A guide to AI disclaimers: Why have one and how to create it

94 percent of consumers believe that businesses that share AI-generated content should always disclose their use of this tech. If your business uses AI, whether for content creation or customer service chatbots, you may want to consider publishing an AI disclaimer. 

These statements inform customers when a business uses artificial intelligence to generate content, whether it’s on a website, in emails, or through customer interactions. AI disclaimers help maintain transparency, build trust, and meet emerging legal and ethical standards.

In this article, we’ll explore why AI disclaimers are important for businesses, how to create one, and where to display it on your website. You’ll also find examples and guidance to help you stay ahead of evolving regulations and build lasting trust with your audience.

Are there any laws that require businesses to disclose AI-generated content?

The rise of AI-generated content has raised legal and ethical questions around how, and if,  businesses creating this content should disclose their activities. Take a look at how different countries and regions are grappling with these questions.

European Union

The European Union’s Artificial Intelligence Act (EU AI Act) requires entities to disclose their use of AI to consumers or users in the following cases.

• Providers of AI systems: When users interact directly with AI systems (e.g. chatbots), businesses must inform users that they are engaging with AI unless it would be obvious to a reasonably well-informed person. 
• Businesses sharing AI-generated content: Content like audio, images, videos, or text must be clearly labeled to indicate that it was generated by an AI system rather than a human.

The AI Act takes a risk-based approach to AI systems. It categorizes them according to their ability to “do harm” and assigns levels of risk, from “unacceptable” to “minimal,” based on a systems’ potential to impact individual consumers and society at large.

This approach aligns with broader, transparency-focused EU data protection rules. In particular, it complements the GDPR, which mandates transparency in personal data processing and grants data subjects certain rights where automated decision-making is used.

By building upon the GDPR’s principles, the AI Act addresses the unique challenges that come with AI technology and creates a comprehensive framework for governance in the EU.

United Kingdom

Having identified AI as one of five critical technologies that are essential for the country’s advancement, the UK government has developed a pro-innovation AI framework to guide its approach.

This framework follows five core principles:

• Safety, security, and robustness: AI systems must operate reliably and securely
• Appropriate transparency and explainability: AI operations should be made understandable to users
• Fairness: AI should not discriminate and must be used ethically
• Accountability and governance: There must be clear responsibility for AI outcomes
• Contestability and redress: Mechanisms should exist to challenge and rectify AI decisions

However, as of early 2025 there isn’t a specific UK law governing the disclosure of AI-generated content. Rather, existing regulations like the Data Protection Act 2018 and the UK General Data Protection Regulation (UK GDPR) have implications on organizations’ AI usage and how they must disclose it. 

United States

While the US does not currently have a federal law governing AI-generated content, 31 states have enacted or adopted laws that would regulate it. 

The current state-level laws focus primarily on preventing deceptive practices and protecting consumers from AI-generated misinformation. In California, for example, AI-generated political content must be clearly labelled. In Texas, the malicious use of deepfakes is prohibited within 30 days of an election.

These laws support the Federal Communications Commission’s (FCC) proposed rules around the use of AI in political advertisements, which require that radio and television ads disclose the use of AI-generated content. However, this patchwork approach could lead to legislative gaps and inconsistencies.

As a result, lawmakers introduced the AI Disclosure Act to congress in mid-2023. If enacted, this law would require US businesses to attach a clear disclaimer to any output created by generative AI. 

Australia

Although Australia doesn’t have any specific AI disclosure laws, it has introduced a range of AI Ethics Principles that are designed to promote the fair use of AI by businesses. These principles include the following.

• Transparency: Organizations should clearly communicate when they use AI and work to ensure individuals understand how it impacts them.
• Accountability: Businesses must take responsibility for their AI systems, including making sure their outputs are accurate and non-deceptive.
• Fairness: AI systems should be designed and deployed in a way that avoids discrimination and respects human rights.
• Privacy: Personal data used in AI systems must comply with privacy laws, including the Privacy Act 1988.

Australia also has a range of statements around AI transparency standards, which require government agencies to provide clear information about their use of AI systems. Although these statements don’t technically affect private businesses, they do provide insight into what types of AI use and disclosures would be considered reasonable.

Other countries

Most countries are keen to harness the benefits of AI. However, many are also vigilant about its potential risks. Here are a few more countries that have proposed or implemented legislation regarding AI disclosures:

• Brazil: The Artificial Intelligence Bill includes provisions around transparency, which could require businesses to disclose AI-generated content.
• Canada: The proposed Artificial Intelligence and Data Act’s (AIDA) transparency provisions may require businesses to disclose when they publish content they’ve created using AI.
• China: The Cyberspace Administration of China has mandated that AI-generated content must be clearly labeled. This could be done with watermarks, for example. 
• India: India is considering AI guidelines that emphasize transparency in AI applications, particularly in areas like financial services and consumer interactions.
• New Zealand: The New Zealand government has explored ethical AI frameworks, suggesting voluntary transparency measures for businesses using AI technologies.

Why include an AI disclaimer on your website

Using AI can be a much faster alternative to having your team manually create all the content your business needs, or can enable expanding customer service efforts. However, as with AI and data privacy, consumers expect clarity and transparency from businesses. Here are a few reasons why you should publish a disclaimer if you plan on sharing AI-generated content. 

Compliance with evolving regulations 

Like the technology itself, AI regulations are evolving rapidly. Governments worldwide are constantly introducing and updating laws to address the various issues presented by these programs. Staying ahead of the legislation is crucial.

For one, breaching the requirements of AI disclosure regulations could result in hefty fines and penalties. Under the EU AI Act, for example, businesses that fail to meet AI-related requirements could face fines of up to EUR 30 million or 6 percent of their global annual turnover, whichever is higher.

In addition, noncompliance could damage your business’s reputation and long-term sustainability. Consumers are increasingly concerned with the integrity of the companies they interact with and transparency in doing business with them. Following the letter of the law helps reassure consumers that you operate under ethical standards.

Increase transparency with customers

Customers don’t just appreciate honesty: they expect it. Especially when it comes to innovative technologies like AI that may feel unfamiliar or even intimidating. When consumers know up front that content or interactions are AI-generated, rather than trying to guess, they’re more likely to trust your business. 

A disclaimer helps to reassure them that your business values openness and respects their right to know how you produce content. Essentially, it shows that you have nothing to hide. In a competitive market where trust can be a major differentiator, a simple disclaimer can help to foster long-term loyalty among your customers.

Adopt ethical marketing practices

While AI can simplify personalization and help you scale content production, it can also raise questions about the integrity of your marketing practices and accuracy of your content. Disclosing when you use AI to generate content is key for responsible and ethical marketing.

Being up front about how you use AI in the content creation process — especially when there’s a chance that consumer behaviour might be influenced by those outputs — is essential for meeting consumer expectations for transparency. Greater transparency leads to stronger, more trusting relationships. 

How to create an AI disclaimer

Creating an AI disclaimer is relatively straightforward. However, there are a few specific elements you should include to meet consumer expectations and regulatory requirements. 

The most important element is an acknowledgement of your use of AI. You should clearly state that your business uses AI to generate content. You also need to specify where exactly and for what purposes you employ AI. This might include product descriptions, chatbots, personalized recommendations, videos, or blog content. 

In addition to noting that you use AI-generated content and pointing out where it appears on your website or in your marketing materials, it’s a good idea to explain why you use AI. Although not a requirement of any existing regulations, a brief explanation can help to demystify the technology and build trust with your audience.

Sample AI disclaimers

To help you get started with your AI disclaimer, we’ve drawn up a few sample disclaimers for some common uses. You can use these as a starting point to write your own disclaimer. Be sure to adjust these templates to suit your business’s specific needs and it’s strongly recommended to consult qualified legal counsel for guidance.

General AI disclaimer

This content was generated using AI. While we strive for accuracy, we encourage readers to verify important information. We use AI-generated content to increase efficiencies and provide certain insights, but it may not reflect human expertise or opinions.

AI product recommendations disclaimer

Our product recommendations are powered by AI. While we use this technology to tailor suggestions that can enhance your shopping experience, recommendations are generated by algorithms and may not necessarily suit your preferences.

AI chatbot disclaimer

Our customer support chatbot uses AI to assist you. Responses are generated automatically based on your input. For specific concerns or complex issues, please contact a human representative for further assistance.

Where to display your AI disclaimer

Your AI disclaimer won’t be useful if your website visitors can’t find it. Where you place your disclaimer will depend on how and where you use AI-generated content. Here are some key locations to consider.

• Web pages: Display disclaimers directly on pages where you use AI-generated content, such as on blog posts or in chatbot windows.
• Website footer: Include a site-wide disclaimer in the footer of your website to make it easy to access from any page. This location works well if AI content exists across your website.
• Terms and Conditions: Incorporate details about AI use into your business’s legal documentation.
• Emails and advertisements: Add a short email disclaimer in the footnote of emails that feature AI-generated elements, and disclose when AI is used in ads.

Maintain trust and transparency with your audience

AI can help you provide better customer service, scale marketing content production, and provide personalized recommendations to customers. However, for every opportunity that this technology presents, there’s an obligation for transparency that your business needs to fulfill.

Including an AI disclaimer on your website can help you build trust with your audience while complying with relevant regulations. But an AI disclaimer is just one piece of the compliance puzzle. Another important piece? Data privacy. 

Usercentrics’s consent and preference management platform can help you achieve privacy compliance and foster trust with your audience. We empower you to make transparency a standard aspect of your operations, helping you build lasting relationships with your customers and run better marketing campaigns, while complying with global data privacy laws.

*AI disclaimers: What marketing leaders need to know, Sprout Social