AI is already part of many content workflows. The harder question is whether, where and how its involvement should be disclosed.

New transparency requirements under the EU AI Act have prompted strong reactions, new tools and plenty of uncertainty. The rules are narrower than some headlines suggest, while important practical questions remain unresolved: Should the label apply to a paragraph, a page or an entire website? What about translated or AI-assisted content? And when is human editorial oversight enough?

Article 50’s disclosure requirements have applied since 2 August 2026. For content teams, this makes disclosure a current publishing question: which content falls within scope, how is it reviewed and who takes responsibility for publication?

In a recent members’ call, Martin Michalik, CPTO at Kontent.ai, helped bring some perspective to the debate.