By industry · Written by Yobel Tzegai · Last checked 9 October 2026

Is AI in e-commerce covered by the EU AI Act?

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.

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The answer, in detail

Where an e-commerce use usually sits
UseUsual outcomeProvisionApplies from
Recommendations, search ranking, dynamic pricingNot high-risk; Article 4 appliesArticle 4, as replaced by Regulation (EU) 2026/17442 February 2025, under Article 113, third paragraph, point (a), as replaced
A shopping assistant or chatbotA transparency duty for its providerArticle 50(1)2 August 2026, under Article 113, second paragraph
Generated product images or videoDisclosed when it is a deep fake; marked by the generator’s providerArticle 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 checkoutHigh-riskPoint 5(b) of Annex III2 December 2027, under Article 113, third paragraph, point (c), as replaced
Detecting payment fraudExcepted from point 5(b)Point 5(b) of Annex IIINot a high-risk use under that point

When is checkout credit high-risk?

What do chatbots and generated images owe?

Can a shop’s AI be prohibited?

Your customer asks. You answer with proof.

  1. 1List every AI system

    Add the AI you use. Each system gets a role, a risk class and the article it rests on.

    Live
  2. 2Attach the proof

    Link each duty to a file and the page it stands on: a policy, a log setting, a training record.

    Live
  3. 3Answer their questionnaire

    Answering a customer's questionnaire inside the app, from the proof you already linked.

    Coming soon

What Complipath does

  • Risk classification Answers go through rules in code, never a language model, so the same answers always give the same result. Rules decide. AI only drafts. A person confirms.
  • AI inventory Every AI system you build or use, with its owner and risk class
  • AI literacy (Article 4) Records who was trained on what and when, against the Article 4 duty to support AI literacy, which applies whatever your risk level
  • Obligations per system Confirming a classification creates the obligations that follow from it, each with an owner, a status and a place for evidence

Rules decide. AI only drafts. A person confirms.

What it does not do yet

  • Customer questionnaires (audit room) Coming soon Coming soon: answering a customer's AI questionnaire from your own register.
  • Domain-specific guidance Not supported Guidance written for one sector.

What is live today

Checked against the app on 8 October 2026
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Questions

Is personalised pricing high-risk under the EU AI Act?

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.

Do we label AI-generated product photos?

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).

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See what your customers will ask about your AI.No account needed. Every answer cites the article it rests on.