Entrepreneurship (legally) in times of artificial intelligence
Artificial intelligence (AI) is ushering in a new era of innovation, similar to what happened with the advent of the Internet 25 years ago. As then, entrepreneurs must adapt to a changing legal framework, which this time has moved faster than usual. The European Union has approved Regulation 2024/1689, a comprehensive regulation that regulates the use of AI before its impact on society and business is completely massive.
The regulation introduces a legal definition of "AI system", establishing a framework for determining which companies will be subject to these regulations and what kind of obligations they will have to comply with. Actors in the AI ecosystem (suppliers, distributors or business users) will have to identify their role, as each has specific responsibilities and sanctions.
In addition, the regulation prohibits certain high-risk practices, such as social scoring, subliminal manipulation of human behaviour or inference of emotions in the work environment, due to their potential impact on fundamental rights. It also imposes transparency obligations, requiring users to be informed when they interact with an AI system or when content has been artificially generated.
Unlike previous technology cycles, where regulation was late in coming, this time the regulatory framework has anticipated the mass adoption of AI, sending a clear message: the development of this technology must be done within ethical and legal boundaries.
While these regulations may seem challenging for entrepreneurs, they also create legal certainty and foster market and consumer confidence, facilitating the integration of AI into society. The article concludes with an optimistic view, encouraging innovators to see regulation not as a brake, but as an opportunity to create technologically advanced, responsible and sustainable solutions. AI is in its infancy and those who know how to adapt to this new environment will be able to lead its future development.
Read the full article here.
