
3
Article 50 puts the disclosure duty on brands using AI, not the tool providers, and defines a "deepfake" broadly as AI-generated or manipulated content resembling a real person, object, place, entity or event. A label buried in the product description isn't enough.