{"id":13833,"date":"2026-07-17T06:17:39","date_gmt":"2026-07-17T06:17:39","guid":{"rendered":"https:\/\/www.exporis.ch\/ai-act-2026\/"},"modified":"2026-07-17T06:42:39","modified_gmt":"2026-07-17T06:42:39","slug":"ai-act-2026","status":"publish","type":"post","link":"https:\/\/www.exporis.ch\/de\/ai-act-2026\/","title":{"rendered":"Was Schweizer Unternehmen kennzeichnen m\u00fcssen, wenn sie KI einsetzen"},"content":{"rendered":"

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You may have heard that AI-generated content will have to be labelled from August 2026. Those reports refer to the EU AI Act<\/a>, which does not automatically apply as Swiss law<\/a>. For Swiss communications teams, the practical question is more specific: where do the European rules still reach their work, and when does voluntary disclosure make sense in Switzerland?<\/p>\n

The answer depends on where the organisation operates, which audiences it addresses and how artificial intelligence has shaped the final publication. A Swiss company communicating solely within Switzerland will not generally fall under Article 50 simply because its website is accessible from the European Union. The position becomes less straightforward when the company offers AI-enabled services in the EU, develops campaigns for European markets or works for clients whose publications are governed by the new rules.<\/p>\n

Switzerland is preparing its own regulatory response, but it has not chosen to reproduce the EU AI Act in full. No general Swiss requirement to label every AI-assisted text, image or video takes effect in August 2026. Existing rules on data protection, personality rights, copyright and unfair competition already constrain certain uses, while forthcoming legislation is expected to deal more directly with transparency and accountability.<\/p>\n

For communications leaders, the immediate task is to understand three separate issues: what the EU AI Act requires, when those obligations can apply to a Swiss organisation and where voluntary disclosure would help an audience understand what it is seeing, hearing or reading.<\/b><\/p>\n

What The EU Rules Mean For Swiss Organisations<\/h2>\n

Article 50 of the EU AI Act applies from 2 August 2026 and introduces transparency duties for particular AI interactions and forms of synthetic content. It does not create a blanket rule that every publication involving AI must carry a label.<\/p>\n

People in the European Union must be informed when they are interacting with an AI system unless this is already obvious. A website assistant clearly presented as an automated service is relatively simple to manage. A conversational interface given a human name, photograph and personal writing style requires more care, especially when it deals with sensitive enquiries or appears to provide individual advice.<\/p>\n

Providers of generative AI systems must also make their outputs identifiable in a machine-readable form. Depending on the medium, that may involve metadata, watermarks, digital provenance records, fingerprinting or other technical methods that allow artificial or manipulated content to be detected.<\/p>\n

Organisations publishing the material face a different responsibility. Certain deepfakes and AI-generated<\/a> or manipulated texts concerning matters of public interest must be disclosed to the audience. The notice should be clear and available when the audience first encounters the content.<\/p>\n

A Swiss\u00a0company does not become subject to these rules merely because its content can be opened from an EU country. Company registration is not the only factor, however. The European regime may become relevant when a Swiss organisation places an AI system on the EU market, operates it within the Union or supplies output intended for use there. A Swiss agency creating a campaign for a German client, for example, may need to work within the European transparency framework even if the agency has no EU office of its own.<\/p>\n

The most accurate formulation is therefore that the EU AI Act is not Swiss domestic law, although individual Swiss organisations may still fall within its scope through their European activities.<\/p>\n

Not Everything Created With AI Needs A Label<\/h2>\n

Artificial intelligence can play very different roles in the same communications workflow. A tool may correct spelling, improve sentence structure, suggest a headline or translate approved copy. In such cases, the organisation remains responsible for the message and the technology operates inside an editorial process.<\/p>\n

Labelling every linguistic correction or translation would provide little useful information. It could also make more consequential disclosures easier to overlook.<\/p>\n

The question becomes more serious once AI begins to shape the substance of the publication. An automatically generated article, invented quotation or unreviewed explanation of a new regulation can affect what readers understand. Synthetic images, cloned voices and realistically manipulated video can create a greater risk because they present people, statements or events in a form that appears authentic.<\/p>\n

Under the EU AI Act, deepfakes are not confined to fraudulent political videos. The definition can cover artificially generated or manipulated images, audio and video resembling real people, organisations, places, objects or events where the result could be mistaken for reality.<\/p>\n

For a company, this might include a synthetic recording of an executive, an altered image of an industrial incident, a virtual spokesperson closely modelled on a real employee or an AI-generated product demonstration presented as documentary footage. Disclosure may be required, although the presence of a label will not make a misleading or unlawful concept acceptable.<\/p>\n

Creative, fictional, artistic and satirical works receive greater flexibility in how disclosure is presented. The notice can be designed in a way that does not unnecessarily interrupt the experience, while still allowing the audience to understand that the material has been generated or altered.<\/p>\n

When Editorial Review Is Enough<\/h2>\n

One of the most important qualifications concerns AI-generated or manipulated text published to inform the public about matters of public interest. Disclosure may not be required where the text has undergone human review or editorial control and a person or organisation assumes responsibility for the final publication.<\/p>\n

This provision matters to newsrooms, agencies, corporate publishers and organisations producing regulatory, economic or policy commentary. It acknowledges that AI can assist a professional editorial process without every finished article being presented as machine-generated.<\/p>\n

The quality of the review will matter more than the label attached to the workflow. A reviewer should be able to challenge the framing, verify evidence, correct factual claims, rewrite substantial passages and reject the draft entirely. Responsibility must also be clear. Someone needs the authority to approve the publication and answer for its content.<\/p>\n

An expert article that has been researched, rewritten, fact-checked and approved by an editor occupies a different position from a daily stream of automated summaries receiving only occasional supervision. A final approval click does not, by itself, demonstrate meaningful editorial control.<\/p>\n

Human review also does not provide a general exemption for every form of synthetic content. The qualification concerns particular public-interest texts. Approval of a realistic AI-generated image, cloned voice or manipulated video does not automatically remove a disclosure duty applying to that material.<\/p>\n

The term \u201cpublic interest\u201d will require judgement. Elections, government decisions, public health, safety, regulation, legal rights, environmental incidents and major economic developments are likely examples. Companies also publish on such matters when they explain a pharmaceutical approval, pension reform, data breach, energy shortage or restructuring with wider consequences.<\/p>\n

A post about a redesigned office is unlikely to raise the same concern as an automated explanation of a referendum. The purpose and likely effect of the publication matter more than the type of organisation distributing it.<\/p>\n

Why Metadata Alone May Not Be Enough<\/h2>\n

The EU framework separates technical identification from disclosure to the audience, and those responsibilities may sit with different organisations in the same production chain.<\/p>\n

A generative system provider may be responsible for embedding machine-readable information into the output. The organisation publishing certain content may still need to provide a visible or audible notice to the reader, viewer or listener.<\/p>\n

Embedded metadata will not always replace a clear disclosure. Nor will a caption reading \u201cAI-generated image\u201d resolve every technical obligation elsewhere in the chain.<\/p>\n

Problems often emerge when content moves beyond the channel for which it was created. A visual may be downloaded, cropped, reformatted or reposted by a third party. Metadata can disappear during export, while a caption may become separated from the image. A useful policy should therefore consider whether the disclosure will remain understandable when the material is reused.<\/p>\n

The European Commission has introduced optional icons for fully generated and partially modified content. These may contribute to a more recognisable visual language, although using an icon does not establish compliance on its own. The notice still needs to suit the medium and appear at the right point in the audience\u2019s experience.<\/p>\n

Plain language will usually work best. \u201cAI-generated image\u201d, \u201cThis voice was generated using AI\u201d or \u201cYou are communicating with an AI assistant\u201d provides more clarity than a general reference to automated technology hidden in a footer.<\/p>\n

How Switzerland Is Approaching AI Transparency<\/h2>\n

Switzerland currently has no comprehensive AI statute equivalent to the EU AI Act. Its emerging approach is expected to rely on targeted changes to existing law, sector-specific regulation and non-binding measures such as security standards<\/a>, industry solutions and voluntary commitments.<\/p>\n

Switzerland has signed the Council of Europe Framework Convention on Artificial Intelligence and intends to ratify it. The Federal Council has instructed the administration to prepare a consultation draft by the end of 2026, with transparency, data protection, non-discrimination and supervision among the areas expected to receive attention.<\/p>\n

Organisations are already subject to legal constraints when they use AI. The Federal Data Protection Act applies to AI-supported processing of personal data, including the use of personal information to train, configure or operate an AI system. Companies must continue to meet obligations relating to transparency, proportionality, security and individual rights, while higher-risk processing may require a data protection impact assessment.<\/p>\n

Other areas of Swiss law can become relevant before any dedicated AI legislation enters into force. A cloned voice may raise questions of consent and personality protection. An AI-generated campaign may reproduce protected material. A synthetic product demonstration may mislead consumers or business partners. A label explains the role of AI; it does not cure an unlawful use of the technology.<\/p>\n

Swiss organisations therefore face several different situations.<\/p>\n

A business communicating only with a Swiss audience will primarily be governed by Swiss law and its own transparency standards. It may still choose to disclose synthetic content where authenticity matters, but it should not describe the EU rules as a direct Swiss obligation.<\/p>\n

A Swiss company offering AI systems or services in the EU should examine how and where those systems are placed on the market, operated and used. Its registered office provides only part of the answer.<\/p>\n

A Swiss agency producing content for an EU client must also consider the wider production process. The client may approve the final publication, while the agency controls the tools, prompts and source files needed to determine whether disclosure is required. Contracts should make clear who approves generative AI use, who keeps the original files and metadata, and who decides how the audience will be informed.<\/p>\n

What Clients And Agencies Should Agree In Advance<\/h2>\n

Many disclosure problems begin long before publication. A company commissions a campaign from an agency, the agency uses a freelance producer, the producer works with a third-party generation platform and the finished assets are adapted by several local teams. Once the material reaches the audience, no one is entirely certain who verified its origin or whether the original metadata still exists.<\/p>\n

AI expectations should therefore form part of the brief and contract. The agreement should cover permitted uses, approval requirements for synthetic people and voices, treatment of confidential information, preservation of source files, responsibility for audience disclosure and reuse in other markets.<\/p>\n

Agencies should tell clients when generative AI has materially shaped an asset. Clients should also distinguish between routine production assistance and interventions that alter authenticity, evidence or public understanding.<\/p>\n

Internal workflows deserve the same discipline. Communications teams should prepare a small number of approved disclosures for recurring formats and build them into publishing and design templates. The purpose is to prevent important decisions from being made hurriedly at the end of production.<\/p>\n

Documentation should remain proportionate. Recording every spelling suggestion would create administrative work without improving accountability. Material uses deserve a durable record: which system was used, what part of the content it produced or changed, whether personal or confidential information was involved, who reviewed the output and why disclosure was considered appropriate.<\/p>\n

That record can become valuable months later, when a publication is challenged, a supplier relationship has ended or the same content is adapted for another jurisdiction.<\/p>\n

When Voluntary Disclosure Still Makes Sense<\/h2>\n

A Swiss organisation may decide to label certain material even when no legal duty requires it. This can be sensible where knowledge of the AI involvement would change how the audience interprets the content, particularly in sectors where evidence, professional judgement and authenticity carry unusual weight.<\/p>\n

Voluntary disclosure should remain proportionate. Applying the same warning to every translated paragraph and synthetic executive statement would weaken the meaning of the label. Audiences may begin to ignore it, while genuinely consequential uses receive no greater prominence than routine editing assistance.<\/p>\n

A practical policy should reserve the clearest notices for content that changes how people understand authorship, authenticity or reality. Before publication, an editor should know whether the audience is interacting with an automated system, whether the material imitates a real person or event, whether AI has generated substantive public-interest information and whether the final publication has undergone credible editorial review.<\/p>\n

The best-prepared Swiss communications teams will understand which European obligations reach their work, which Swiss rules already apply and where voluntary openness strengthens trust. Their labels will emerge from a considered editorial process and make that judgement visible to the audience.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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 <\/p>","protected":false},"excerpt":{"rendered":"

Da das EU-KI-Gesetz im August 2026 in Kraft tritt, erfahren Sie hier, was die neuen Transparenzvorschriften f\u00fcr Schweizer Unternehmen bedeuten. <\/p>","protected":false},"author":5,"featured_media":13835,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,77,106],"tags":[],"class_list":["post-13833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-insights","category-technology"],"yoast_head":"\nWhat Swiss Companies Need To Label When They Use AI - Exporis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.exporis.ch\/de\/ai-act-2026\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Swiss Companies Need To Label When They Use AI - 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