Since August 2, 2026, Article 50 of the EU AI Act has been in force. It requires providers and users of AI systems to make AI-generated content transparent. For videos with AI-generated speech (text-to-speech), this means: they need to be recognizable as AI-generated.
What the EU requires
Article 50 distinguishes two obligations:
- Machine-readable marking: The provider of the AI system marks generated content so it can be technically recognized as AI-generated.
- Visible labeling: Anyone who publishes an AI-generated video that could show a realistic-looking person or event must clearly label it as such for viewers.
The second obligation typically falls on you: you decide where and how your videos are published, which makes you responsible for the visible labeling.
📌 This article is not legal advice. Check with your own legal or compliance team to confirm whether and how Article 50 applies to your specific videos.
How to turn on AI labeling
- Open the Brand Kit under Assets in the sidebar, Design tab.
- At the bottom, under AI watermark, turn on Activate AI watermark for AI-generated videos.
- Content managers edit the Brand Kit and therefore this setting.
- The setting applies to the entire organization. There is no exception per video, scene or user.
- The switch is off by default.
Adjust label and position
- Click Set up next to the switch.
- Use the EU label or upload your own design as an SVG file (up to 10 MB). An elongated format like the EU label (140:27) looks best.
- Choose one of the four corners. The default is top right.
- Click Save.
Where the label appears
With the switch on, every newly generated video with AI speech gets the label for its full duration. The label is added directly to the final video file:
- It appears wherever the video is played, downloaded or embedded.
- You don't see the label in the editor: not on the canvas, not in the timeline and not in the preview.
- Videos without AI speech get no label, regardless of this setting.
Turning labeling off or changing it
If you turn the switch off or change label or position, this applies to videos you generate from then on. Existing videos keep their state until you update them in the editor.
Labeling existing videos
If you turned the switch on after a video with AI speech was generated, that video gets the label only once you recreate it in the editor with Update video.
Frequently asked questions
Do I have to turn the switch on?
That depends on your use case: where your video is shown and whether it shows realistic-looking people or events. If in doubt, check with your legal or compliance team.
Can I turn the label on or off per video?
No. The setting deliberately applies to the whole organization so that individual creators can't forget it.
Can we use our own label?
Yes. Upload your own design as an SVG with Set up and choose the corner where it appears.
Are old videos labeled automatically?
No. Update the video in the editor; the label is visible afterwards.
Questions? Send us a message, we are happy to help!