Disclosure of AI Use
What is it?
Disclosure is about making it clear when artificial intelligence is being used—whether it’s a chatbot, a generative tool for images and text, or a system that makes decisions. As AI becomes more integrated into media, customer service, public administration, and marketing, it is becoming harder for users to tell whether they are interacting with a human or a machine, and whether the content they encounter is real or synthetic.
That’s why it’s crucial for companies, public authorities, and organizations to clearly disclose when AI is involved. Disclosure builds transparency and trust—and protects users from being manipulated or misled, whether intentionally or unintentionally.
Disclosure is also important for legal protection and accountability. If a decision—such as a loan approval or a sick leave application—is made by an algorithm, the citizen should be informed and should have the right to request human review.
Examples:
In 2023, Sports Illustrated was exposed for publishing articles written by AI assistants under fictitious journalist names, complete with stock photos of the “authors.” There was no disclosure, and the incident led to massive criticism and a loss of credibility for the publication.
In the healthcare sector, several hospitals in the U.S. tested AI chatbots to answer patients’ clinical questions. It became clear that patients were not always aware they were speaking with a machine. This led to demands that it must always be explicitly stated when a digital assistant takes over a role previously handled by healthcare professionals.
What to consider?
If you use AI to generate content, you should clearly label it as machine-generated—especially if the content appears realistic. Use visual or verbal markers, such as: “This image was created with AI” or “Generated by an AI system.”
If you implement AI systems in user interactions—such as support, case management, or decision-making—you must make it clear that an automated process is involved. Users should also have the option to get a response from a human, particularly if the decision has significant consequences.
Disclosure is not just about legal compliance—it is an ethical practice that protects both the user and your own credibility.