The European Union (EU) has reached a historic deal to regulate the use of artificial intelligence (AI), with the provisional agreement set to be the world’s first such set of laws to govern the use of the technology.
Greenlit after a gruelling 36 hours of talks, EU negotiators reached a consensus on rules to regulate global, high-profile AI systems such as ChatGPT and facial recognition.
Although the European Parliament is due to vote on the proposals set out in the so-call ‘AI Act’ next year, any legislation set out in the plan will not come into effect until 2025.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The guidelines settled on by negotiators include provisions for safeguarding the use of AI technology within the European Union, as well restrictions on its future implementation by law enforcement agencies.
The EU’s legislation also enshrines consumer protections such as the right of individuals to launch complaints, and a fine structure for any potential violations. The UK, US and China are all currently developing their own AI guidelines.
The EU’s commissioner Thierry Breton has called the move “historic”, adding that it will help establish “clear rules for the use of AI”; whilst EU commission president Urusual Von Der Leyen described the act as: “unique legal framework for the development of AI you can trust”.



