AI-generated content: AI-generated content is text, images, audio or video created or changed by an AI system. The AI Act does not label all of it the same way: realistic images, audio and video (deepfakes) must be disclosed, and so must AI text published to inform the public on matters of public interest, unless a person reviewed it and someone holds editorial responsibility.
In plain words
Not every AI-written sentence needs a label. Realistic AI media does; AI-written news-style text on public matters does unless a person checked it.
What it means for a small business
Ordinary product descriptions, marketing emails and social captions written with AI are usually not "matters of public interest". Many businesses still mention their AI use on an AI-use page, which is good practice.
Example
ExampleA local shop uses AI to write product descriptions: usually no label needed. A local news site publishes AI-written articles about a council decision without editorial review: those must be disclosed.
Source
Regulation (EU) 2024/1689, the AI Act, Article 50(2) and 50(4), on EUR-Lex. This page explains the term in plain words; it is not legal advice.