People increasingly want — and are sometimes legally entitled — to know when AI is involved.
When Disclosure Matters
- Chatbots and voice assistants people might mistake for humans.
- AI-generated or significantly altered images, audio and video.
- Automated decisions affecting people's rights or opportunities.
- AI-generated content in news, reviews or professional advice.
How to Disclose
- Clear, timely notices — at the start of a conversation, next to content.
- Plain language, not buried in terms and conditions.
- Explain what the AI does and how to reach a person.
Legal Requirements
Some laws require disclosure of chatbots, deepfakes or automated decision-making. Requirements vary by jurisdiction and are expanding.
Beyond Compliance
Transparency builds trust. Hidden AI use discovered later damages it.
Internal Transparency
Employees should know when AI tools are used in processes affecting them, such as performance or scheduling.
Content Labelling
Use provenance standards and watermarks where available, and preserve metadata.