Article 50 of the EU AI Act has applied since August 2. Providers must make it clear when a person is interacting with an AI system, unless that is obvious, and must mark certain AI-generated audio, images, video, and text so machines can detect them. Deployers have their own duties, including disclosing deepfakes and some AI-generated text. The European Commission published guidelines on July 20 on how it expects the duties to be met. The guidelines interpret the law; the duties themselves are binding. Article 50 can reach a U.S. company when its AI system's output is used in the EU. That covers customer-service chat, voice assistants, avatars, and AI-drafted content that EU residents see. A company in scope needs disclosure wording and a way to mark synthetic media, and it helps to keep a record of what each customer was shown. Whether a specific tool is covered is a question for counsel, and the inventory can start now. List customer-facing AI tools that EU residents could use, and check that each one says it is AI.