Verslo žinios reports on how businesses will have to disclose AI-generated content starting August 2. Our co-founder Gediminas Buivydas explains why a platform automatically tagging content does not remove the legal duty to disclose it, and where over-labeling could backfire.
Verslo žinios reports on what changes for Lithuanian business once the EU AI Act's transparency requirements take effect on August 2nd: companies will have to disclose AI-generated content and inform users when they are interacting with AI. The article features lawyer Rokas Venslauskas, our co-founder Gediminas Buivydas, and representatives from several Lithuanian e-commerce and travel businesses.
From August 2nd, users will need to know when they're talking to a chatbot rather than a person, and deepfake content and emotion-recognition systems based on biometric data will need to be disclosed. Buivydas clarifies one detail: only the machine-readable label, a technical "watermark" embedded in the file, has been pushed to December, and that delay applies only to systems that were already on the market before August. For any new system built after August 2nd, 2026, the requirement applies immediately.
The article notes that some platforms, including LinkedIn, Meta's apps, TikTok and YouTube, already apply their own AI labeling. But Buivydas stresses that a platform's own label doesn't relieve the author of the duty to disclose AI involvement themselves. These systems rely on metadata, which can be stripped out or "humanized" away, so automated detection isn't and can't be 100% reliable.
One of the more practical points in the article: Buivydas explains that the law's logic isn't "label everything," it's "label where a person could actually be misled." Everyday internal work correspondence generally doesn't fall into that category, though he notes that, culturally, we're still at the very beginning, a shared norm for when and how to disclose AI involvement is only starting to form.
The article repeats Buivydas's point about over-labeling: if a "made with AI" tag shows up at every single step, users may simply stop wanting to use AI solutions at all, which would hurt the technology itself, not just the regulation around it.
Read the full article, including comments from Lithuanian businesses on how they're actually preparing for the transparency requirements, on Verslo žinios.
If you want to work out how to apply these transparency requirements to your own organization in practice, book a free 30-minute consultation.