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Commercial Awareness Compass

Understanding the ins and outs of the EU AI Act

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Brendan Collar

Brendan is a Commercial Legal Counsel at TikTok. He is a commercial specialist with expertise in advertising, marketing and commercial contracts, particularly in the tech, media, sports and retail sectors.

Published Thu, 07 May

The European Union has launched the first comprehensive regulatory framework for Artificial Intelligence (AI), after several years of planning. The Act sets to redefine the approach that companies will take to AI usage, placing emphasis on transparency and user protection. As regulators have now put their foot down, businesses face a difficult choice between strict compliance and accessing the valuable European market or seeking friendlier shores. 

Will these new requirements secure our safety or simply drive the brightest minds away from Europe? Is the EU setting a global gold standard or a barrier to entry? And will startups be able to shoulder the compliance burden? 

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