By industry · Written by Yobel Tzegai · Last checked 9 October 2026
E-commerce AI under the EU AI Act: recommendations and pricing are not high-risk, chatbots disclose, credit at checkout is point 5(b) of Annex III.
| Use | Usual outcome | Provision | Applies from |
|---|---|---|---|
| Recommendations, search ranking, dynamic pricing | Not high-risk; Article 4 applies | Article 4, as replaced by Regulation (EU) 2026/1744 | 2 February 2025, under Article 113, third paragraph, point (a), as replaced |
| A shopping assistant or chatbot | A transparency duty for its provider | Article 50(1) | 2 August 2026, under Article 113, second paragraph |
| Generated product images or video | Disclosed when it is a deep fake; marked by the generator’s provider | Article 50(4); Article 50(2) | 2 August 2026; Article 50(2) by 2 December 2026 for a system placed on the market before 2 August 2026 (Article 111(4)) |
| Creditworthiness of a natural person at checkout | High-risk | Point 5(b) of Annex III | 2 December 2027, under Article 113, third paragraph, point (c), as replaced |
| Detecting payment fraud | Excepted from point 5(b) | Point 5(b) of Annex III | Not a high-risk use under that point |
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Not under Annex III, which lists pricing only for life and health insurance in point 5(c). Personalised pricing can still meet consumer and data protection law, and it would meet Article 5(1), first subparagraph, points (a) or (b) only with every condition there, including significant harm.
When they constitute a deep fake under Article 3, point (60): content that resembles existing persons, objects, places, entities or events and would falsely appear to a person to be authentic or truthful. Then Article 50(4) has the deployer disclose it. The generator’s provider marks outputs under Article 50(2).