Provider: A provider develops an AI system or a general-purpose AI model, or has one developed, and places it on the market or puts it into service under its own name or trademark, whether for payment or free of charge.
In plain words
The provider is the maker. Companies that build AI models and the companies that sell chatbot software are providers.
What it means for a small business
Most small businesses are not providers. But if you build your own chatbot on top of an AI model and run it on your website under your name, you may count as the provider of that chatbot, and the duty to design it so people know it is an AI then sits with you.
Example
ExampleA web agency builds a custom AI chatbot and sells it to its clients under the agency's brand. The agency is the provider; each client using it is a deployer.
Source
Regulation (EU) 2024/1689, the AI Act, Article 3(3), on EUR-Lex. This page explains the term in plain words; it is not legal advice.