Understanding the Impact of the EU AI Act on Generative AI

Understanding the Impact of the EU AI Act on Generative AI

Understanding the Impact of the EU AI Act on Generative AI

October 22, 2023

October 22, 2023

October 22, 2023

In recent years, generative AI has revolutionized the way we interact with technology, from chatbots that can hold human-like conversations to deepfake videos that can convincingly alter reality. However, as this technology continues to evolve, so do concerns about its ethical implications and potential misuse. To address these concerns, the European Union (EU) has introduced the AI Act, a groundbreaking legislation aimed at regulating and governing AI systems, including generative AI. In this article, we delve into the EU AI Act and explore its impact on generative AI. We will examine the key provisions of the act and how they specifically apply to generative AI technologies. From ensuring transparency and accountability to preventing bias and discrimination, the AI Act sets a precedent for responsible and ethical AI development. By understanding the implications of the EU AI Act on generative AI, businesses and developers can navigate the regulatory landscape and foster innovation while ensuring the responsible and ethical use of these powerful technologies. Join us as we unpack the EU AI Act and its impact on the future of generative AI.

What is generative AI?

Generative AI refers to a subset of artificial intelligence that focuses on creating new and original content, such as images, text, or even music. Unlike traditional AI models that rely on pre-existing data, generative AI has the ability to generate unique and creative outputs based on learned patterns. Generative AI models, often powered by deep learning algorithms, work by analyzing large datasets and learning the underlying patterns, allowing them to generate new content that is similar to the data they have been trained on. This technology has seen significant advancements in recent years and has been applied in various fields, including art, entertainment, and marketing. While generative AI has enormous potential, it also raises concerns about the ethical implications of creating content that can be indistinguishable from human-made content. Deepfake videos, for example, have sparked debates about misinformation, privacy, and the potential for misuse. It is these concerns that the EU AI Act aims to address.

Read Melissa Heikkilä, MIT Technology Review’s senior reporter for AI provide an overview of the unforeseen consequences that might come from one of the hottest areas of AI: text-to-image generation.

The potential of generative AI

Generative AI holds immense potential for revolutionizing various industries and improving the way we interact with technology. In the world of marketing, for instance, generative AI can be used to create personalized content at scale, enabling businesses to deliver customized messages to their target audience. This can lead to more engaging and effective marketing campaigns, ultimately driving better results. In the field of art, generative AI has opened up new possibilities for creativity. Artists can now use AI-powered tools to generate new ideas, explore different artistic styles, and push the boundaries of traditional art forms. This intersection of technology and art has resulted in groundbreaking collaborations and innovative artistic expressions. Moreover, generative AI has the potential to enhance decision-making processes by providing valuable insights and predictions. For instance, in healthcare, AI models can analyze medical records and genetic data to identify patterns and predict disease outcomes, leading to more accurate diagnoses and personalized treatments. However, with great power comes great responsibility. The ethical implications of generative AI cannot be ignored, and that is where the EU AI Act comes into play.

Read out EU AI Act FAQ if you wish to learn more.

Challenges and concerns surrounding generative AI

As generative AI becomes more sophisticated, concerns about its potential misuse and ethical implications have grown. One of the primary concerns is the creation of deepfake videos, which can be used to manipulate and deceive the public. These videos have the potential to spread misinformation, damage reputations, and even incite violence. Another concern is the potential for bias and discrimination in generative AI systems. AI models are only as good as the data they are trained on, and if the training data is biased, the AI system may perpetuate and amplify those biases. This can have serious consequences, particularly in areas such as hiring, lending, and criminal justice, where biased AI systems can perpetuate systemic inequalities. Additionally, there are concerns about the lack of transparency and accountability in generative AI. Unlike traditional software systems, generative AI models are often considered "black boxes," meaning it is difficult to understand how they arrive at their outputs. This lack of transparency can make it challenging to identify and address any potential biases or errors in the system. To address these challenges and concerns, the European Union has introduced the AI Act.

Read how the new proposals in the EU AI Act are aimed at curbing risks from generative AI applications.

Overview of the EU AI Act

The EU AI Act is a comprehensive legislative framework that aims to regulate and govern the development, deployment, and use of AI systems within the European Union. It sets out clear rules and obligations for AI developers and users, with the goal of ensuring the responsible and ethical use of AI technologies. One of the key provisions of the AI Act is the establishment of a risk-based approach to AI regulation. The act classifies AI systems into four categories based on their potential risk: unacceptable risk, high risk, limited risk, and minimal risk. Generative AI systems, given their potential for misuse and ethical concerns, would likely fall under the high-risk category. The AI Act also emphasizes the importance of transparency and accountability in AI systems. It requires AI developers to provide clear information about the capabilities and limitations of their systems, ensuring that users have a clear understanding of what the AI system can and cannot do. Additionally, the act introduces certification requirements for high-risk AI systems, ensuring that they meet strict technical and ethical standards. Moreover, the AI Act addresses the issue of bias and discrimination in AI systems. It prohibits the use of AI systems that manipulate human behavior or exploit vulnerabilities, ensuring that AI technologies are developed and used in a way that respects fundamental rights and values.

Wish to get a quick overview of the EU AI Act?? Read our review of the three free courses you could utilise.

Impact of the EU AI Act on generative AI

The EU AI Act has significant implications for generative AI technologies. As generative AI systems are classified as high-risk AI systems, developers and users will be subject to stricter regulations and compliance requirements.

We describe the classification of AI systems as per the guidelines in our blog on cap AI, click to read.

One of the key impacts of the AI Act is the requirement for transparency in generative AI systems. Developers will need to ensure that their AI systems are transparent and explainable, allowing users to understand how the system arrives at its outputs. This transparency requirement aims to address concerns about the potential manipulation and deception that can be facilitated by generative AI. The AI Act also introduces obligations for AI developers to conduct thorough risk assessments and put in place appropriate risk mitigation measures. This includes measures to prevent bias and discrimination in generative AI systems, ensuring that the outputs generated by these systems are fair and unbiased. Furthermore, the AI Act emphasizes the importance of human oversight in AI systems. It requires that high-risk AI systems have appropriate human-in-the-loop mechanisms, allowing human intervention and control over the outputs of the AI system. This human oversight is crucial in ensuring that generative AI systems are used responsibly and ethically.


The EU AI Act represents a significant milestone in the regulation of AI systems, including generative AI. By addressing concerns about transparency, bias, and accountability, the AI Act sets a precedent for responsible and ethical AI development. While compliance with the act may pose challenges for businesses using generative AI, it also provides opportunities to build trust, foster innovation, and ensure the responsible and ethical use of these powerful technologies. As generative AI continues to evolve and reshape various industries, it is crucial for businesses and developers to stay informed about the regulatory landscape and adapt their strategies and processes accordingly. By understanding the implications of the EU AI Act on generative AI, businesses can navigate the complex interplay between technology, ethics, and regulation, ultimately fostering innovation while upholding the values of transparency, fairness, and accountability.

Find out if your business is ready for compliance by using our free assessment tool.