The EU is forcing tech companies to label deepfakes. Will it work?

- The EU AI Act has officially gone into effect this week, mandating that tech companies clearly label deepfakes and all AI-generated content.
- The regulation aims to protect users from misinformation by ensuring transparency regarding the synthetic nature of digital media.
- Experts warn that the initiative may be undermined by significant technical gaps and a lack of unified global standards for labeling.
- The success of the act now depends on how the EU enforces these rules and whether companies can implement reliable, standardized detection tools.
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