The new AI regulation will come into force soon.

The EU’s upcoming regulation of artificial intelligence is expected to enter into force before the summer. A significant step on this path was taken on 13 March 2024 when the European Parliament voted through the proposal with 523 votes in favour, 46 against and 49 abstentions. This will create the world’s first binding law on artificial intelligence, to reduce risks, create opportunities, combat discrimination and improve transparency. The proposed AI Regulation is based on a risk-based structure, which means that AI systems will be categorised and regulated differently depending on the risk they pose. Some AI systems will be banned completely while others will be subject to higher or lower requirements. With the AI ​​Act, the EU has divided AI technology and its use into the following four risk categories: unacceptable, high, limited and minimal.

AI systems that are deemed to pose an unacceptable risk to citizens will be banned. This includes bans on the use of facial recognition in public settings (with some exceptions for law enforcement purposes), systems that aim to manipulate or mislead people’s behaviour or emotions, and social scoring. AI systems that are deemed to pose a high risk will have to meet strict requirements before they can be put on the market. Examples of such high-risk AI include systems used in critical sectors such as employment and education, critical infrastructure, credit checks, and biometric identification and categorisation of individuals. AI systems in these sectors will require careful review and certification to ensure security and to avoid violations of fundamental rights. Some of the requirements that must be met include the use of risk management systems, technical documentation, human review, and transparency and information requirements.

Given the rapid development of generative AI and basic models, such as the Chat GPT, specific rules are being introduced in the AI ​​Regulation. These rules will cover basic models that are trained on large data sets and can perform a wide range of tasks. These models will be subject to different obligations depending on the risks they are considered to pose to society.

For lower-risk AI systems, such as virtual assistants, chatbots and deepfakes, transparency requirements will apply. This means that users must be informed when they interact with an AI and encounter AI-generated content.

Providers of AI systems, such as developers and those who place the systems on the market in the EU, will bear the greatest responsibility under the AI ​​Regulation. Organisations using AI systems will also be responsible for their use by maintaining human oversight and keeping logs of the AI ​​system. Those actors who brand an AI system, make major changes to the system or change how it is used may become liable in the same way as providers of high-risk AI.

Sanctions for violations of the AI ​​Regulation will follow a model similar to the GDPR and can amount to a maximum of €35 million or 7% of the group’s global annual turnover (whichever is higher).

Although the AI ​​Regulation is expected to come into force this summer, it is currently planned to come into force in stages from late autumn 2024 to spring 2027. The rules for high-risk AI will not come into force until spring 2026, but it is recommended to start preparing and investigating how your own organization will be affected by the regulations now.

Artificial Intelligence (AI) and Machine Learning (ML) are two concepts that have been hyped for a while now. There is often talk about what the technology will be used for in the future, but the fact is that there are already a lot of uses. Below we present five ways that you can already use AI and machine learning to develop and streamline your business, but first we will clarify the concepts.

Artificial Intelligence, Machine Learning, and Algorithms are terms that are often used in the technology world, but it is important to understand the differences between them.

Algorithms: Algorithms are instructions or rules that a computer can follow to solve a problem or perform a task. They are the foundation of both Machine Learning and Artificial Intelligence.

Machine Learning: Machine Learning is a branch of AI that deals with teaching computers to perform tasks without being explicitly programmed to do so. Instead, they use algorithms and statistics to find patterns and draw conclusions from data.

Artificial Intelligence: AI goes a step further than Machine Learning. It is about creating computer programs that can think, learn, and make decisions in a way that resembles human intelligence. It includes various techniques such as Machine Learning but can also include logical reasoning and natural language processing.

Benefit from AI in everyday life

Using AI in everyday life doesn’t have to be complicated. With modern AI technology, both large and small companies can utilize their resources more efficiently, expand their customer offering, and gain an edge over their competitors.

Here are some simple tips:

1. Content optimization

Using AI to optimize content for different platforms is a great task for AI. By analyzing data, you can let AI suggest improvements in quality and structure, image selection, and best times to publish to ensure a clear purpose and direction for creating and refining content.

2. Create smarter workflows

AI can also be used to create smarter workflows, enabling companies to optimize their processes in a quest for continuous improvement. When workflows are automated, the chosen software tool follows routines using rule-based algorithms that enable the programming of everyday tasks.

3. Get help analyzing data

AI can help companies process and interpret large amounts of information and complex data.

In many situations, AI can also be used to make quick but also qualified decisions based on available information.

4. Streamline the buying journey

Many customers who visit your company’s website leave without leaving their email address or otherwise showing interest. This could be because they get stuck somewhere on the page, or simply need more information to move forward. AI can analyze user behavior and suggest the optimal time to contact them again (so-called retargeting) and what information they need to move forward in the “buying journey.”

5. Minimize waste and resource wastage

All companies have a lot to gain from reviewing resource use, heating and travel, and this is an excellent task for AI.