CERTAIN — short for “Certification for Ethical and Regulatory Transparency in Artificial Intelligence” — will focus on the development of tools and frameworks that promote transparency, compliance, and sustainability in AI technologies.

The project is led by Idemia Identity & Security France in collaboration with 19 partners across ten European countries, including the St. Pölten University of Applied Sciences (UAS) in Austria. With its official launch in January 2025, CERTAIN could serve as a blueprint for global AI governance.

Driving ethical AI practices in Europe

According to Sebastian Neumaier, Senior Researcher at the St. Pölten UAS’ Institute of IT Security Research and project manager for CERTAIN, the goal is to address crucial regulatory and ethical challenges.  

“In CERTAIN, we want to develop tools that make AI systems transparent and verifiable in accordance with the requirements of the EU’s AI Act. Our goal is to develop practically feasible solutions that help companies to efficiently fulfil regulatory requirements and sustainably strengthen confidence in AI technologies,” emphasised Neumaier.  

To achieve this, CERTAIN aims to create user-friendly tools and guidelines that simplify even the most complex AI regulations—helping organisations both in the public and private sectors navigate and implement these rules effectively. The overall intent is to provide a bridge between regulation and innovation, empowering businesses to leverage AI responsibly while fostering public trust.

Harmonising standards and improving sustainability  

One of CERTAIN’s primary objectives is to establish consistent standards for data sharing and AI development across Europe. By setting industry-wide norms for interoperability, the project seeks to improve collaboration and efficiency in the use of AI-driven technologies.

The effort to harmonise data practices isn’t just limited to compliance; it also aims to unlock new opportunities for innovation. CERTAIN’s solutions will create open and trustworthy European data spaces—essential components for driving sustainable economic growth.  

In line with the EU’s Green Deal, CERTAIN places a strong focus on sustainability. AI technologies, while transformative, come with significant environmental challenges—such as high energy consumption and resource-intensive data processing.  

CERTAIN will address these issues by promoting energy-efficient AI systems and advocating for eco-friendly methods of data management. This dual approach not only aligns with EU sustainability goals but also ensures that AI development is carried out with the health of the planet in mind.

A collaborative framework to unlock AI innovation

A unique aspect of CERTAIN is its approach to fostering collaboration and dialogue among stakeholders. The project team at St. Pölten UAS is actively engaging with researchers, tech companies, policymakers, and end-users to co-develop, test, and refine ideas, tools, and standards.  

This practice-oriented exchange extends beyond product development. CERTAIN also serves as a central authority for informing stakeholders about legal, ethical, and technical matters related to AI and certification. By maintaining open channels of communication, CERTAIN ensures that its outcomes are not only practical but also widely adopted.   

CERTAIN is part of the EU’s Horizon Europe programme, specifically under Cluster 4: Digital, Industry, and Space.

The project’s multidisciplinary and international consortium includes leading academic institutions, industrial giants, and research organisations, making it a powerful collective effort to shape the future of AI in Europe.  

In January 2025, representatives from all 20 consortium members met in Osny, France, to kick off their collaborative mission. The two-day meeting set the tone for the project’s ambitious agenda, with partners devising strategies for tackling the regulatory, technical, and ethical hurdles of AI.  

Ensuring compliance with ethical AI regulations in Europe 

As the EU’s AI Act edges closer to implementation, guidelines and tools like those developed under CERTAIN will be pivotal.

The Act will impose strict requirements on AI systems, particularly those deemed “high-risk,” such as applications in healthcare, transportation, and law enforcement.

While these regulations aim to ensure safety and accountability, they also pose challenges for organisations seeking to comply.  

CERTAIN seeks to alleviate these challenges by providing actionable solutions that align with Europe’s legal framework while encouraging innovation. By doing so, the project will play a critical role in positioning Europe as a global leader in ethical AI development.  

See also: Endor Labs: AI transparency vs ‘open-washing’

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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While the US and China are often seen as frontrunners, von der Leyen emphasised that the AI race “is far from over” and that Europe has distinct strengths to carve a leading role for itself.

“This is the third summit on AI safety in just over one year,” von der Leyen remarked. “In the same period, three new generations of ever more powerful AI models have been released. Some expect models that will approach human reasoning within a year’s time.”

The European Commission President set the tone of the event by contrasting the groundwork laid in previous summits with the urgency of this one.

“Past summits focused on laying the groundwork for AI safety. Together, we built a shared consensus that AI will be safe, that it will promote our values and benefit humanity. But this Summit is focused on action. And that is exactly what we need right now.”

As the world witnesses AI’s disruptive power, von der Leyen urged Europe to “formulate a vision of where we want AI to take us, as society and as humanity.” Growing adoption, “in the key sectors of our economy, and for the key challenges of our times,” provides a golden opportunity for the continent to lead, she argued.

The case for a European approach to the AI race 

Von der Leyen rejected notions that Europe has fallen behind its global competitors.

“Too often, I hear that Europe is late to the race – while the US and China have already got ahead. I disagree,” she stated. “The frontier is constantly moving. And global leadership is still up for grabs.”

Instead of replicating what other regions are doing, she called for doubling down on Europe’s unique strengths to define the continent’s distinct approach to AI.

“Too often, I have heard that we should replicate what others are doing and run after their strengths,” she said. “I think that instead, we should invest in what we can do best and build on our strengths here in Europe, which are our science and technology mastery that we have given to the world.”

Von der Leyen defined three pillars of the so-called “European brand of AI” that sets it apart: 1) focusing on high-complexity, industry-specific applications, 2) taking a cooperative, collaborative approach to innovation, and 3) embracing open-source principles.

“This summit shows there is a distinct European brand of AI,” she asserted. “It is already driving innovation and adoption. And it is picking up speed.”

Accelerating innovation: AI factories and gigafactories  

To maintain its competitive edge, Europe must supercharge its AI innovation, von der Leyen stressed.

A key component of this strategy lies in its computational infrastructure. Europe already boasts some of the world’s fastest supercomputers, which are now being leveraged through the creation of “AI factories.”

“In just a few months, we have set up a record of 12 AI factories,” von der Leyen revealed. “And we are investing €10 billion in them. This is not a promise—it is happening right now, and it is the largest public investment for AI in the world, which will unlock over ten times more private investment.”

Beyond these initial steps, von der Leyen unveiled an even more ambitious initiative. AI gigafactories, built on the scale of CERN’s Large Hadron Collider, will provide the infrastructure needed for training AI systems at unprecedented scales. They aim to foster collaboration between researchers, entrepreneurs, and industry leaders.

“We provide the infrastructure for large computational power,” von der Leyen explained. “Talents of the world are welcome. Industries will be able to collaborate and federate their data.”

The cooperative ethos underpinning AI gigafactories is part of a broader European push to balance competition with collaboration.

“AI needs competition but also collaboration,” she emphasised, highlighting that the initiative will serve as a “safe space” for these cooperative efforts.

Building trust with the AI Act

Crucially, von der Leyen reiterated Europe’s commitment to making AI safe and trustworthy. She pointed to the EU AI Act as the cornerstone of this strategy, framing it as a harmonised framework to replace fragmented national regulations across member states.

“The AI Act [will] provide one single set of safety rules across the European Union – 450 million people – instead of 27 different national regulations,” she said, before acknowledging businesses’ concerns about regulatory complexities.

“At the same time, I know, we have to make it easier, we have to cut red tape. And we will.”

€200 billion to remain in the AI race

Financing such ambitious plans naturally requires significant resources. Von der Leyen praised the recently launched EU AI Champions Initiative, which has already pledged €150 billion from providers, investors, and industry.

During her speech at the summit, von der Leyen announced the Commission’s complementary InvestAI initiative that will bring in an additional €50 billion. Altogether, the result is mobilising a massive €200 billion in public-private AI investments.

“We will have a focus on industrial and mission-critical applications,” she said. “It will be the largest public-private partnership in the world for the development of trustworthy AI.”

Ethical AI is a global responsibility

Von der Leyen closed her address by framing Europe’s AI ambitions within a broader, humanitarian perspective, arguing that ethical AI is a global responsibility.

“Cooperative AI can be attractive well beyond Europe, including for our partners in the Global South,” she proclaimed, extending a message of inclusivity.

Von der Leyen expressed full support for the AI Foundation launched at the summit, highlighting its mission to ensure widespread access to AI’s benefits.

“AI can be a gift to humanity. But we must make sure that benefits are widespread and accessible to all,” she remarked.

“We want AI to be a force for good. We want an AI where everyone collaborates and everyone benefits. That is our path – our European way.”

See also: AI Action Summit: Leaders call for unity and equitable development

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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While the full compliance requirements won’t come into force until mid-2025, the initial phase of the EU AI Act begins February 2nd and includes significant prohibitions on specific AI applications. Businesses across the globe that operate in the EU must now navigate a regulatory landscape with strict rules and high stakes.

The new regulations prohibit the deployment or use of several high-risk AI systems. These include applications such as social scoring, emotion recognition, real-time remote biometric identification in public spaces, and other scenarios deemed unacceptable under the Act.

Companies found in violation of the rules could face penalties of up to 7% of their global annual turnover, making it imperative for organisations to understand and comply with the restrictions.  

Early compliance challenges  

“It’s finally here,” says Levent Ergin, Chief Strategist for Climate, Sustainability, and AI at Informatica. “While we’re still in a phased approach, businesses’ hard-earned preparations for the EU AI Act will now face the ultimate test.”

Ergin highlights that even though most compliance requirements will not take effect until mid-2025, the early prohibitions set a decisive tone.

“For businesses, the pressure in 2025 is twofold. They must demonstrate tangible ROI from AI investments while navigating challenges around data quality and regulatory uncertainty. It’s already the perfect storm, with 89% of large businesses in the EU reporting conflicting expectations for their generative AI initiatives. At the same time, 48% say technology limitations are a major barrier to moving AI pilots into production,” he remarks.

Ergin believes the key to compliance and success lies in data governance.

“Without robust data foundations, organisations risk stagnation, limiting their ability to unlock AI’s full potential. After all, isn’t ensuring strong data governance a core principle that the EU AI Act is built upon?”

To adapt, companies must prioritise strengthening their approach to data quality.

“Strengthening data quality and governance is no longer optional, it’s critical. To ensure both compliance and prove the value of AI, businesses must invest in making sure data is accurate, holistic, integrated, up-to-date and well-governed,” says Ergin.

“This isn’t just about meeting regulatory demands; it’s about enabling AI to deliver real business outcomes. As 82% of EU companies plan to increase their GenAI investments in 2025, ensuring their data is AI-ready will be the difference between those who succeed and those who remain in the starting blocks.”

EU AI Act has no borders

The extraterritorial scope of the EU AI Act means non-EU organisations are assuredly not off the hook. As Marcus Evans, a partner at Norton Rose Fulbright, explains, the Act applies far beyond the EU’s borders.

“The AI Act will have a truly global application,” says Evans. “That’s because it applies not only to organisations in the EU using AI or those providing, importing, or distributing AI to the EU market, but also AI provision and use where the output is used in the EU. So, for instance, a company using AI for recruitment in the EU – even if it is based elsewhere – would still be captured by these new rules.”  

Evans advises businesses to start by auditing their AI use. “At this stage, businesses must first understand where AI is being used in their organisation so that they can then assess whether any use cases may trigger the prohibitions. Building on that initial inventory, a wider governance process can then be introduced to ensure AI use is assessed, remains outside the prohibitions, and complies with the AI Act.”  

While organisations work to align their AI practices with the new regulations, additional challenges remain. Compliance requires addressing other legal complexities such as data protection, intellectual property (IP), and discrimination risks.  

Evans emphasises that raising AI literacy within organisations is also a critical step.

“Any organisations in scope must also take measures to ensure their staff – and anyone else dealing with the operation and use of their AI systems on their behalf – have a sufficient level of AI literacy,” he states.

“AI literacy will play a vital role in AI Act compliance, as those involved in governing and using AI must understand the risks they are managing.”

Encouraging responsible innovation  

The EU AI Act is being hailed as a milestone for responsible AI development. By prohibiting harmful practices and requiring transparency and accountability, the regulation seeks to balance innovation with ethical considerations.

“This framework is a pivotal step towards building a more responsible and sustainable future for artificial intelligence,” says Beatriz Sanz Sáiz, AI Sector Leader at EY Global.

Sanz Sáiz believes the legislation fosters trust while providing a foundation for transformative technological progress.

“It has the potential to foster further trust, accountability, and innovation in AI development, as well as strengthen the foundations upon which the technology continues to be built,” Sanz Sáiz asserts.

“It is critical that we focus on eliminating bias and prioritising fundamental rights like fairness, equity, and privacy. Responsible AI development is a crucial step in the quest to further accelerate innovation.”

What’s prohibited under the EU AI Act?  

To ensure compliance, businesses need to be crystal-clear on which activities fall under the EU AI Act’s strict prohibitions. The current list of prohibited activities includes:  

• Harmful subliminal, manipulative, and deceptive techniques  
• Harmful exploitation of vulnerabilities  
• Unacceptable social scoring  
• Individual crime risk assessment and prediction (with some exceptions)  
• Untargeted scraping of internet or CCTV material to develop or expand facial recognition databases  
• Emotion recognition in areas such as the workplace and education (with some exceptions)  
• Biometric categorisation to infer sensitive categories (with some exceptions)  
• Real-time remote biometric identification (RBI) in publicly accessible spaces for law enforcement purposes (with some exceptions)  

The Commission’s forthcoming guidance on which “AI systems” fall under these categories will be critical for businesses seeking to ensure compliance and reduce legal risks. Additionally, companies should anticipate further clarification and resources at the national and EU levels, such as the upcoming webinar hosted by the AI Office.

A new landscape for AI regulations

The early implementation of the EU AI Act represents just the beginning of what is a remarkably complex and ambitious regulatory endeavour. As AI continues to play an increasingly pivotal role in business strategy, organisations must learn to navigate new rules and continuously adapt to future changes.  

For now, businesses should focus on understanding the scope of their AI use, enhancing data governance, educating staff to build AI literacy, and adopting a proactive approach to compliance. By doing so, they can position themselves as leaders in a fast-evolving AI landscape and unlock the technology’s full potential while upholding ethical and legal standards.

(Photo by Guillaume Périgois)

See also: ChatGPT Gov aims to modernise US government agencies

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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AI News caught up with Nerijus Šveistys, Senior Legal Counsel at Oxylabs, to understand the state of play when it comes to AI regulation and its potential implications for industries, businesses, and innovation.

“The boom of the last few years appears to have sparked a push to establish regulatory frameworks for AI governance,” explains Šveistys.

“This is a natural development, as the rise of AI seems to pose issues in data privacy and protection, bias and discrimination, safety, intellectual property, and other legal areas, as well as ethics that need to be addressed.”

Regions diverge in regulatory strategy

The European Union’s AI Act has, unsurprisingly, positioned the region with a strict, centralised approach. The regulation, which came into force this year, is set to be fully effective by 2026.

Šveistys pointed out that the EU has acted relatively swiftly compared to other jurisdictions: “The main difference we can see is the comparative quickness with which the EU has released a uniform regulation to govern the use of all types of AI.”

Meanwhile, other regions have opted for more piecemeal approaches. China, for instance, has been implementing regulations specific to certain AI technologies in a phased-out manner. According to Šveistys, China began regulating AI models as early as 2021.

“In 2021, they introduced regulation on recommendation algorithms, which [had] increased their capabilities in digital advertising. It was followed by regulations on deep synthesis models or, in common terms, deepfakes and content generation in 2022,” he said.

“Then, in 2023, regulation on generative AI models was introduced as these models were making a splash in commercial usage.”

The US, in contrast, remains relatively uncoordinated in its approach. Federal-level regulations are yet to be enacted, with efforts mostly emerging at the state level.

“There are proposed regulations at the state level, such as the so-called California AI Act, but even if they come into power, it may still take some time before they do,” Šveistys noted.

This delay in implementing unified AI regulations in the US has raised questions about the extent to which business pushback may be contributing to the slow rollout. Šveistys said that while lobbyist pressure is a known factor, it’s not the only potential reason.

“There was pushback to the EU AI Act, too, which was nevertheless introduced. Thus, it is not clear whether the delay in the US is only due to lobbyism or other obstacles in the legislation enactment process,” explains Šveistys.

“It might also be because some still see AI as a futuristic concern, not fully appreciating the extent to which it is already a legal issue of today.”

Balancing innovation and safety

Differentiated regulatory approaches could affect the pace of innovation and business competitiveness across regions.

Europe’s regulatory framework, though more stringent, aims to ensure consumer protection and ethical adherence—something that less-regulated environments may lack.

“More rigid regulatory frameworks may impose compliance costs for businesses in the AI field and stifle competitiveness and innovation. On the other hand, they bring the benefits of protecting consumers and adhering to certain ethical norms,” comments Šveistys.

This trade-off is especially pronounced in AI-related sectors such as targeted advertising, where algorithmic bias is increasingly scrutinised.

AI governance often extends beyond laws that specifically target AI, incorporating related legal areas like those governing data collection and privacy. For example, the EU AI Act also regulates the use of AI in physical devices, such as elevators.

“Additionally, all businesses that collect data for advertisement are potentially affected as AI regulation can also cover algorithmic bias in targeted advertising,” emphasises Šveistys.

Impact on related industries

One industry that is deeply intertwined with AI developments is web scraping. Typically used for collecting publicly available data, web scraping is undergoing an AI-driven evolution.

“From data collection, validation, analysis, or overcoming anti-scraping measures, there is a lot of potential for AI to massively improve the efficiency, accuracy, and adaptability of web scraping operations,” said Šveistys. 

However, as AI regulation and related laws tighten, web scraping companies will face greater scrutiny.

“AI regulations may also bring the spotlight on certain areas of law that were always very relevant to the web scraping industry, such as privacy or copyright laws,” Šveistys added.

“At the end of the day, scraping content protected by such laws without proper authorisation could always lead to legal issues, and now so can using AI this way.”

Copyright battles and legal precedents

The implications of AI regulation are also playing out on a broader legal stage, particularly in cases involving generative AI tools.

High-profile lawsuits have been launched against AI giants like OpenAI and its primary backer, Microsoft, by authors, artists, and musicians who claim their copyrighted materials were used to train AI systems without proper permission.

“These cases are pivotal in determining the legal boundaries of using copyrighted material for AI development and establishing legal precedents for protecting intellectual property in the digital age,” said Šveistys.

While these lawsuits could take years to resolve, their outcomes may fundamentally shape the future of AI development. So, what can businesses do now as the regulatory and legal landscape continues to evolve?

“Speaking about the specific cases of using copyrighted material for AI training, businesses should approach this the same way as any web-scraping activity – that is, evaluate the specific data they wish to collect with the help of a legal expert in the field,” recommends Šveistys.

“It is important to recognise that the AI legal landscape is very new and rapidly evolving, with not many precedents in place to refer to as of yet. Hence, continuous monitoring and adaptation of your AI usage are crucial.”

Just this week, the UK Government made headlines with its announcement of a consultation on the use of copyrighted material for training AI models. Under the proposals, tech firms could be permitted to use copyrighted material unless owners have specifically opted out.

Despite the diversity of approaches globally, the AI regulatory push marks a significant moment for technological governance. Whether through the EU’s comprehensive model, China’s step-by-step strategy, or narrower, state-level initiatives like in the US, businesses worldwide must navigate a complex, evolving framework.

The challenge ahead will be striking the right balance between fostering innovation and mitigating risks, ensuring that AI remains a force for good while avoiding potential harms.

(Photo by Nathan Bingle)

See also: Anthropic urges AI regulation to avoid catastrophes

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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The development of this draft has been a collaborative effort, involving input from diverse sectors including industry, academia, and civil society. The initiative was led by four specialised Working Groups, each addressing specific aspects of AI governance and risk mitigation:

• Working Group 1: Transparency and copyright-related rules
• Working Group 2: Risk identification and assessment for systemic risk
• Working Group 3: Technical risk mitigation for systemic risk
• Working Group 4: Governance risk mitigation for systemic risk

The draft is aligned with existing laws such as the Charter of Fundamental Rights of the European Union. It takes into account international approaches, striving for proportionality to risks, and aims to be future-proof by contemplating rapid technological changes.

Key objectives outlined in the draft include:

• Clarifying compliance methods for providers of general-purpose AI models
• Facilitating understanding across the AI value chain, ensuring seamless integration of AI models into downstream products
• Ensuring compliance with Union law on copyrights, especially concerning the use of copyrighted material for model training
• Continuously assessing and mitigating systemic risks associated with AI models

Recognising and mitigating systemic risks

A core feature of the draft is its taxonomy of systemic risks, which includes types, natures, and sources of such risks. The document outlines various threats such as cyber offences, biological risks, loss of control over autonomous AI models, and large-scale disinformation. By acknowledging the continuously evolving nature of AI technology, the draft recognises that this taxonomy will need updates to remain relevant.

As AI models with systemic risks become more common, the draft emphasises the need for robust safety and security frameworks (SSFs). It proposes a hierarchy of measures, sub-measures, and key performance indicators (KPIs) to ensure appropriate risk identification, analysis, and mitigation throughout a model’s lifecycle.

The draft suggests that providers establish processes to identify and report serious incidents associated with their AI models, offering detailed assessments and corrections as needed. It also encourages collaboration with independent experts for risk assessment, especially for models posing significant systemic risks.

Taking a proactive stance to AI regulatory guidance

The EU AI Act, which came into force on 1 August 2024, mandates that the final version of this Code be ready by 1 May 2025. This initiative underscores the EU’s proactive stance towards AI regulation, emphasising the need for AI safety, transparency, and accountability.

As the draft continues to evolve, the working groups invite stakeholders to participate actively in refining the document. Their collaborative input will shape a regulatory framework aimed at safeguarding innovation while protecting society from the potential pitfalls of AI technology.

While still in draft form, the EU’s Code of Practice for general-purpose AI models could set a benchmark for responsible AI development and deployment globally. By addressing key issues such as transparency, risk management, and copyright compliance, the Code aims to create a regulatory environment that fosters innovation, upholds fundamental rights, and ensures a high level of consumer protection.

This draft is open for written feedback until 28 November 2024. 

See also: Anthropic urges AI regulation to avoid catastrophes

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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The legislation establishes a first-of-its-kind regulatory framework for AI systems, employing a risk-based approach that categorises AI applications based on their potential impact on safety, human rights, and societal wellbeing.

“Some systems are banned entirely, while systems deemed ‘high-risk’ are subject to stricter requirements and assessments before deployment,” explains the DPO Centre, a data protection consultancy.

Similar to GDPR, the Act’s extra-territorial reach means it applies to any organisation marketing, deploying, or using AI systems within the EU, regardless of where the system is developed. Businesses will be classified primarily as either ‘Providers’ or ‘Deployers,’ with additional categories for ‘Distributors,’ ‘Importers,’ ‘Product Manufacturers,’ and ‘Authorised Representatives.’

For organisations developing or deploying AI systems, particularly those classified as high-risk, compliance preparation promises to be complex. However, experts suggest viewing this as an opportunity rather than a burden.

“By embracing compliance as a catalyst for more transparent AI usage, businesses can turn regulatory demands into a competitive advantage,” notes the DPO Centre.

Key preparation strategies include comprehensive staff training, establishing robust corporate governance, and implementing strong cybersecurity measures. The legislation’s requirements often overlap with existing GDPR frameworks, particularly regarding transparency and accountability.

Organisations must also adhere to ethical AI principles and maintain clear documentation of their systems’ functionality, limitations, and intended use. The EU is currently developing specific codes of practice and templates to assist with compliance obligations.

For businesses uncertain about their obligations, experts recommend seeking professional guidance early. Tools like the EU AI Act Compliance Checker can help organisations verify their systems’ alignment with regulatory requirements.

Rather than viewing compliance as merely a regulatory burden, forward-thinking organisations should view the EU’s AI Act as an opportunity to demonstrate commitment to responsible AI development and build greater trust with their customers.

See also: AI governance gap: 95% of firms haven’t implemented frameworks

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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Curtis Wilson, Staff Data Engineer at Synopsys’ Software Integrity Group, believes the new regulation could be a crucial step in addressing the AI industry’s most pressing challenge: building trust.

“The greatest problem facing AI developers is not regulation, but a lack of trust in AI,” Wilson stated. “For an AI system to reach its full potential, it needs to be trusted by the people who use it.”

This sentiment is echoed by Paul Cardno, Global Digital Automation & Innovation Senior Manager at 3M, who noted, “With nearly 80% of UK adults now believing AI needs to be heavily regulated, the introduction of the EU’s AI Act is something that businesses have been long-waiting for.”

Both experts emphasise the Act’s potential to foster confidence in AI technologies. Wilson explained that while his company has implemented internal measures to build trust, external regulation is equally important.

“I see regulatory frameworks like the EU AI Act as an essential component to building trust in AI,” Wilson said. “The strict rules and punishing fines will deter careless developers and help customers feel more confident in trusting and using AI systems.”

Cardno added, “We know that AI is shaping the future, but companies will only be able to reap the rewards if they have the confidence to rethink existing processes and break away from entrenched structures.”

The EU AI Act primarily focuses on high-risk systems and foundational models. Wilson noted that many of its requirements align with existing best practices in data science, such as risk management, testing procedures, and comprehensive documentation.

For UK businesses, the impact of the EU AI Act extends beyond those directly selling to EU markets. 

Wilson pointed out that certain aspects of the Act may apply to Northern Ireland due to the Windsor Framework. Additionally, the UK government is developing its own AI regulations, with a recent whitepaper emphasising interoperability with EU and US regulations.

“While the EU Act isn’t perfect, and needs to be assessed in relation to other global regulations, having a clear framework and guidance on AI from one of the world’s major economies will help encourage those who remain on the fence to tap into the AI revolution,” Cardno explained.

While acknowledging that the new regulations may create some friction, particularly around registration and certification, Wilson emphasised that many of the Act’s obligations are already standard practice for responsible companies. However, he recognised that small companies and startups might face greater challenges.

“Small companies and start-ups will experience issues more strongly,” Wilson said. “The regulation acknowledges this and has included provisions for sandboxes to foster AI innovation for these smaller businesses.”

However, Wilson notes that these sandboxes will be established at the national level by individual EU member states, potentially limiting access for UK businesses.

As the AI landscape continues to evolve, the EU AI Act represents a significant step towards establishing a framework for responsible AI development and deployment.

“Having a clear framework and guidance on AI from one of the world’s major economies will help encourage those who remain on the fence to tap into the AI revolution, ensuring it has a safe, positive ongoing influence for all organisations operating across the EU, which can only be a promising step forwards for the industry,” concludes Cardno.

(Photo by Guillaume Périgois)

See also: UAE blocks US congressional meetings with G42 amid AI transfer concerns

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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This decision from Meta comes on the heels of Apple’s similar move to exclude the EU from its Apple Intelligence rollout, signalling a growing trend of tech giants hesitating to introduce advanced AI technologies in the region.

Meta’s latest multimodal AI model – capable of handling video, audio, images, and text – was set to be released under an open license. However, Meta’s decision will prevent European companies from utilising this technology, potentially putting them at a disadvantage in the global AI race.

“We will release a multimodal Llama model over the coming months, but not in the EU due to the unpredictable nature of the European regulatory environment,” a Meta spokesperson stated.

A text-only version of Meta’s Llama 3 model is still expected to launch in the EU.

Meta’s announcement comes just days after the EU finalised compliance deadlines for its new AI Act. Tech companies operating in the EU will have until August 2026 to comply with rules surrounding copyright, transparency, and specific AI applications like predictive policing.

The withholding of these advanced AI models from the EU market creates a challenging situation for companies outside the region. Those hoping to provide products and services utilising these models will be unable to offer them in one of the world’s largest economic markets.

Meta plans to integrate its multimodal AI models into products like the Meta Ray-Ban smart glasses. The company’s EU exclusion will extend to future multimodal AI model releases as well.

As more tech giants potentially follow suit, the EU may face challenges in maintaining its position as a leader in technological innovation while balancing concerns about AI’s societal impacts.

(Photo by engin akyurt)

See also: AI could unleash £119 billion in UK productivity

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The primary goal of this office is to promote the “future development, deployment and use” of AI technologies, aiming to harness their societal and economic benefits while mitigating associated risks. By focusing on innovation and safety, the office seeks to position the EU as a global leader in AI regulation and development.

According to Margerthe Vertager, the EU competition chief, the new office will play a “key role” in implementing the AI Act, particularly with regard to general-purpose AI models. She stated, “Together with developers and a scientific community, the office will evaluate and test general-purpose AI to ensure that AI serves us as humans and upholds our European values.”

Sridhar Iyengar, Managing Director for Zoho Europe, welcomed the establishment of the AI office, noting, “The establishment of the AI office in the European Commission to play a key role with the implementation of the EU AI Act is a welcome sign of progress, and it is encouraging to see the EU positioning itself as a global leader in AI regulation. We hope to continue to see collaboration between governments, businesses, academics and industry experts to guide on safe use of AI to boost business growth.”

Iyengar highlighted the dual nature of AI’s impact on businesses, pointing out both its benefits and concerns. He emphasised the importance of adhering to best practice guidance and legislative guardrails to ensure safe and ethical AI adoption.

“AI can drive innovation in business tools, helping to improve fraud detection, forecasting, and customer data analysis to name a few. These benefits not only have the potential to elevate customer experience but can increase efficiency, present insights, and suggest actions to drive further success,” Iyengar said.

The office will be staffed by more than 140 individuals, including technology specialists, administrative assistants, lawyers, policy specialists, and economists. It will consist of various units focusing on regulation and compliance, as well as safety and innovation, reflecting the multifaceted approach needed to govern AI effectively.

Rachael Hays, Transformation Director for Definia, part of The IN Group, commented: “The establishment of a dedicated AI Office within the European Commission underscores the EU’s commitment to both innovation and regulation which is undoubtedly crucial in this rapidly evolving AI landscape.”

Hays also pointed out the potential for workforce upskilling that this initiative provides. She referenced findings from their Tech and the Boardroom research, which revealed that over half of boardroom leaders view AI as the biggest direct threat to their organisations.

“This initiative directly addresses these fears as employees across various sectors are given the opportunity to adapt and thrive in an AI-driven world. The AI Office offers promising hope and guidance in developing economic benefits while mitigating risks associated with AI technology, something we should all get on board with,” she added.

As the EU takes these steps towards comprehensive AI governance, the office’s work will be pivotal in driving forward both innovation and safety in the field.

(Photo by Sara Kurfeß)

See also: Elon Musk’s xAI secures $6B to challenge OpenAI in AI race

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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“This is a historic day,” said Italian lawmaker Brando Benifei, co-lead on the AI Act. “We have the first regulation in the world which puts a clear path for safe and human-centric development of AI.”

The AI Act will categorise AI systems into four tiers based on their potential risk to society. High-risk applications like self-driving cars will face strict requirements before being allowed on the EU market. Lower risk systems will have fewer obligations.

“The main point now will be implementation and compliance by businesses and institutions,” Benifei stated. “We are also working on further AI legislation for workplace conditions.”

His counterpart, Dragoş Tudorache of Romania, said the EU aims to promote these pioneering rules globally. “We have to be open to work with others on how to build governance with like-minded parties.”

The general AI rules take effect in May 2025, while obligations for high-risk systems kick in after three years. National oversight agencies will monitor compliance.

Differing viewpoints on impact

Reaction was mixed on whether the Act properly balances innovation with protecting rights.

Curtis Wilson, a data scientist at Synopsys, believes it will build public trust: “The strict rules and punishing fines will deter careless developers, and help customers be more confident in using AI systems…Ensuring all AI developers adhere to these standards is to everyone’s benefit.”

However, Mher Hakobyan from Amnesty International criticised the legislation as favouring industry over human rights: “It is disappointing that the EU chose to prioritise interests of industry and law enforcement over protecting people…It lacks proper transparency and accountability provisions, which will likely exacerbate abuses.”

Companies now face the challenge of overhauling practices to comply.

Marcus Evans, a data privacy lawyer, advised: “Businesses need to create and maintain robust AI governance to make the best use of the technology and ensure compliance with the new regime…They need to start preparing now to not fall foul of the rules.”

After years of negotiations, the AI Act signals the EU intends to lead globally on this transformative technology. But dissenting voices show challenges remain in finding the right balance.

(Photo by Tabrez Syed on Unsplash)

See also: OpenAI calls Elon Musk’s lawsuit claims ‘incoherent’

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Now the outlines for the AI Act are known, a debate is beginning to erupt around its possible implications. One camp believes regulations are needed to curb the risks of powerful AI technology, while the other is convinced that regulation will prove pernicious for the European economy. Is it out of the question that safe AI products also bring economic prosperity?

‘Industrial revolution’ without Europe

The EU “prevents the industrial revolution from happening” and portrays itself as “no part of the future world,” Joe Lonsdale told Bloomberg. He regularly appears in the US media around AI topics as an outspoken advocate of the technology. According to him, the technology has the potential to cause a third industrial revolution, and every company should already have implemented it in its organization.

He earned a bachelor’s degree in computer science in 2003. Meanwhile, he co-founded several technology companies, including those that deploy artificial intelligence. He later grew to become a businessman and venture capitalist.

The only question is, are the concerns well-founded? At the very least, caution seems necessary to avoid seeing major AI products disappear from Europe. Sam Altman, a better-known IT figure as CEO of OpenAI, previously spoke out about the possible disappearance of AI companies from Europe if the rules become too hard to apply. He does not plan to pull ChatGPT out of Europe because of the AI law, but he warns here of the possible actions of other companies.

ChatGPT stays

The CEO himself is essentially a strong supporter of security legislation for AI. He advocates for clear security requirements that AI developers must meet before the official release of a new product.

When a major player in the AI field calls for regulation of the technology he is working with, perhaps we as Europe should listen. That is what is happening with the AI Act, through which the EU is trying to be the first in the world to put out a set of rules for artificial intelligence. The EU is a pioneer, but it will also have to discover the pitfalls of a policy in the absence of a working example in the world.

The rules will be continuously tested until they officially come into effect in 2025 by experts who publicly give their opinions on the law. A public testing period which AI developers should also find important, Altman said. The European Union also avoids making up rules from higher up for a field it doesn’t know much about itself. The legislation will come bottom-up by involving companies and developers already actively engaged in AI setting the standards.

Copy off

Although the EU often pronounces that the AI law will be the world’s first regulation of artificial intelligence, other places are tinkering with a legal framework just as much. The United Kingdom, for example, is eager to embrace the technology but also wants certainty about its security. To that end, it immerses itself in the technology and gains early access to DeepMind, OpenAI and Anthropic’s models for research purposes.

However, Britain has no plans to punish companies that do not comply. The country limits itself to a framework of five principles that artificial intelligence should comply with. The choice seems to play to the disadvantage of guaranteed safety of AI products, as the country says it is necessary not to make a mandatory political framework for companies, to attract investment from AI companies in the UK. So secure AI products and economic prosperity do not appear to fit well together according to the country. Wait and see if Europe’s AI law validates that.

(Editor’s note: This article first appeared on Techzine)

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Authors: Sean Musch, AI & Partners and Michael Borrelli, AI & Partners

AI – The opportunity and the challenge

AI currently delivers broad societal benefits, from medical advances to mitigating climate change. As an example, an AI technology developed by DeepMind, a UK- based business, can predict the structure of almost every protein known to science. Government frameworks consider the role of regulation in creating the environment for AI to flourish. AI technologies have not yet reached their full potential. Under the right conditions, AI will transform all areas of life and stimulate economies by unleashing innovation and driving productivity, creating new jobs and improving the workplace.

The UK has indicated a requirement to act quickly to continue to lead the international conversation on AI governance and demonstrate the value of our pragmatic, proportionate regulatory approach. In their report, the UK government identify the short time frame for intervention to provide a clear, pro-innovation regulatory environment in order to make the UK one of the top places in the world to build foundational AI companies. Not too dissimilar to this EU legislators have signalled an intention to make the EU a global hub for AI innovation. On both fronts responding to risk and building public trust are important drivers for regulation. Yet, clear and consistent regulation can also support business investment and build confidence in innovation.

What remains critical for the industry is winning and retaining consumer trust, which is key to the success of innovation economies. Neither the EU nor the UK can afford not to have clear, proportionate approaches to regulation that enable the responsible application of  AI to flourish. Without such consideration, they risk creating cumbersome rules applying to all AI technologies.

What are the policy objectives and intended effects?

Similarities exist in terms of the overall aims. As shown in the table below, the core similarities revolve around growth, safety and economic prosperity:

What are the problems being tackled?

Again, similarities exist in terms of a common focus: the end-user. AI’s involvement in multiple activities of the economy, whether this be from simple chatbots to biometric identification, inevitably mean that end-users end up being affected. Protecting them at all costs seems to be the presiding theme:

What are the differences in policy options?

A variety of options have been considered by the respective policymakers. On the face of it, pro-innovation requires a holistic examination to account for the variety of challenges new ways of working generate. The EU sets the standard with Option 3:

What are the estimated direct compliance costs to firms?

Both the UK Approach and the EU AI Act regulatory framework will apply to all AI systems being designed or developed, made available or otherwise being used in the EU/UK, whether they are developed in the EU/UK or abroad. Both businesses that develop and deploy AI, “AI businesses”, and businesses that use AI, “AI adopting businesses”, are in the scope of the framework. These two types of firms have different expected costs per business under the respective frameworks.

UK Approach: Key assumptions for AI system costs

Key finding: Cost of compliance for HRS highest under Option 3

EU AI Act: Total compliance cost of the five requirements for each AI product

Key finding: Information provision represents the highest cost incurred by firms.

In light of these comparisons, it appears the EU estimates a lower cost of compliance compared to the UK. Lower costs don’t confer a less rigid approach. Rather, they indicate an itemised approach to cost estimation as well as using a standard pricing metric, hours. In practice, firms are likely to aim to make this more efficient by reducing the number of hours required to achieve compliance.

Lessons from the UK Approach for the EU AI Act

The forthcoming EU AI Act is set to place the EU at the global forefront of regulating this emerging technology. Accordingly, models for the governance and mitigation of AI risk from outside the region can still provide insightful lessons for EU decision-makers to learn and issues to account for before the EU AI Act is passed.

This is certainly applicable to Article 9 of the EU AI Act, which requires developers to establish, implement, document, and maintain risk management systems for high-risk AI systems. There are three key ideas for EU decision-makers to consider from the UK Approach.

AI assurance techniques and technical standards

Unlike Article 17 of the EU AI Act, the quality management system put in place by providers of high-risk AI systems is designed to ensure compliance. To do this, providers of high-risk  AI  systems must establish techniques, procedures, and systematic actions to be used for development, quality control, and quality assurance. The EU AI Act only briefly covers the concept of assurance, but it could benefit from publishing assurance techniques and technical standards that play a critical role in enabling the responsible adoption of AI so that potential harms at all levels of society are identified and documented.

To assure AI systems effectively, the UK government is calling for a toolbox of assurance techniques to measure, evaluate, and communicate the trustworthiness of AI systems across the development and deployment life cycle. These techniques include impact assessment, audit, and performance testing along with formal verification methods. To help innovators understand how AI assurance techniques can support wider AI governance, the government launched a ‘Portfolio of AI Assurance techniques’ in Spring 2023. This is an industry collaboration to showcase how these tools are already being applied by businesses to real-world use cases and how they align with the AI regulatory principles.

Similarly, assurance techniques need to be underpinned by available technical standards, which provide a common understanding across assurance providers. Technical standards and assurance techniques will also enable organisations to demonstrate that their systems are in line with the regulatory principles enshrined under the EU AI Act and the UK Approach. Similarities exist in terms of the stage of development.

Specifically, the EU AI Act defines common mandatory requirements applicable to the design and development of certain AI systems before they are placed on the market that will be further operationalised through harmonised technical standards. In equal fashion, the UK government intends to have a leading role in the development of international technical standards, working with industry, international and UK partners. The UK government plans to continue to support the role of technical standards in complementing our approach to AI regulation, including through the UK AI Standards Hub. These technical standards may demonstrate firms’ compliance with the EU AI Act.

A harmonised vocabulary

All relevant parties would benefit from reaching a consensus on the definitions of key terms related to the foundations of AI regulation. While the EU AI Act and the UK Approach are either under development or in the incubation stage, decision-makers for both initiatives should seize the opportunity to develop a shared understanding of core AI ideas, principles, and concepts, and codify these into a harmonised transatlantic vocabulary. As shown below, identification of where both initiatives are in agreement, and where they diverge, has been undertaken:

How AI & Partners can help

We can help you start assessing your AI systems using recognised metrics ahead of the expected changes brought about by the EU AI Act. Our leading practice is geared towards helping you identify, design, and implement appropriate metrics for your assessments.

 Website: https://www.ai-and-partners.com/

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The event is co-located with Digital Transformation Week.

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