Why “governed” is not optional
Regulation (EU) 2024/1689 has been in force since 1 August 2024, and it is already operative in the places that matter most to anyone deploying agents. It was amended in July 2026 by Regulation (EU) 2026/1744, the Digital Omnibus on AI, published in the Official Journal on 24 July 2026 and in force since 27 July 2026. Both instruments are cited below by article, because the amendments moved dates and, in one case, changed a duty.
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Article 2 — territorial scope
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First question: does it reach you at all?
This is an EU regulation, and a UK operation is not automatically inside it. Article 2 catches you in two situations that matter in practice: where you place an AI system on the Union market or put one into service there — as a provider — irrespective of where you are established; and where you are a provider or deployer established outside the Union but the output produced by the system is used in the Union. A London firm running an internal agent on UK-only data and UK-only users is, on the face of it, outside. A London firm whose assistant answers customers in Dublin, or whose agent produces output relied on by an EU subsidiary, is not. That determination is the single most valuable half-hour we spend with a new client, and it comes before any discussion of what to build. The rest of this section assumes the answer is yes.
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Applied 2 February 2025
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The prohibitions are live.
The Article 5 prohibitions have applied since 2 February 2025. Article 5 sets out eight prohibited practices, rising to ten on 2 December 2026, when the two added by Regulation (EU) 2026/1744 take effect — and clearing them is the first thing any build has to do.
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Applied 2 February 2025 · rewritten 27 July 2026
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AI literacy is an obligation about your people — and its shape changed on 27 July 2026.
Article 4 has applied since the same date, 2 February 2025, and it attaches to providers and deployers alike, reaching the staff and other persons dealing with the operation and use of the system on your behalf. Regulation (EU) 2026/1744 rewrote it with effect from 27 July 2026. The duty is now to take measures to support the development of AI literacy, and the amended text says expressly that it does not require providers or deployers to guarantee any specific level of AI literacy of any individual. That is an obligation of means rather than of result. It is lighter than it was. It is not satisfied by software, and it is still routinely missed.
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Applied 2 August 2025
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Penalties apply.
Article 99 has applied since 2 August 2025 — up to EUR 35m or 7% of global annual turnover for prohibited practices, and up to EUR 15m or 3% for most other breaches — though national enforcement regimes vary. The one carve-out is Article 101, the fines on providers of general-purpose AI models, which sits on its own timetable. Obligations for general-purpose AI models have applied since 2 August 2025.
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Applied 2 August 2026
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Transparency is the obligation already in force.
Article 50 has applied since 2 August 2026, and the Digital Omnibus did not defer it. It divides along the provider and deployer line, which is where most readers of this page misplace themselves:
Article 50 — which side of the line you are on
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As a provider
Article 50(1): AI systems intended to interact directly with natural persons must be designed and developed so that those persons are informed they are dealing with an AI system, unless that is obvious to a reasonably well-informed person. Article 50(2): providers of systems generating synthetic audio, image, video or text — general-purpose systems included — must ensure the outputs are marked in a machine-readable format and detectable as artificially generated or manipulated. If you commission a bespoke assistant, you may well be the provider of it.
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As a deployer
Article 50(3): deployers of an emotion recognition system or a biometric categorisation system must inform the people exposed to it. Article 50(4): deployers must disclose deep fakes, and must disclose AI-generated or AI-manipulated text published to inform the public on matters of public interest, subject to narrow exceptions where a human holds editorial responsibility.
There is one transitional. Generative systems already placed on the market before 2 August 2026 have until 2 December 2026 to bring their outputs into line with the machine-readable marking duty. Anything placed on the market on or after 2 August 2026 — which is to say anything we build for you — gets no such relief, and has to ship marked.
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From 2 December 2027 · Annex I from 2 August 2028
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High-risk arrives on 2 December 2027, and that is not far enough off to build carelessly.
Obligations for the high-risk systems listed in Annex III apply from 2 December 2027, and for high-risk AI embedded in the regulated products of Annex I from 2 August 2028, following the deferral in Regulation (EU) 2026/1744. If an agent you deploy lands in that category, Article 26 sets out what being the deployer costs: use in accordance with the instructions for use; human oversight assigned to natural persons with the necessary competence, training and authority; input data that is relevant and sufficiently representative where you control it; monitoring of the system in operation, with a duty to suspend use and inform the provider and the market surveillance authority where it presents a risk; logs kept for at least six months; where the deployer is an employer, workers’ representatives and affected workers informed before the system goes into service at the workplace; and, for the Annex III systems that make or assist decisions about people, those people told they are subject to it. That is not a document you produce in the final quarter. It is a description of how the system has to have been built.
Read that list again and notice what it actually asks for: know what the system does, keep a record, put a competent human in the right place, tell people the truth, and be able to stop. None of it is exotic. It is close to a description of a well-engineered system. The organisations in difficulty are not the ones that found the Act demanding. They are the ones that built first and asked afterwards.
Our house position. We will not promise you compliance. The regulator decides that, not us. What we give you is an accurate picture and a defensible order of work — and, where we build, a system whose behaviour can actually be evidenced. We are a management consultancy, not a law firm: nothing on this page is legal advice, and where a question turns on your own facts, ask it on your own facts — with us, or with your own counsel.
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