{"id":11149,"date":"2026-07-24T13:14:41","date_gmt":"2026-07-24T13:14:41","guid":{"rendered":"https:\/\/insightland.org\/?p=11149"},"modified":"2026-07-24T13:14:43","modified_gmt":"2026-07-24T13:14:43","slug":"eu-ai-act-a-pr-co-realnie-zmienia-sie-dla-komunikacji-w-2026-roku","status":"publish","type":"post","link":"https:\/\/insightland.org\/pl\/blog\/eu-ai-act-a-pr-co-realnie-zmienia-sie-dla-komunikacji-w-2026-roku\/","title":{"rendered":"EU AI Act a PR: co realnie zmienia si\u0119 dla komunikacji w 2026 roku"},"content":{"rendered":"\t\t\t\t<style>p.is-style-uppercase{text-transform:uppercase}p.is-style-preheading{margin-bottom:var(--wp--preset--spacing--small);font-size:clamp(.875rem,2vw,1.125rem);font-weight:500;line-height:clamp(1.05rem,2vw,1.35rem);color:var(--wp--preset--color--dark-800);letter-spacing:.05rem;text-transform:uppercase}p.is-style-subheading{margin-bottom:1.5rem;font-weight:800;color:var(--wp--preset--color--primary);letter-spacing:0.075rem;text-transform:uppercase;font-size:1rem;line-height:1.5}p.is-style-leadparagraph{font-weight:700;font-size:1rem;line-height:1.5}@media(min-width: 768px){p.is-style-leadparagraph{font-size:1.125rem;line-height:1.5}}.block-theme--dark p.is-style-preheading{color:var(--wp--preset--color--light)}\n<\/style>\n\t\t\t\t\n<p>Od 2 sierpnia 2026 roku obowi\u0105zki transparentno\u015bci z Artyku\u0142u 50 EU AI Act staj\u0105 si\u0119 egzekwowalne. Dla zespo\u0142\u00f3w PR i komunikacji oznacza to konkretne, terminowe wymagania dotycz\u0105ce oznaczania tre\u015bci generowanych przez AI i ujawniania deepfake&#8217;\u00f3w. Kary za naruszenia si\u0119gaj\u0105 do 15 mln EUR lub 3% globalnego obrotu rocznego, w zale\u017cno\u015bci od tego, kt\u00f3ra kwota jest wy\u017csza.<\/p>\n\n\n\n<p>To nie jest odleg\u0142a regulacja dotycz\u0105ca wy\u0142\u0105cznie firm technologicznych. Ka\u017cda organizacja, kt\u00f3ra u\u017cywa chatbot\u00f3w do kontaktu z klientami, generuje tre\u015bci marketingowe przy pomocy AI, lub publikuje materia\u0142y z syntetycznym wideo lub audio, podlega obowi\u0105zkom z Art. 50. A 76% specjalist\u00f3w PR ju\u017c korzysta z narz\u0119dzi generatywnej AI w codziennej pracy (<a href=\"https:\/\/muckrack.com\/research\/state-of-ai-in-pr\">Muck Rack, State of AI in PR 2026<\/a>). Jednocze\u015bnie ok. 55% firm PR nie ma \u017cadnej polityki AI (Muck Rack, 2025), co oznacza, \u017ce ponad po\u0142owa bran\u017cy korzysta z AI bez formalnych zasad, jak to robi\u0107 zgodnie z prawem i etyk\u0105.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co dok\u0142adnie wymaga Art. 50 EU AI Act<\/h2>\n\n\n\n<p>Artyku\u0142 50 nak\u0142ada cztery g\u0142\u00f3wne obowi\u0105zki transparentno\u015bci, kt\u00f3re dotycz\u0105 r\u00f3\u017cnych typ\u00f3w system\u00f3w AI.<\/p>\n\n\n\n<p><strong>Chatboty i asystenci wirtualni (Art. 50 ust. 1).<\/strong> Dostawcy system\u00f3w AI przeznaczonych do bezpo\u015bredniej interakcji z lud\u017ami musz\u0105 zapewni\u0107, \u017ce u\u017cytkownik jest informowany, i\u017c rozmawia z AI, a nie z cz\u0142owiekiem. Wyj\u0105tek: sytuacje, w kt\u00f3rych charakter AI jest oczywisty z kontekstu. W praktyce dla PR: je\u015bli Twoja firma lub klient u\u017cywa chatbota obs\u0142ugi klienta, musi on jasno komunikowa\u0107, \u017ce jest sztuczn\u0105 inteligencj\u0105.<\/p>\n\n\n\n<p><strong>Tre\u015bci generowane przez AI (Art. 50 ust. 2).<\/strong> Dostawcy system\u00f3w generatywnej AI (produkuj\u0105cych tekst, obraz, audio, wideo) musz\u0105 oznacza\u0107 wyj\u015bcia w formacie czytelnym maszynowo, tak aby mo\u017cna by\u0142o wykry\u0107, \u017ce tre\u015b\u0107 zosta\u0142a wygenerowana lub zmanipulowana przez AI. Komisja Europejska opracowuje standaryzowan\u0105 etykiet\u0119 UE. W praktyce: tre\u015bci marketingowe, komunikaty prasowe, posty w social mediach tworzone z pomoc\u0105 AI mog\u0105 wymaga\u0107 oznaczenia.<\/p>\n\n\n\n<p><strong>Deepfake&#8217;i (Art. 50 ust. 4).<\/strong> Osoby wdra\u017caj\u0105ce systemy AI, kt\u00f3re generuj\u0105 lub manipuluj\u0105 obrazem, audio lub wideo w spos\u00f3b imituj\u0105cy rzeczywiste osoby, miejsca lub zdarzenia, musz\u0105 ujawnia\u0107, \u017ce tre\u015b\u0107 jest wygenerowana lub zmanipulowana przez AI. W praktyce: syntetyczne wideo z udzia\u0142em realnych os\u00f3b (np. AI-generowane wypowiedzi CEO) musi by\u0107 oznaczone.<\/p>\n\n\n\n<p><strong>Systemy biometryczne i rozpoznawania emocji (Art. 50 ust. 3).<\/strong> Osoby wdra\u017caj\u0105ce systemy kategoryzacji biometrycznej lub rozpoznawania emocji musz\u0105 informowa\u0107 osoby, kt\u00f3rych to dotyczy. W praktyce: mniej bezpo\u015brednio dotyka PR, ale ma znaczenie dla firm wykorzystuj\u0105cych analiz\u0119 emocji na eventach czy w badaniach komunikacji.<\/p>\n\n\n\t\t\t\t<style>\n<\/style>\n\t\t\t\t\n<figure class=\"wp-block-image size-large\"><a href=\"#calendly\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"275\" src=\"https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-1024x275.png\" alt=\"A banner with text: &quot;Let your customers find you, wherever they look. Boost visibility in AI.&quot; Click to book a meeting via Calendly.\" class=\"wp-image-5968\" srcset=\"https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-1024x275.png 1024w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-300x81.png 300w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-768x207.png 768w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-1536x413.png 1536w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-380x102.png 380w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-60x16.png 60w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-400x108.png 400w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1-600x161.png 600w, https:\/\/insightland.org\/app\/uploads\/2025\/11\/Insightland-_-Baner-_-Boost-visibility-in-AI-_-v1.png 1666w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Co zosta\u0142o przesuni\u0119te (Digital Omnibus), a co nie<\/h2>\n\n\n\n<p>W maju 2026 Parlament Europejski i Rada UE osi\u0105gn\u0119\u0142y porozumienie w sprawie pakietu Digital Omnibus, kt\u00f3ry upro\u015bci\u0142 i przesun\u0105\u0142 cz\u0119\u015b\u0107 termin\u00f3w EU AI Act. Kluczowa informacja: obowi\u0105zki z Art. 50 NIE zosta\u0142y przesuni\u0119te. Wchodz\u0105 w \u017cycie zgodnie z planem, 2 sierpnia 2026, wraz z mechanizmami egzekwowania (<a href=\"https:\/\/compliancehub.wiki\/eu-ai-act-article-50-transparency-digital-omnibus-2026\/\">ComplianceHub.Wiki<\/a>).<\/p>\n\n\n\n<p>To co zosta\u0142o przesuni\u0119te przez Digital Omnibus to g\u0142\u00f3wnie obowi\u0105zki dotycz\u0105ce system\u00f3w AI wysokiego ryzyka i oznaczania system\u00f3w, kt\u00f3re s\u0105 ju\u017c na rynku (przesuni\u0119cie do 2 grudnia 2026 dla istniej\u0105cych system\u00f3w, wg HSF Kramer). Organizacje, kt\u00f3re przeczyta\u0142y nag\u0142\u00f3wki o \u201eop\u00f3\u017anieniu termin\u00f3w&#8221; i wstrzyma\u0142y przygotowania, pope\u0142ni\u0142y powa\u017cny b\u0142\u0105d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pi\u0119\u0107 konkretnych krok\u00f3w dla zespo\u0142u PR<\/h2>\n\n\n\n<p>Poni\u017csze kroki nie wymagaj\u0105 prawnika na ka\u017cdym etapie, ale wymagaj\u0105 koordynacji z dzia\u0142em prawnym i IT.<\/p>\n\n\n\t\t\t\t<style>ul,ol{counter-reset:item}ul.is-style-table-of-contents-style ol,ol.is-style-table-of-contents-style ol{padding:0;margin:0;list-style-type:none}ul.is-style-table-of-contents-style li,ol.is-style-table-of-contents-style li{counter-increment:item;margin-bottom:var(--wp--preset--spacing--6);font-size:var(--wp--preset--font-size--large)}ul.is-style-table-of-contents-style ol li,ol.is-style-table-of-contents-style ol li{display:flex;margin-bottom:.6em}ul.is-style-table-of-contents-style ol li:first-of-type,ol.is-style-table-of-contents-style ol li:first-of-type{margin-top:var(--wp--preset--spacing--6)}ul.is-style-table-of-contents-style ol li::before,ol.is-style-table-of-contents-style ol li::before{content:counters(item, \".\") \". \";padding-right:.6em}ul.is-style-table-of-contents-style ol>li ol>li:before,ol.is-style-table-of-contents-style ol>li ol>li:before{content:counters(item, \".\") \" \"}ul.is-style-checkmark-style,ul.is-style-checkmark-style-2,ol.is-style-checkmark-style,ol.is-style-checkmark-style-2{position:relative;list-style:none}ul.is-style-checkmark-style li,ul.is-style-checkmark-style-2 li,ol.is-style-checkmark-style li,ol.is-style-checkmark-style-2 li{position:relative;margin-bottom:var(--wp--preset--spacing--xsmall)}ul.is-style-checkmark-style li::before,ul.is-style-checkmark-style-2 li::before,ol.is-style-checkmark-style li::before,ol.is-style-checkmark-style-2 li::before{content:\"\";width:24px;height:24px;position:absolute;left:-2.125rem;border-radius:100%;background-color:#eafcef;background-image:url(https:\/\/insightland.org\/app\/themes\/insightland\/assets\/images..\/..\/..\/assets\/images\/svg\/checkmark.svg);background-repeat:no-repeat;background-position:center;background-size:12px}ul.is-style-checkmark-style-2,ol.is-style-checkmark-style-2{margin-left:1.5rem}ul.is-style-checkmark-style-2 li::before,ol.is-style-checkmark-style-2 li::before{left:-1.8125rem;top:2px;background-image:url(https:\/\/insightland.org\/app\/themes\/insightland\/assets\/images..\/..\/..\/assets\/images\/svg\/checkmark-dark.svg);background-color:rgba(0,0,0,0)}ul.is-style-square-style,ol.is-style-square-style{margin-left:1rem;list-style:none}ul.is-style-square-style li,ol.is-style-square-style li{position:relative;margin-bottom:0.5rem}ul.is-style-square-style li::before,ol.is-style-square-style li::before{content:\"\";width:6px;height:6px;position:absolute;top:calc(.5em + 1px);left:calc(-1rem + 1px);border-radius:2px;background-color:var(--wp--preset--color--dark-800)}\n<\/style>\n\t\t\t\t\n<ol class=\"wp-block-list\">\n<li><strong>Zinwentaryzuj u\u017cycie AI w komunikacji.<\/strong> Przejrzyj wszystkie procesy, w kt\u00f3rych zesp\u00f3\u0142 PR korzysta z AI: pisanie i edycja tre\u015bci, generowanie grafik, tworzenie wideo, chatboty obs\u0142ugowe, narz\u0119dzia do monitoringu. Dla ka\u017cdego przypadku okre\u015bl: czy produkt ko\u0144cowy trafia do odbiorcy zewn\u0119trznego? Je\u015bli tak, czy wymaga oznaczenia zgodnie z Art. 50?<\/li>\n\n\n\n<li><strong>Stw\u00f3rz wewn\u0119trzn\u0105 polityk\u0119 AI.<\/strong> Je\u015bli Twoja firma jest w\u015br\u00f3d 55% organizacji PR bez polityki AI, teraz jest ostatni moment. Polityka powinna obejmowa\u0107: jakie narz\u0119dzia AI s\u0105 dozwolone, jakie dane mo\u017cna do nich wprowadza\u0107 (nigdy danych poufnych klienta do publicznego modelu), zasady ujawniania u\u017cycia AI w tre\u015bciach, procedur\u0119 weryfikacji tre\u015bci wygenerowanych przez AI przed publikacj\u0105.<\/li>\n\n\n\n<li><strong>Wdro\u017c procedur\u0119 oznaczania tre\u015bci AI.<\/strong> Komisja Europejska opublikowa\u0142a Code of Practice on marking and labelling of AI-generated content, kt\u00f3ry zawiera wytyczne techniczne. Dla tre\u015bci tekstowych to mo\u017ce by\u0107 metadane w formacie czytelnym maszynowo. Dla tre\u015bci wizualnych i audio: watermarking lub oznaczenia w metadanych. Skonsultuj szczeg\u00f3\u0142y techniczne z IT.<\/li>\n\n\n\n<li><strong>Przygotuj procedur\u0119 na deepfake&#8217;i.<\/strong> Liczba deepfake&#8217;\u00f3w wzros\u0142a z ok. 500 tys. w 2023 do ok. 8 mln w 2025 (GOV.UK, luty 2026). Firma Arup straci\u0142a 25 mln USD przez deepfake na wideokonferencji (CNN, maj 2024). Tw\u00f3j playbook kryzysowy potrzebuje aktualizacji: procedury weryfikacji autentyczno\u015bci materia\u0142\u00f3w wideo\/audio, protok\u00f3\u0142 komunikacyjny na wypadek pojawienia si\u0119 deepfake&#8217;a z udzia\u0142em os\u00f3b z firmy, szkolenie zespo\u0142u z rozpoznawania deepfake&#8217;\u00f3w.<\/li>\n\n\n\n<li><strong>Zadbaj o transparentno\u015b\u0107 wobec dziennikarzy.<\/strong> 72% dziennikarzy wskazuje b\u0142\u0119dy faktyczne jako g\u0142\u00f3wny problem tre\u015bci AI, a tylko 2% \u201ezdecydowanie popiera&#8221; tre\u015bci AI od PR (<a href=\"https:\/\/www.cision.com\/resources\/articles\/pr-lessons-state-of-the-media\/\">Cision, State of the Media 2025<\/a>). Przejrzysto\u015b\u0107 w kwestii tego, gdzie i jak u\u017cywasz AI w komunikacji, buduje zaufanie. Ukrywanie tego tworzy ryzyko reputacyjne.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Warsaw Principles: etyczny standard bran\u017cy PR<\/h2>\n\n\n\n<p>Zanim EU AI Act formalizowa\u0142 obowi\u0105zki prawne, bran\u017ca PR wypracowa\u0142a w\u0142asny standard etyczny. ICCO (International Communications Consultancy Organisation) ratyfikowa\u0142o 10 Warsaw Principles na Global Summit w Warszawie w pa\u017adzierniku 2023 (<a href=\"https:\/\/newsroom.iccopr.com\/pressreleases\/icco-ratifies-principles-for-ethical-use-of-ai-in-public-relations-at-2023-global-summit-in-warsaw-3279139\">ICCO, 2023<\/a>). ZFPR (Zwi\u0105zek Firm Public Relations) wdro\u017cy\u0142 je w Polsce w maju 2024 (<a href=\"https:\/\/zfpr.pl\/warsaw-principles\/\">ZFPR<\/a>).<\/p>\n\n\n\n<p>Zasady obejmuj\u0105: transparentno\u015b\u0107 i ujawnianie u\u017cycia AI, fact-checking tre\u015bci generowanych przez AI, ochron\u0119 prywatno\u015bci, przeciwdzia\u0142anie bias (stronniczo\u015bci). Cho\u0107 Warsaw Principles nie maj\u0105 mocy prawnej, s\u0105 standardem bran\u017cowym, kt\u00f3ry pokrywa si\u0119 z duchem Art. 50 EU AI Act. Organizacje, kt\u00f3re je wdro\u017cy\u0142y, maj\u0105 \u0142atwiejszy start w dostosowywaniu si\u0119 do regulacji.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak AI Act wp\u0142ywa na monitoring marki w AI<\/h2>\n\n\n\n<p>EU AI Act ma te\u017c po\u015bredni wp\u0142yw na monitoring widoczno\u015bci marki w odpowiedziach AI. Obowi\u0105zek oznaczania tre\u015bci generowanych przez AI (Art. 50 ust. 2) oznacza, \u017ce w przysz\u0142o\u015bci mo\u017ce by\u0107 \u0142atwiej identyfikowa\u0107, kt\u00f3re tre\u015bci w internecie s\u0105 syntetyczne, a kt\u00f3re redakcyjne. To z kolei mo\u017ce wp\u0142yn\u0105\u0107 na to, jak modele AI wa\u017c\u0105 r\u00f3\u017cne \u017ar\u00f3d\u0142a.<\/p>\n\n\n\n<p>Dla zespo\u0142\u00f3w PR monitoruj\u0105cych <a href=\"https:\/\/insightland.org\/pl\/uslugi\/brand-search-presence\/\">widoczno\u015b\u0107 marki w AI<\/a> to dodatkowy pow\u00f3d do \u015bledzenia zmian: regulacje mog\u0105 wp\u0142yn\u0105\u0107 na algorytmy modeli, a te z kolei na wyniki monitoringu. Firmy, kt\u00f3re prowadz\u0105 ci\u0105g\u0142y monitoring, b\u0119d\u0105 w stanie szybciej zauwa\u017cy\u0107 takie zmiany ni\u017c te, kt\u00f3re sprawdzaj\u0105 widoczno\u015b\u0107 sporadycznie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Najcz\u0119\u015bciej zadawane pytania<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1784898788258\"><strong class=\"schema-faq-question\"><strong>Czy Art. 50 dotyczy mojej firmy, je\u015bli nie jestem dostawc\u0105 AI?<\/strong><\/strong> <p class=\"schema-faq-answer\">Tak, je\u015bli wdra\u017casz (deployer) systemy AI, czyli u\u017cywasz ich w swoich procesach. Firma PR, kt\u00f3ra korzysta z ChatGPT do pisania komunikat\u00f3w, a nast\u0119pnie publikuje je bez oznaczenia, mo\u017ce podlega\u0107 obowi\u0105zkom jako deployer, szczeg\u00f3lnie je\u015bli tre\u015bci trafiaj\u0105 do odbiorc\u00f3w w UE.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1784898794629\"><strong class=\"schema-faq-question\"><strong>Czy musz\u0119 oznacza\u0107 ka\u017cdy tekst napisany z pomoc\u0105 AI?<\/strong><\/strong> <p class=\"schema-faq-answer\">To zale\u017cy od stopnia zaanga\u017cowania AI. Komisja Europejska opracowuje wytyczne (draft Guidelines, maj 2026), ale precyzyjne granice nie s\u0105 jeszcze w pe\u0142ni ustalone. Tre\u015bci w ca\u0142o\u015bci wygenerowane przez AI i publikowane jako takie: tak, wymagaj\u0105 oznaczenia. Tre\u015bci, w kt\u00f3rych AI pomog\u0142o w edycji lub burzy m\u00f3zg\u00f3w, ale ostateczny kszta\u0142t nada\u0142 cz\u0142owiek: wymaga konsultacji z prawnikiem.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1784898817411\"><strong class=\"schema-faq-question\"><strong>Jakie kary gro\u017c\u0105 za naruszenie Art. 50?<\/strong><\/strong> <p class=\"schema-faq-answer\">Do 15 mln EUR lub 3% globalnego obrotu rocznego, w zale\u017cno\u015bci od tego, kt\u00f3ra kwota jest wy\u017csza. Podanie nieprawdziwych lub niepe\u0142nych informacji organom nadzorczym: do 7,5 mln EUR lub 1%.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1784898824094\"><strong class=\"schema-faq-question\"><strong>Jak wygl\u0105daj\u0105 obowi\u0105zki wobec deepfake&#8217;\u00f3w?<\/strong><\/strong> <p class=\"schema-faq-answer\">Art. 50 ust. 4 wymaga ujawniania, \u017ce tre\u015b\u0107 jest wygenerowana lub zmanipulowana przez AI, je\u015bli imituje rzeczywiste osoby, miejsca lub zdarzenia. W praktyce: syntetyczne wideo z realn\u0105 osob\u0105 musi by\u0107 oznaczone jako AI-generowane. Wyj\u0105tki dotycz\u0105 tre\u015bci ewidentnie artystycznych, satyrycznych lub fikcyjnych, ale granice interpretacyjne nie s\u0105 jeszcze w pe\u0142ni utrwalone w praktyce egzekwowania.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1784898832764\"><strong class=\"schema-faq-question\"><strong>Czy <a href=\"https:\/\/insightland.org\/pl\/blog\/rola-danych-strukturalnych-w-widocznosci-w-ai-search\/\">dane strukturalne na stronie<\/a> pomagaj\u0105 w zgodno\u015bci z AI Act?<\/strong><\/strong> <p class=\"schema-faq-answer\">Nie bezpo\u015brednio (dane strukturalne to kwestia techniczna SEO\/GEO, nie regulacyjna), ale po\u015brednio: dobrze ustrukturyzowane, jednoznaczne informacje na stronie zmniejszaj\u0105 ryzyko, \u017ce modele AI podadz\u0105 o firmie b\u0142\u0119dne informacje, co z kolei zmniejsza ryzyko reputacyjne i potencjalne komplikacje regulacyjne.<\/p> <\/div> <\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>Insightland pomaga zespo\u0142om PR dostosowa\u0107 procesy komunikacyjne do wymog\u00f3w transparentno\u015bci AI. Nasz <a href=\"https:\/\/insightland.org\/pl\/uslugi\/brand-search-presence\/\">audyt Brand Search Presence<\/a> identyfikuje, jak modele AI opisuj\u0105 Twoj\u0105 mark\u0119, a <a href=\"https:\/\/insightland.org\/pl\/uslugi\/ai-search-pozycjonowanie-w-ai\/\">optymalizacja pod AI Search<\/a> pomaga zapewni\u0107, \u017ce informacje s\u0105 poprawne, aktualne i zgodne z tym, co firma faktycznie komunikuje.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Od 2 sierpnia 2026 roku obowi\u0105zki transparentno\u015bci z Artyku\u0142u 50 EU AI Act staj\u0105 si\u0119 egzekwowalne. Dla zespo\u0142\u00f3w PR i komunikacji oznacza to konkretne, terminowe wymagania dotycz\u0105ce oznaczania tre\u015bci generowanych przez AI i ujawniania deepfake&#8217;\u00f3w. Kary za naruszenia si\u0119gaj\u0105 do 15 mln EUR lub 3% globalnego obrotu rocznego, w zale\u017cno\u015bci od tego, kt\u00f3ra kwota jest [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":9624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[132],"tags":[],"class_list":["post-11149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>EU AI Act a PR: co realnie zmienia si\u0119 dla komunikacji w 2026 roku - Insightland<\/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:\/\/insightland.org\/pl\/blog\/eu-ai-act-a-pr-co-realnie-zmienia-sie-dla-komunikacji-w-2026-roku\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EU AI Act a PR: co realnie zmienia si\u0119 dla komunikacji w 2026 roku - Insightland\" \/>\n<meta property=\"og:description\" content=\"Od 2 sierpnia 2026 roku obowi\u0105zki transparentno\u015bci z Artyku\u0142u 50 EU AI Act staj\u0105 si\u0119 egzekwowalne. Dla zespo\u0142\u00f3w PR i komunikacji oznacza to konkretne, terminowe wymagania dotycz\u0105ce oznaczania tre\u015bci generowanych przez AI i ujawniania deepfake&#8217;\u00f3w. Kary za naruszenia si\u0119gaj\u0105 do 15 mln EUR lub 3% globalnego obrotu rocznego, w zale\u017cno\u015bci od tego, kt\u00f3ra kwota jest [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/insightland.org\/pl\/blog\/eu-ai-act-a-pr-co-realnie-zmienia-sie-dla-komunikacji-w-2026-roku\/\" \/>\n<meta property=\"og:site_name\" content=\"Insightland\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/InsightlandSEO\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-24T13:14:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-24T13:14:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/insightland.org\/app\/uploads\/2026\/02\/SEO-GEO-lub-AI-Search-lub-AISO-OG.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Insight Land\" 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