{"id":40904,"date":"2026-06-22T15:50:33","date_gmt":"2026-06-22T13:50:33","guid":{"rendered":"https:\/\/www.itlas.com\/?post_type=cp_blog&#038;p=40904"},"modified":"2026-06-22T16:11:01","modified_gmt":"2026-06-22T14:11:01","slug":"from-ai-to-trust-why-transparency-can-become-a-competitive-advantage","status":"publish","type":"cp_blog","link":"https:\/\/www.itlas.com\/en\/blog\/from-ai-to-trust-why-transparency-can-become-a-competitive-advantage","title":{"rendered":"From AI to trust: why transparency can become a competitive advantage"},"content":{"rendered":"\n<p>Simply \u2018using\u2019 generative artificial intelligence \u2018properly\u2019 is no longer enough. <strong>From 2 August, the obligations set out in Article 50 of the AI Act<\/strong> \u2013 the Regulation through which the European Parliament sought to ensure that artificial intelligence systems used in Member States are safe, transparent, traceable, non-discriminatory and environmentally friendly \u2013 which also introduces transparency obligations for those using generative systems for professional purposes, producing content that informs the public on matters of general interest. Not only must interactions with users be \u2018labelled\u2019 so that it is clear they are conversing with a machine rather than a person, <strong>but artificially generated or manipulated content (images, audio and video) \u2013 including deepfakes \u2013 and informative texts must also clearly indicate that they are the result of AI.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Meanwhile, the European Commission has published the final version of the \u201c<strong>Code of Good Practice on the Transparency of AI-Generated Content\u201d,<\/strong> which was drafted under the guidance of six independent experts in collaboration with over 180 stakeholders from the sector, including businesses, academics and civil society organisations. The aim of ensuring transparency stems from the need to <strong>help people recognise AI-generated content, thereby reducing the risks of deception and manipulation.<\/strong> The Commission has also created a set of icons to label content generated and manipulated by artificial intelligence. <strong>Texts generated by artificial intelligence that undergo a process of human review or editorial oversight, and where a natural or legal person is editorially responsible for the publication of the content, are exempt from the labelling requirements.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Faced with this necessary revolution, one has to wonder <strong>what will change for businesses, <\/strong>given the rapid adoption of artificial intelligence not only in processes but also in <strong>marketing and communication activities.<\/strong> Many companies are already using generative tools to be faster, more creative and more efficient. From text to images, from synthetic voices to personalised campaigns, right through to social media.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With the AI Act coming into force, <strong>rather than focusing on what can or cannot be done with artificial intelligence, attention must be paid to how it is done in a transparent and responsible manner. <\/strong>The legislation has a very clear objective: those consuming content must not be led to believe that it is entirely authentic or produced entirely by one or more people, when in fact it has been produced or significantly altered using artificial systems. Consequently, t<strong>he use of artificial intelligence in communication can no longer be treated as a \u2018technical\u2019 or \u2018creative\u2019 matter, but will soon become a question of governance, compliance and even reputation. <\/strong>It will therefore be necessary \u2013 indeed, legally mandatory \u2013 to correctly disclose the use of artificial intelligence, by establishing business processes capable of ensuring transparency.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Copy and images for promotional campaigns, automated adaptations of messages, social media content, newsletters\u2026 thanks to generative tools, content can not only be produced more quickly but is often more effective, persuasive and even emotionally engaging. However, <strong>the people for whom these messages are intended (customers, users, stakeholders) must be able to recognise their artificial nature.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The impact of the AI Act on businesses \u2013 particularly on marketing and communications teams \u2013 will, in practice, involve a sort of review of their workflows, mapping the AI tools in use, distinguishing between the different types of content produced, defining internal responsibilities and putting in place checks prior to communication. <strong>This will involve a shift from a \u2018spontaneous\u2019 use of artificial intelligence to a governed and traceable approach. <\/strong>This will entail clear rules and safeguards in contracts with suppliers, agencies, content creators and technology partners to define responsibilities regarding content traceability and compliance with transparency obligations.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Just another obligation? Beyond the constraints, the new European legislation can offer businesses the opportunity to use transparency as a distinguishing feature and, therefore, as a competitive advantage. <strong>In a communications ecosystem now saturated with short-form content, deepfakes and creative automation, transparency, awareness and accountability are exceptions that can translate into trustworthiness.<\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"template":"","ct_blog_category":[],"class_list":["post-40904","cp_blog","type-cp_blog","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From AI to trust: why transparency can become a competitive advantage - Itlas<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.itlas.com\/en\/blog\/from-ai-to-trust-why-transparency-can-become-a-competitive-advantage\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From AI to trust: why transparency can become a competitive advantage - Itlas\" \/>\n<meta property=\"og:description\" content=\"Simply \u2018using\u2019 generative artificial intelligence \u2018properly\u2019 is no longer enough. 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