Artificial intelligence is no longer the future: it's already here, integrated into websites, e-commerce platforms, and digital services we use every day. But with the entry into force of the AI Act, the world's first regulation governing the use of artificial intelligence, the rules of the game have changed.
If you manage a website, e-commerce platform, or digital service that uses AI tools – from chatbots to product recommendation systems, from spam filters to dynamic pricing algorithms – this article explains everything you need to know to comply with the new European regulation.
What is the AI Act and why it concerns your website
The AI Act (EU Regulation 2024/1689) is the world's first comprehensive law on artificial intelligence, officially entering into force on February 2, 2025. This is not an abstract regulation: it directly impacts anyone who uses or develops AI systems within the European Union.
The regulation introduces a risk-based approach, classifying artificial intelligence systems into four categories:
- Unacceptable risk – Prohibited systems
- High risk – Systems subject to stringent obligations
- Limited risk – Transparency obligations
- Minimal risk – No specific obligations
Who does the AI Act apply to?
The regulation applies to AI system providers (including non-EU), deployers (companies, websites, e-commerce), importers and distributors of AI technologies, and web agencies and developers who integrate AI into client projects.
Even if your company doesn't directly develop AI, if you use chatbots, recommendation systems, pricing algorithms, or other AI-based tools on your website, you are covered by the regulation.
The four risk levels
1. Unacceptable Risk AI Systems (PROHIBITED)
From February 2, 2025, AI systems that use manipulative subliminal techniques, exploit vulnerabilities of specific groups, implement social scoring, use real-time biometric recognition, or classify people based on sensitive characteristics are completely prohibited.
2. High-Risk AI Systems
These require rigorous compliance: personnel selection systems, credit assessment, scoring systems for essential services, educational systems. You must implement quality management system, EU declaration of conformity, technical documentation, human oversight, and logging.
3. Limited Risk AI Systems
Most websites fall here: chatbots, recommendation systems, spam filters, internal search. Main obligation: Clearly inform users they are interacting with AI.
4. Minimal Risk Systems
AI video games, simple search filters, editing tools. No specific obligations.
AI-generated content: labeling obligations
If you publish AI-generated content, you must:
- Clearly label it as AI-generated
- Use digital watermarks when feasible
- Make the information easily detectable
Chatbots and AI Act
Users must immediately know they are talking to a bot. Compliant example: 👋 Hi! I'm [Company]'s virtual assistant. I'm an AI-based automated system.
If the chatbot collects data: update Privacy Policy, obtain GDPR consent, implement data deletion, provide conversation export.
Privacy, GDPR and AI
The AI Act does not replace GDPR. A product recommendation system with profiling must: obtain GDPR consent, inform it's AI, allow objection, document the logic.
Compliance timeline
- February 2, 2025 - Prohibitions
- August 2, 2025 - GPAI obligations
- August 2, 2026 - High-risk systems
- August 2, 2027 - Full application
Penalties
- Prohibited systems: up to €35M or 7% of revenue
- High-risk obligation violations: up to €15M or 3% of revenue
- Inaccurate information: up to €7.5M or 1.5% of revenue
Webflow and AI Act
As Webflow Premium Partner, Miramedia helps companies build compliant websites. Advantages: native transparency, reusable components, dynamic CMS, controlled integrations.
Miramedia Services
AI Audit
AI tool mapping, risk classification, compliance gaps, report with actions.
Documentation
Updated Privacy Policy, terms of service, disclaimers, AI information page.
Webflow Implementation
AI chatbot banners, content labeling, transparency components, UX optimization.
FAQ
Is Google Analytics AI? No, it remains subject only to GDPR.
Third-party chatbots? Shared responsibility between provider and website owner.
Photoshop images? No obligation, only for content generated from scratch with AI.
ChatGPT for blog? Indicate transparency, supervise content.
Conclusions
The AI Act is an opportunity: increases user trust, prepares for the future, improves quality, creates B2B advantage.
At Miramedia we believe technology and compliance go together. It's not enough to be compliant: you must be while maintaining excellent user experience.
Book a free consultation with Miramedia for a preliminary audit of your website.