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When should you disclose the use of AI in advertising?

Grégory Marchandise, UBA Domain lead Data & Technology and Content
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Artificial Intelligence is everywhere in advertising creation: images, videos, text, audio, chatbots, personalisation… But when do you need to indicate that content has been created or modified with AI? Here is an update on obligations that are already clear (deepfakes, virtual interactions) and on future transparency recommendations in Belgium and at European level.

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