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The AI Advantage: How Stays Ahead in the Industry with new EU Law

artificial intelligence

In an era where Artificial Intelligence (AI) is becoming increasingly intertwined with our daily lives, the European Union (EU) has taken a significant step to ensure transparency and accountability in the use of AI systems. The EU is now requiring businesses to disclose their use of AI, marking a pivotal moment in the regulation of AI technologies.

What Is The New EU AI Law?

Mandatory Disclosure: Perhaps the most notable aspect of the new law, is the mandatory disclosure requirement. Businesses that use AI systems must now provide clear and accessible information to the public, outlining when AI is being employed in their operations. This transparency aims to build trust with consumers and ensure that individuals are aware of AI-driven decision-making processes that may affect them.
High-Risk AI Systems: The law specifically targets high-risk AI systems, such as those used in healthcare, transportation, and law enforcement. These systems will face more stringent regulations, including conformity assessments and ongoing monitoring.
Prohibited Practices: The EU law also outlines a set of prohibited AI practices, which include AI systems designed to manipulate individuals' behaviour in a harmful way, such as social credit scoring systems. Additionally, AI systems that pose risks to fundamental rights, such as discriminatory algorithms, are strictly prohibited.
Data Protection and Privacy: The law reinforces data protection and privacy principles by requiring that AI systems respect individuals' personal data and privacy rights. This aligns with existing EU regulations such as the General Data Protection Regulation (GDPR).
Transparency and Accountability: Businesses are required to maintain a record of their AI systems' activities, which can be audited by authorities. This accountability measure ensures that businesses are held responsible for the impact of their AI technologies.

AI at work

How This Affects
At, we value transparency in our business practices. While the UK is no longer part of the EU, we believe the UK will be soon to follow with new AI legislation and we want our customers to know that we use AI to improve our services with integrity. Our team at DirectDoors uses AI in various aspects of our business operations. We employ Shopify, which has a built-in text generator, to help with product descriptions and headers. Additionally, we use ChatGPT to streamline our creative writing processes, ensuring fast and engaging content for our customers. However, it's important to note that our door designs are created by our in-house team, not AI. They are presented exactly as envisioned by our talented designers. Some of the lifestyle backgrounds on our website are generated using AI algorithms, enhancing the customer's ability to visualize our doors in modern settings. As we embrace AI to drive innovation and enhance our capacity to provide exceptional content and services, we want to emphasize that our staff and workforce remain irreplaceable pillars of our success.

Source: Your gateway to the EU, News, Highlights | European Union (, Image by on Freepik, Image by vectorjuice on Freepik, Image by vectorjuice on Freepik

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