The European Union on Sunday will start to enforce new transparency rules for content and interactive systems created with artificial intelligence (AI), according to the article. European Commission Vice President Henna Virkkunen said on Friday that "AI is a transformative technology that can bring extraordinary benefits to our people and businesses," but added that "harms can occur if AI is not properly designed and used and the most advanced models create risks on an entirely new scale." Under the EU AI Act, deepfakes and other AI-generated content will have to be labelled, and users will have to be informed when they interact with an AI system. As a first step, the new measure will apply to new generative AI systems placed on the market after Sunday, while some transparency obligations for existing systems will take effect on December 2. The commission said the new rules aim "to reduce deception and manipulation and help people make informed choices." A voluntary code of conduct for marking and labelling content created by AI, published by the commission in June, has so far been signed by more than 180 organizations.