{"id":72668,"date":"2026-06-10T11:32:22","date_gmt":"2026-06-10T11:32:22","guid":{"rendered":"https:\/\/morningtrain.dk\/is-your-marketing-team-using-ai-legally-in-2026\/"},"modified":"2026-06-11T13:02:01","modified_gmt":"2026-06-11T13:02:01","slug":"is-your-marketing-team-using-ai-legally-in-2026","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/is-your-marketing-team-using-ai-legally-in-2026\/","title":{"rendered":"Is your marketing team using AI legally in 2026?"},"content":{"rendered":"<section class=\"mt-blog-post-cover wp-block-mt-blog-post-cover\">\n    <div class=\"mt-blog-post-cover__inner page-container\">\n        <div class=\"mt-blog-post-cover__text-container\">\n                                                <p class=\"mt-blog-post-cover__tagline tagline\">AI<\/p>\n                                                    <p class=\"mt-blog-post-cover__date\">\n                        10. June 2026                    <\/p>\n                                                        <h1 class=\"mt-blog-post-cover__title\">Is your marketing team using AI legally in 2026?<\/h1>\n                    <\/div>\n        <div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Answer the 8 questions and get a quick assessment of whether your marketing team is prepared for the EU AI Act, or whether there are areas that require action. <\/p><\/div><figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Is-your-marketing-team-using-AI-legally-in-2026_.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Is-your-marketing-team-using-AI-legally-in-2026_.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Is-your-marketing-team-using-AI-legally-in-2026_-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Is-your-marketing-team-using-AI-legally-in-2026_-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Is-your-marketing-team-using-AI-legally-in-2026_-768x443.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Is-your-marketing-team-using-AI-legally-in-2026_-600x346.png 600w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure>\n    <\/div>\n<\/section>\n\n\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Indhold\n                    <\/p>\n                                                    <a\n                        href=\"#datoer\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        To vigtige datoer\n                    <\/a>\n                                    <a\n                        href=\"#test\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Tag testen\n                    <\/a>\n                                    <a\n                        href=\"#overblik\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        F\u00e5 overblik over reglerne\n                    <\/a>\n                                    <a\n                        href=\"#allerede\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvad g\u00e6lder allerede?\n                    <\/a>\n                                    <a\n                        href=\"#august\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvad g\u00e6lder fra 2. august 2026?\n                    <\/a>\n                                    <a\n                        href=\"#oversigt\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvilket indhold skal m\u00e6rkes?\n                    <\/a>\n                                    <a\n                        href=\"#bagudrettet\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        G\u00e6lder det bagudrettet?\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<p class=\"wp-block-paragraph\">If anyone on your marketing team uses, for example, ChatGPT, Copilot, Midjourney, Canva AI, or similar tools, there is a good chance that you are already covered by the EU AI Act. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is because the law is not only about companies that develop AI. It also applies to companies that use it. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>This article aims to help you assess whether your marketing team is ready\u2014<a href=\"#test\" type=\"internal\" id=\"#test\">for example, take our test below<\/a>.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"datoer\">Two important dates<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>2 February 2025<\/strong>: The first rules in the AI Act entered into force. This includes, among other things, <a href=\"https:\/\/artificialintelligenceact.eu\/article\/5\/\" type=\"link\" id=\"https:\/\/artificialintelligenceact.eu\/article\/5\/\" target=\"_blank\" rel=\"noreferrer noopener\">prohibited AI practices<\/a> as well as the requirement that <a href=\"https:\/\/artificialintelligenceact.eu\/article\/4\/\" type=\"link\" id=\"https:\/\/artificialintelligenceact.eu\/article\/4\/\" target=\"_blank\" rel=\"noreferrer noopener\">employees who use AI must have the necessary AI competencies (AI literacy)<\/a>. <\/li>\n\n\n\n<li><strong>10 June 2026:<\/strong> The EU published a voluntary <a href=\"https:\/\/digital-strategy.ec.europa.eu\/en\/news\/commission-publishes-code-practice-marking-and-labelling-ai-generated-content\" type=\"link\" id=\"https:\/\/digital-strategy.ec.europa.eu\/en\/news\/commission-publishes-code-practice-marking-and-labelling-ai-generated-content\" target=\"_blank\" rel=\"noreferrer noopener\">Code of Practice<\/a> showing how companies can, in practice, comply with the transparency requirements in the AI Act (you can also create your own icons). See their overview below (translated into Danish): <\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"924\" height=\"664\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/AU-AI-Act-label-examples.png\" alt=\"\" class=\"wp-image-72675\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/AU-AI-Act-label-examples.png 924w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/AU-AI-Act-label-examples-300x216.png 300w\" sizes=\"(max-width: 924px) 100vw, 924px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>2 August 2026<\/strong>: Most requirements in the AI Act begin to apply. For marketing departments, it is particularly relevant to have a handle on <a href=\"https:\/\/artificialintelligenceact.eu\/article\/50\/\" type=\"link\" id=\"https:\/\/artificialintelligenceact.eu\/article\/50\/\">transparency requirements, chatbots, and AI-generated content that can be mistaken for reality<\/a>. <\/li>\n<\/ul>\n\n\n<section class=\"mt-ai-maturity-assessment-flexible\" id=\"test\">\n    <div data-react-class=\"AiMaturityAssessmentFlexibleApp\" data-react-props=\"{&quot;tagline&quot;:&quot;&quot;,&quot;title&quot;:&quot;Test: Is your marketing team using AI legally in 2026?&quot;,&quot;intro&quot;:&quot;Answer the questions below to get an indication of whether your marketing team is prepared for the requirements the AI Act places on businesses that use AI.&lt;br&gt;&lt;br&gt;&lt;strong&gt;The assessment consists of 8 questions and takes 1\u20132 minutes to complete.&lt;\\\/strong&gt;&quot;,&quot;resultTitle&quot;:&quot;Resultat:&quot;,&quot;resultIntro&quot;:&quot;&quot;,&quot;buttonText&quot;:&quot;See result&quot;,&quot;resetText&quot;:&quot;Book an AI Inspiration Session&quot;,&quot;resetOpenSlideInContact&quot;:true,&quot;resetOpenSlideInContactView&quot;:&quot;1&quot;,&quot;questions&quot;:[{&quot;question&quot;:&quot;Have you trained employees in the responsible use of AI, and can you document it?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No, we have not conducted AI training&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;We have trained employees, but cannot document it&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;We have trained employees and can document it&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;&lt;strong&gt;Do you have a complete overview of the AI tools used by your marketing team?&lt;\\\/strong&gt;&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No, we do not have a complete overview&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;We are aware of most of the tools, but not all of them&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Yes, we have an up-to-date overview&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Does your marketing team know WHEN AI-generated content must be disclosed or labelled?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Partially \u2013 the rules are not clearly documented internally&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Yes \u2013 we have shared guidelines in place&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Have you decided HOW AI-generated content should be labelled in accordance with the new EU rules from 2 August 2026?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;We have agreed on a process for some channels&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;We have a consistent process across all channels&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Can you document your use of AI if the Agency for Digital Government asks tomorrow?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;In some areas&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Yes&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do you clearly inform users when they are interacting with a chatbot or AI assistant?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No, we do not disclose this&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Partially \u2013 it is mentioned in some places or later in the conversation&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Yes, it is clearly disclosed from the first interaction&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do you use AI-generated people, voices, or locations in your marketing?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Yes, without disclosing it&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Yes, but we disclose it&quot;,&quot;weight&quot;:100},{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do you use AI to analyse employees&#039; emotions, facial expressions, or voice?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Yes&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;I don&#039;t know&quot;,&quot;weight&quot;:25},{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:100}]}],&quot;maturityLevels&quot;:[{&quot;min&quot;:0,&quot;title&quot;:&quot;You are probably not using AI legally in your marketing in 2026&quot;,&quot;description&quot;:&quot;&lt;strong&gt;Status&lt;\\\/strong&gt;: There are several key areas where your processes do not meet the requirements that the AI Act places on companies using AI in marketing.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Our hypothesis about your organisation&lt;\\\/strong&gt;&lt;br&gt;You are already using AI in your marketing. However, training, documentation, labelling, and governance have not kept pace.&lt;br&gt;This is not unusual. In fact, it reflects the current situation in many organisations.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Where the biggest risks lie&lt;\\\/strong&gt;&lt;br&gt;- Lack of employee training on responsible AI use&lt;br&gt;- Insufficient documentation of AI usage and internal guidelines&lt;br&gt;- Limited transparency regarding AI-generated content&lt;br&gt;- Inadequate oversight of the AI tools being used&lt;br&gt;&lt;br&gt;&lt;strong&gt;Hvad b\u00f8r I g\u00f8re nu?&lt;\\\/strong&gt;&lt;br&gt;1. Map and document the AI tools used by your marketing team.&lt;br&gt;2. Train employees in the responsible use of AI.&lt;br&gt;3. Establish clear processes for how AI-generated content should be labelled and documented.&lt;br&gt;4. Define ownership and responsibilities for AI governance and compliance.&lt;br&gt;5. Create and maintain documentation that demonstrates compliance with the AI Act.&quot;},{&quot;min&quot;:40,&quot;title&quot;:&quot;You&#039;re on the right track&quot;,&quot;description&quot;:&quot;&lt;strong&gt;Status:&lt;\\\/strong&gt; You have control over several of the areas covered by the AI Act, but there are still gaps in your processes.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Our hypothesis about your organisation&lt;\\\/strong&gt;&lt;br&gt;You are already working actively with AI. Some areas have been formalised, while others still rely on individual judgement and habits.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Where you&#039;re typically missing the final pieces&lt;\\\/strong&gt;&lt;br&gt;- Shared guidelines for the use of AI&lt;br&gt;- Documentation of decisions and processes&lt;br&gt;- Consistent labelling practices across channels&lt;br&gt;- Clear ownership and responsibilities&lt;br&gt;&lt;br&gt;&lt;strong&gt;What should you do now?&lt;\\\/strong&gt;&lt;br&gt;1. Bring your AI processes together in one place.&lt;br&gt;2. Review how AI-generated content is handled across your marketing activities.&lt;br&gt;3. Think bigger: turn AI into a competitive advantage for your business rather than just a productivity tool.&lt;br&gt;4. Define clear roles and responsibilities for AI governance and compliance.&lt;br&gt;5. Establish documentation practices that can demonstrate compliance when needed.&quot;},{&quot;min&quot;:80,&quot;title&quot;:&quot;You are ahead of most other marketing teams&quot;,&quot;description&quot;:&quot;&lt;strong&gt;Status&lt;\\\/strong&gt;: You have control over the areas that most organisations are still struggling with.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Our hypothesis about your organisation&lt;\\\/strong&gt;&lt;br&gt;AI is not just something your employees are experimenting with; it has become an integrated part of your processes. You have also addressed key topics such as accountability, documentation, and transparency.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Areas that still require attention&lt;\\\/strong&gt;&lt;br&gt;- New AI tools entering the organisation&lt;br&gt;- Evolving workflows and use cases&lt;br&gt;- Updates to legislation and regulatory guidance&lt;br&gt;- Ongoing maintenance of documentation and policies&lt;br&gt;&lt;br&gt;&lt;strong&gt;What should you do now?&lt;\\\/strong&gt;&lt;br&gt;1. Review your AI processes at least once a year.&lt;br&gt;2. Continuously update your guidelines, governance framework, and employee training.&lt;br&gt;3. Think bigger: use AI to strengthen your competitive advantage and business performance.&lt;br&gt;4. Monitor new regulatory developments related to the AI Act and associated compliance requirements.&lt;br&gt;5. Regularly assess whether new AI tools and workflows fit within your governance and documentation framework.&quot;}],&quot;labels&quot;:{&quot;progress&quot;:&quot;Progress&quot;,&quot;previous&quot;:&quot;Previous&quot;,&quot;next&quot;:&quot;Next&quot;,&quot;question&quot;:&quot;Sp\u00f8rgsm\u00e5l&quot;,&quot;of&quot;:&quot;of&quot;,&quot;complete&quot;:&quot;See result&quot;,&quot;restart&quot;:&quot;Book an AI Inspiration Session&quot;,&quot;noQuestions&quot;:&quot;Tilf\u00f8j mindst \u00e9t sp\u00f8rgsm\u00e5l for at vise testen.&quot;}}\">\n        <div class=\"mt-ai-maturity-assessment-flexible__inner page-container\">\n            <div class=\"mt-ai-maturity-assessment-flexible__content\">\n                                                    <h2 class=\"mt-ai-maturity-assessment-flexible__title mt-heading\">Test: Is your marketing team using AI legally in 2026?<\/h2>\n                                                    <div class=\"mt-ai-maturity-assessment-flexible__intro\">Answer the questions below to get an indication of whether your marketing team is prepared for the requirements the AI Act places on businesses that use AI.<br><br><strong>The assessment consists of 8 questions and takes 1\u20132 minutes to complete.<\/strong><\/div>\n                            <\/div>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__app\">\n                    <div class=\"mt-ai-maturity-assessment-flexible__step-card\">\n                        <div class=\"mt-ai-maturity-assessment-flexible__progress-header\">\n                            <span class=\"mt-ai-maturity-assessment-flexible__progress-label\">Progress<\/span>\n                            <span class=\"mt-ai-maturity-assessment-flexible__progress-count\">1 of 8<\/span>\n                        <\/div>\n\n                        <div class=\"mt-ai-maturity-assessment-flexible__progress\" aria-hidden=\"true\">\n                            <span style=\"width: 12.5000%\"><\/span>\n                        <\/div>\n\n                        <div class=\"mt-ai-maturity-assessment-flexible__question-wrap\">\n                            <h3 class=\"mt-ai-maturity-assessment-flexible__question-title\">Have you trained employees in the responsible use of AI, and can you document it?<\/h3>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__options\" role=\"list\">\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">No, we have not conducted AI training<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">We have trained employees, but cannot document it<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">We have trained employees and can document it<\/span>\n                                    <\/button>\n                                                            <\/div>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__navigation\">\n                                <button class=\"mt-ai-maturity-assessment-flexible__nav-button mt-ai-maturity-assessment-flexible__nav-button--secondary\" type=\"button\" disabled>\n                                    Previous\n                                <\/button>\n                                <button class=\"mt-ai-maturity-assessment-flexible__nav-button mt-ai-maturity-assessment-flexible__nav-button--primary\" type=\"button\" disabled>\n                                    Next\n                                <\/button>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/section>\n\n\n\n<p class=\"wp-block-paragraph\"><em>*The test provides an indication of how well your marketing team is prepared for the AI Act. It <strong>cannot<\/strong> stand alone as a legal assessment, and the rules are continuously evolving. <\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"overblik\">Why these questions specifically?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The questions are based on the areas that the AI Act makes particularly relevant for companies using AI in marketing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Employees\u2019 AI competencies<\/li>\n\n\n\n<li>Overview of AI tools<\/li>\n\n\n\n<li>Labelling of AI-generated content<\/li>\n\n\n\n<li>Transparency around chatbots<\/li>\n\n\n\n<li>Documentation and accountability<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/digst.dk\/tilsyn\/ai-forordningen\/\" type=\"link\" id=\"https:\/\/digst.dk\/tilsyn\/ai-forordningen\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read more in the Danish Agency for Digital Government\u2019s own guidance<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"736\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov-1024x736.png\" alt=\"\" class=\"wp-image-69066\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov-1024x736.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/AI-Lov.png 1848w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"allerede\">What is already in force?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Although many of the AI Act\u2019s requirements will only take effect from August 2026, parts of the legislation have already entered into force.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This includes, among other things, the requirement for <strong>AI literacy<\/strong>. In short, this means that employees who use AI in their work must have the necessary competencies to do so responsibly. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, certain AI practices are already prohibited. For marketing departments, it is particularly worth noting that, as a general rule, AI must not be used to analyse employees\u2019 emotions based on, for example, facial expressions or voice in the workplace. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is precisely why several of the questions in the test concern employees\u2019 AI competencies, transparency, and responsible use of AI.<\/p>\n\n\n\n<div class=\"wp-block-mt-buttons mt-buttons\">\n<a class=\"wp-block-mt-button mt-button mt-button--primary\" href=\"https:\/\/morningtrain.dk\/en\/ai-consulting\/\" target=\"_blank\" rel=\"noopener\"><span class=\"mt-button__text\">Need to upskill your employees for AI?<\/span><\/a>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"august\">What applies from 2 August 2026?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For most marketing departments, it is especially the <a href=\"https:\/\/artificialintelligenceact.eu\/article\/50\/\" type=\"link\" id=\"https:\/\/artificialintelligenceact.eu\/article\/50\/\" target=\"_blank\" rel=\"noreferrer noopener\">transparency requirements in the AI Act<\/a> that will become relevant from 2 August 2026.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means, among other things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Users must be informed when they are interacting with an AI chatbot or AI assistant.<\/li>\n\n\n\n<li>AI-generated or AI-manipulated images, videos, and audio files that can be mistaken for reality (deepfakes) must be disclosed as such.<\/li>\n\n\n\n<li>Companies must be able to assess when AI-generated content requires disclosure\u2014and when it does not.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>This does not mean that all AI-generated content must automatically be labelled.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An AI-generated person, voice, or video that appears real is different from, for example, image enhancement, colour correction, or an illustration that no one would mistake for reality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, it is not only about using AI. It is about using AI transparently. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\" id=\"oversigt\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/AU-AI-ACT-overview.png\" alt=\"\" class=\"wp-image-72677\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/AU-AI-ACT-overview.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/AU-AI-ACT-overview-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/AU-AI-ACT-overview-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What about AI-generated texts?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many believe that all AI-generated texts must be labelled. That is not the case. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The AI Act primarily targets text generated with the purpose of informing the public about matters of public interest. <\/strong>This could, for example, include topics such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Politics<\/li>\n\n\n\n<li>Health<\/li>\n\n\n\n<li>Climate and the environment<\/li>\n\n\n\n<li>Social issues<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Even here, exceptions apply. If a human has reviewed, edited, and taken editorial responsibility for the content, the disclosure obligation will typically not be relevant. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For most marketing departments, this means that ordinary:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blog posts<\/li>\n\n\n\n<li>Product descriptions<\/li>\n\n\n\n<li>Cases<\/li>\n\n\n\n<li>Nyhedsbreve<\/li>\n\n\n\n<li>LinkedIn posts<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">do not automatically need to be labelled simply because AI was involved in the writing process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Rule of thumb:<\/strong> The AI Act focuses far more on transparency around deepfakes, synthetic people, voices, and chatbots than on ordinary marketing copy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"bagudrettet\">Does the labelling obligation apply retroactively?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As a general rule, there is no requirement to go back and label previously published AI content (except, of course, chatbots).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, if AI-generated content continues to be published, republished, or used after 2 August 2026 in a situation where the transparency requirement applies, you should assess whether it needs to be labelled.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Billede-AI-generet-ny.png\" alt=\"\" class=\"wp-image-72649\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Billede-AI-generet-ny.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Billede-AI-generet-ny-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Billede-AI-generet-ny-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What should you do now?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If the test has revealed gaps in your processes, start here:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Ensure that your chatbot or AI assistant clearly states when the user is interacting with AI<\/li>\n\n\n\n<li>Make sure that employees who use AI have the necessary competencies<\/li>\n\n\n\n<li>Get an overview of which AI tools marketing uses<\/li>\n\n\n\n<li>Define how you handle AI-generated content that may require disclosure (and write it down in internal guidelines)<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you need guidance, we offer expert AI advisory services.<\/p>\n\n\n\n<div class=\"wp-block-mt-buttons mt-buttons\">\n<a class=\"wp-block-mt-button mt-button mt-button--primary\" href=\"https:\/\/morningtrain.dk\/en\/ai-consulting\/\"><span class=\"mt-button__text\">Learn more about our AI consultancy<\/span><\/a>\n<\/div>\n\n\n                                            <\/div>\n       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d=\"M52.1,80.2c-80.4-3.3-48.6,64.1-19.7-11C59,0.3,135.7,0.5,209.5,2.5c47.5,1.3,94.7,23.9,131.9-2.5\" stroke=\"black\" stroke-width=\"0.901349\"\/>\n    <\/svg>\n            <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--top\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/12\/Niclas-Johansen-1-scaled-240x300.png\"\n                alt=\"Niclas Johansen\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--middle\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/12\/Sanne-Storm-scaled-240x300.png\"\n                alt=\"Sanne Storm\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--bottom\">\n      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<\/section>\n","protected":false},"excerpt":{"rendered":"<p>Answer the 8 questions and get a quick assessment of whether your marketing team is prepared for the EU AI Act, or whether there are areas that require action.<\/p>\n","protected":false},"author":2,"featured_media":72674,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[385],"tags":[398],"class_list":["post-72668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","tag-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is your marketing team using AI legally in 2026? - Morningtrain<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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