In brief: According to an itwelt.at commentary, the AI content labelling obligation in force since August 2 only builds genuine trust if companies can verifiably document their use of AI – otherwise the label risks the fate of a devalued organic seal.
Since August 2, AI-generated content and interactions must be identifiable as such under the EU AI Act. A commentary from itwelt.at draws a comparison to the organic seal: a label alone only creates trust if companies can also prove when and how AI was actually used.
August 2 marks the entry into force of a EU AI Act requirement stipulating that AI-generated content and interactions must be recognisable to users. The commentary on itwelt.at contextualises this transparency obligation and draws a parallel to the development of the organic seal: a label is only as credible as the traceability behind it. Anyone labelling a product as “organic” must, if in doubt, be able to prove it – analogously, companies face the question of how they document the use of AI in content and customer interactions.
For compliance officers within companies, this means: a simple label stating “This was created by AI” may suffice as a formality, but without verifiability it has little effect in building external trust. The commentary implicitly warns of a development in which the AI label degenerates into a mere symbol that carries little weight without robust processes behind it – comparable to the criticism organic seals have faced over time when certification standards were perceived as too lax.
In practice, this means companies should go beyond the mere labelling obligation and establish internal processes documenting when, where, and to what extent AI systems were involved in creating content or in customer interactions. Only this way can it be proven, in the event of a dispute or a regulatory audit, that the labelling was carried out correctly and completely. The article does not provide detailed technical or legal specifications on this, but instead frames the question as a fundamental decision on how seriously companies take the new transparency obligation.
Source: itwelt.at · Published August 4, 2026
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