Starting Sunday, conversations with chatbots, AI-generated photos or videos, and AI receptionists must immediately make clear that the system is artificial intelligence rather than a human.

The requirement comes from the European Union’s AI Act, the world’s first comprehensive law regulating the development and use of AI systems. The law took effect two years ago and is now being phased in. The stricter transparency rules that took effect Sunday are one of those stages.

AI receptionists illustrate the systems now covered. They are used more often to answer phones, including at Fraai Tandartsen in Rotterdam. Since last summer, patients there first reach “Eva,” a virtual AI assistant.

“I initially had my reservations," dentist-implantologist Stefan Peulen told NOS. “But I had no choice due to a staff shortage, particularly of reception assistants.” Peulen worked with Anwar Sahraoui of Voicelabs to adapt an existing AI assistant for the dental market under the name Voicelabs Dental.

“Meanwhile, the AI assistant does everything a ‘normal’ assistant also does, but then 24 hours a day, 7 days a week, without vacation and always present,” Peulen told the newspaper. The system also lets him treat more patients because Eva optimally schedules his appointments.

Patients sometimes need time to adjust. “At first I didn’t know what hit me,” said one patient in the waiting room. “But I’m amazed by her politeness and that she understands everything. I’m happy with it, but I do find it a shame that I no longer speak to a person.”

Peulen said a handful of clients still prefer to speak with a staff member and stressed that option remains available.

Sahraoui from Voicelabs also noted that customers need time to adapt. “Ultimately, companies themselves must determine whether they need efficiency or rather coziness,” he said, adding partly in jest that “an AI assistant can also be cozy.”

He expects the technology to spread across many sectors. “Especially places where many routine tasks are performed can be automated with AI,” Sahraoui said. He supports the new EU transparency rules: “Ultimately, the AI assistant must also earn its place; you don’t want to mislead your customers.”

Some people view an AI telephone operator as another barrier—after chatbots and email—before reaching a human staff member. Sahraoui sees it as an improvement. “Previously patients called and had to wait in line or got a voicemail; now the phone is answered immediately,” he said.

Companies using Voicelabs must enter a transfer number so callers can still reach a person.

Existing AI systems have until Dec. 2 to make the required changes. New AI applications must meet the stricter transparency requirements immediately from this coming month.

The rules apply to all interaction with an AI system. “So also, for example, commercials on TV made with the help of artificial intelligence,” a spokesperson for the Dutch Data Protection Authority said.

How the AI is used matters. Supermarket chain Aldi said its AI-generated voice needs no marking “because the script of the commercial is written by a human and is only spoken with the help of AI.” When AI is used to create photos in its ads, the company will add an AI marking. The Data Protection Authority confirmed that approach aligns with the new rules.