AI Act Guide

If you have an AI chatbot on your website, visitors must know they're talking to a computer. This is one of the most common AI Act obligations for webshops — and luckily one of the easiest to fix.

Do you use AI for product descriptions, blogs or images? A label is not always required. The AI Act distinguishes between makers of AI tools and users such as web shops.

The AI Act bans certain AI applications outright: social scoring, subliminal manipulation, emotion recognition in the workplace and scraping faces for databases. The fine: up to 7% of annual turnover.

Article 4 obliges organisations to give staff who work with AI sufficient knowledge. It has been in force since February 2025 and is the most underestimated obligation in the AI Act.

Does your web shop show 'recommended products' or 'customers also bought'? The AI Act does not require you to explain this. Online platforms are covered by the Digital Services Act.

AI for credit scoring, insurance, HR decisions or recruitment is high-risk. The obligations are heavy: conformity assessment, logging, human oversight and impact assessments.

AI-driven pricing is not prohibited, but it becomes so if it exploits vulnerable groups or manipulates people subconsciously. Personalised prices must also be disclosed (consumer law).

Do you use AI for tracking or personalisation? The rules for this do not come from the AI Act but from the GDPR and the cookie rules (ePrivacy). They already apply.

Emotion recognition in the workplace is prohibited. On customers it is high-risk: only allowed with transparency and an opt-out. The difference is the context.