What Art. 50 requires
The regulation distinguishes several transparency duties. For guest contact the most important one is: anyone who provides an AI system that interacts directly with people must design it so that those affected are informed that they are talking to an AI. In addition there are duties for certain artificially generated content such as deceptively realistic images, video or audio.
The information must be given clearly and recognisably at the latest at the first interaction. How exactly the labelling should look is being further specified by EU guidelines and codes of practice.
What this means for your house
Chat on the website
notice at the start of the conversation and permanently in the window.
WhatsApp and email
labelling in the first message and in the signature of automatic replies.
Phone assistants
announcement at the start of the call.
Images and videos
label AI-generated, realistic-looking depictions of your house, or better do not use them.
Transparency page
a page that explains where and for what you use AI.
How we implement it
Every AI concierge from HOHEIT introduces itself as an AI, carries the notice visibly and points to your transparency page, which we create with you. Conversation histories are logged and deleted after a set period. Open questions go to humans. The state of the rules is summarised in the article “Art. 50 EU AI Act for hotels”, with links to the original texts.
A short checklist for your house
List where it is used
website chat, automatic emails, messenger, phone, images.
Check the labelling
Does every system say at the start that it is an AI?
Create a transparency page
use, purpose, contact for questions.
Ensure handover
Guests can reach a person at any time.
Train the team
Whoever looks after the assistant knows its limits.
Important note
This page describes how we implement technical requirements. It is not legal advice. For questions about your specific case, contact a lawyer.
Frequently asked questions
Does the AI Act also apply to small hosts?
The transparency duties attach to the use of the system, not to the size of the business. Anyone who uses a chatbot for guests should label it.
From when do the duties apply?
The transparency duties under Art. 50 apply from 2 August 2026.
Do I also have to inform guests about AI-translated texts?
Translations that are reviewed and taken responsibility for by people are, as a rule, not a case for the transparency duty under Art. 50. Document the review.
Who is liable if the chatbot gives wrong information?
That depends on the individual case and on the contracts. This is why we limit answers to approved information, log conversations and hand uncertain cases to humans. The legal assessment belongs with a lawyer.