Deployer: A deployer is any person, company or public body that uses an AI system under its authority, except for purely personal, non-professional use. Under the AI Act, most small businesses that use AI are deployers.
In plain words
The deployer is the user, in a work setting. The provider makes the AI; the deployer puts it to work.
What it means for a small business
As a deployer, you must label deepfakes you publish, disclose AI-written text published to inform the public on matters of public interest unless a person reviewed it, and look after your staff's AI literacy. Check too that your chatbot tells people it is an AI: the duty sits mainly with its provider, but your customers see your website.
Example
ExampleA dental practice adds an AI booking assistant to its website and uses an AI tool for social media images. The practice is a deployer of both.
Source
Regulation (EU) 2024/1689, the AI Act, Article 3(4), on EUR-Lex. This page explains the term in plain words; it is not legal advice.