Guides · Article 50 · EU AI Act
Article 50 for e-commerce and support chatbots
Online stores lean heavily on AI chatbots for support, product questions, and order help. Two parts of Article 50 of the EU AI Act can be relevant to those bots: paragraph 50(1) on informing people they are interacting with AI, and — if the bot generates content — paragraph 50(2) on marking synthetic outputs. This guide gives a general overview for e-commerce teams. It is informational only and not legal advice.
The chatbot disclosure point — Article 50(1)
Article 50(1) provides that providers must ensure AI systems intended to interact directly with people are designed so those people are informed they are interacting with an AI system, unless that is obvious to a reasonably well-informed, observant and circumspect person given the context. For a support widget branded as an 'AI assistant', the AI nature may be more obvious; for a lifelike agent presented under a human name, it may be less so. Whether your interface clears that bar is fact-specific.
If the bot generates content — Article 50(2)
Where a chatbot generates synthetic text (or audio, image, or video), Article 50(2) can also come into view. That paragraph asks providers to mark such outputs in a machine-readable format as artificially generated or manipulated, subject to carve-outs — including where the AI performs an assistive function for standard editing or does not substantially alter the input. Whether a shopping-assistant's generated replies fall inside the paragraph, and whether a carve-out applies, are fact-specific questions for counsel.
How and when to surface it
Article 50(5) asks that the information be given in a clear and distinguishable manner, at the latest at the first interaction, and meet applicable accessibility requirements. E-commerce teams commonly place the AI notice in the chatbot's opening message and keep a persistent label on the widget, with an easy path to a human agent. Our free scope check can give an informational read on which paragraphs your bot may engage.
Common questions
Does my online store's support chatbot need to say it's AI?
Article 50(1) points toward informing people they are interacting with an AI system, unless that is already obvious in context. Whether that applies to your specific bot is fact-specific — verify with qualified counsel. Our free scope check gives an informational starting point.
See what may apply to your business
Answer seven quick questions for an automated, informational indication of which Article 50 obligations appear likely to apply — free, and not legal advice.