The EU AI Act applies from 2 August 2026 — fines can reach 7% of annual turnover
The EU AI Act is not just another document from Brussels. It is an attempt to set clear rules for technology that is already entering sales, marketing, customer support, recruitment, administration, finance and business decision-making.
AI can be an excellent business tool. It can speed up writing, data analysis, customer support, sales, product development and decision-making. But the same tool can confidently give a wrong answer, misread data or suggest a decision that looks convincing but is not sufficiently checked.
The problem starts when such outputs are used in business processes with real consequences: recruitment, customer assessment, financial decisions, processing personal data, healthcare, education, security or access to important services. At that point, AI is no longer only a “smart assistant”; it becomes technology that can affect people, rights, risks and business responsibility.
That is why the EU AI Act introduces rules according to risk level. The greater the possible impact on safety, fundamental rights or important life decisions, the stricter the obligations for companies that develop, place on the market or use AI systems.
In the most serious cases, for prohibited AI practices, fines can reach EUR 35 million or 7% of total annual turnover, whichever is higher. Other infringements, including certain obligations for high-risk AI systems, can reach EUR 15 million or 3% of annual turnover.
Companies in finance, insurance, healthcare, private clinics, HR, education, security, video surveillance, e-commerce, customer support and larger B2B systems should pay special attention when AI influences people, access to services or sensitive data.
Good regulation is not useful because it stops AI, but because it sets boundaries where technology can cause real harm. Clear rules can help companies use AI more safely and with more trust from users, employees and partners.
Not sure whether the EU AI Act applies to your company?
If you use AI tools in marketing, sales, administration or other internal processes, you may already have regulatory obligations.
Contact us for a short free check and find out which steps you should take.