# AI Act

> How ShopAssist meets the EU AI Act transparency obligations and what remains your responsibility as a deployer.

Source: https://shopassist.coec.dk/docs/compliance/ai-act · Updated 2026-10-01

Under the EU AI Act, COEC is the **provider** of the ShopAssist assistant and you are the **deployer**. ShopAssist is a limited-risk system subject to the transparency obligations of Article 50; it is not a high-risk system.

## Shoppers know they talk to an AI [#disclosure]

* The launcher, the panel header and every AI message carry an "AI" label, and the first message says it is an AI assistant.
* If a shopper asks "am I talking to a bot?", the answer always says it is an AI.
* When a person takes over, the shopper is told, and human messages are labelled "(person)".
* These texts come from ShopAssist and cannot be changed or hidden. Persona names that imply a human and instructions that tell the assistant to deny being an AI are rejected when you save. See [AI disclosure](/docs/assistant/ai-disclosure).

## AI content is marked [#marking]

* In the widget, AI messages carry `data-ai-generated="true"`.
* In APIs, webhooks and exports, every message has `is_ai_generated`.
* Transcript emails and handoffs label AI messages and carry the header `X-ShopAssist-AI-Generated: true`; helpdesk tickets get the tag `shopassist_ai`.
* You can check a text with [AI content verification](/docs/api/ai-content-verification).

## No manipulation [#manipulation]

Proactive messages are checked for fake urgency and scarcity, lead forms never pre-tick consent, and the assistant never invents discounts or deadlines.

## Your part [#your-part]

* Don't present the assistant as a person in your own texts.
* Train your team ([AI literacy](/docs/ai/how-shopassist-works)): how the assistant works, its limits and [supervision](/docs/ai/supervising-your-assistant).
* Don't use ShopAssist for purposes the [Acceptable Use Policy](/legal/aup) forbids.

Shoppers can read about the assistant on the [AI information page](/ai-info/en) linked in the widget footer. More: [AI Act and ShopAssist](/ai-act).