EU AI Act Hits Ireland: Deepfake Rules, Chatbot Labels & New Watchdog

New EU rules requiring AI-generated content to be labelled came into force on Saturday, marking the first major enforcement phase of the bloc's AI Act in Ireland. Companies must now clearly disclose when users are interacting with a chatbot rather than a human, and all deepfakes and synthetic media must carry visible labels.

The rules extend beyond images and video—**text designed to inform the public on general interest issues must also be marked...