AI Act: three obligations for your broker website before 2 August 2026

On 2 August 2026, the European AI Act's transparency obligations come into effect. For insurance and credit brokers, this means concrete disclosures must be added to your website. The topic was widely discussed at the 2025 Feprabel congress, dedicated to the theme of the "augmented broker". Here are the three essential points to verify.

1. AI-generated content

If you use artificial intelligence to write pages, articles, or product descriptions on your website, Article 50(4) of the AI Act requires you to disclose it. The goal is clear: visitors must know whether the content they are reading was produced by a machine.

An exception exists, but it is strict. If the content is substantively reviewed by a human, and a responsible editor is identified on the site, the disclosure obligation may be lifted. "Reviewed by a human" is not enough: genuine editorial control is required, with a natural or legal person assuming responsibility for the published content.

In practice, this means that if your website contains texts generated by ChatGPT, Gemini or any other tool, you have two options: disclose the use of AI, or establish a verifiable editorial chain with a named responsible person.

2. Chatbots and conversational AI

More and more brokers are integrating chatbots or automated phone answering systems on their website or phone line. Article 50(1) is categorical: the client must know they are interacting with artificial intelligence before the exchange begins.

The risk is twofold. First, a client sharing personal information (national register number, health data, financial situation) with an AI agent must be aware of it. Second, most of these tools run on servers located outside the European Union. This creates an additional obligation under the GDPR: these third-party tools must be mentioned in your privacy policy.

Concretely, if you use a chatbot on your website, add a visible warning message when the conversation opens. And update your privacy policy to include the relevant service provider.

3. Automated decisions and scoring

Fintechs and insurtechs are integrating more and more artificial intelligence into their tools. If you use software that scores, profiles, or recommends insurance or credit products to your clients, you fall under a crossover between the AI Act (Annex III, high-risk systems) and GDPR Article 22.

Three obligations follow. You must inform your clients that an automated tool is involved in the process. You must be able to provide them with an understandable explanation of the logic used. And you must guarantee a right to human intervention, meaning the client can request that a human review the decision.

The solution: an AI policy on your website

The most effective approach is to add an "Artificial Intelligence Policy" section to your website that addresses these three points transparently. This document complements your privacy policy and your legal notices page.

For brokers using BrokerWeb, this section is now automatically integrated and updated as regulations evolve. BrokerWeb's AI assistant generates your website pages in compliance with these obligations, with an identified responsible editor and full transparency about the tools used.