The AI Act for marketing agencies: content labelling is your problem now

Your exposure

Agencies are heavy generative-AI users, and Article 50 has been enforceable since 2 August 2026: AI-generated content must be machine-readably marked where feasible; unreviewed AI text on matters of public interest needs visible labels; deepfake-style content always needs labels.

Client contracts increasingly push compliance responsibility onto the agency. If you produce it, assume the labelling duty travels with it.

The compliant workflow

Keep human editorial review in the loop for published work. It removes the visible-label duty for most ordinary marketing content. Enable content credentials (C2PA) in tools that support them. Disclose AI assistance in your client terms. And run Article 4 literacy measures for your team. Your staff's AI use on client accounts is your duty, not the client's.

Turn it into a service

Agencies that can show clients a documented AI-compliance workflow are winning pitches against those that can't. Your evidence file is also a sales asset.