---
title: EU AI Act compliance for tourism content - A practical guide for SmartGuide authors
description: EU AI Act for tourism content. AI-written text, translations, TTS voices, deepfakes, AI- generated images with SmartGuide practical approach to compliance.
image: https://blog.smart-guide.org/hubfs/5a17a2b5-1ed1-465a-92dc-25c6d53d85e2.png
---

[Skip to content](https://blog.smart-guide.org/en/eu-ai-act-compliance-for-tourism-content-a-practical-guide-for-smartguide-authors#main-content)

[![SmartGuide](https://blog.smart-guide.org/hs-fs/hubfs/Logo%20SmartGuide%20horizontal%20(1).png?width=300&height=69&name=Logo%20SmartGuide%20horizontal%20(1).png "SmartGuide")](https://www.smartguide.app/)

- [See all blog posts](https://blog.smart-guide.org/en)

[Let's talk](https://share.hsforms.com/1IXHp-rXUQdWQdLCfyxGt9g13on8)

 Oct 14, 2026, 9:04:16 AM

# EU AI Act compliance for tourism content - A practical guide for SmartGuide authors

[Admin](https://blog.smart-guide.org/en/author/admin)

Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://blog.smart-guide.org/en/eu-ai-act-compliance-for-tourism-content-a-practical-guide-for-smartguide-authors) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.smart-guide.org/en/eu-ai-act-compliance-for-tourism-content-a-practical-guide-for-smartguide-authors) [Twitter icon](https://twitter.com/intent/tweet?url=https://blog.smart-guide.org/en/eu-ai-act-compliance-for-tourism-content-a-practical-guide-for-smartguide-authors) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://blog.smart-guide.org/en/eu-ai-act-compliance-for-tourism-content-a-practical-guide-for-smartguide-authors) [envelope icon](mailto:?body=https://blog.smart-guide.org/en/eu-ai-act-compliance-for-tourism-content-a-practical-guide-for-smartguide-authors)

AI is becoming a regular part of tourism content, with destinations, museums, attractions, and tourism organizations using it to create and translate text, produce audio narration, and generate images and voices. As the EU AI Act’s transparency rules now apply, tourism entities need to understand when AI-generated content must be identified or disclosed. This is especially important when AI is used to recreate voices, people, places, or events in ways that could appear authentic.

[SmartGuide](https://www.smartguide.app/it) digital audio guide platform supports tourism organizations in communicating AI-generated content in line with the applicable requirements. However, using a platform with built-in AI transparency measures does not make every piece of published content automatically compliant—the responsibility also lies with the content author.

This blog takes a closer look at the EU AI Act’s requirements for AI-generated tourism content and explains what authors should consider when using AI for text, translations, audio, and images.

![EU AI Act compliance for tourism content - A practical guide for SmartGuide authors (AI-generated image)](https://blog.smart-guide.org/hs-fs/hubfs/5a17a2b5-1ed1-465a-92dc-25c6d53d85e2.png?width=696&height=464&name=5a17a2b5-1ed1-465a-92dc-25c6d53d85e2.png)

## What does the EU AI Act say about AI-generated content?

Article 50 of the EU AI Act introduces transparency requirements for certain AI-generated and manipulated content, including AI-generated audio, images, video, and text, as well as deepfakes. It also requires certain AI systems to inform people when they are interacting directly with AI, while specific rules apply to AI-generated text published to inform the public on matters of public interest. The rules are intended to help people recognize when they are interacting with AI or viewing AI-generated content, reducing the risk of deception, manipulation, and confusion about what is authentic**.** These transparency obligations apply from 2 August 2026, meaning tourism organizations using AI need to understand when and how their content should be identified.

## Which AI content requires disclosure?

Not all AI-assisted content is treated in the same way. For tourism organizations and content authors using SmartGuide, the type of AI-generated content and the level of human involvement are important when considering whether disclosure is needed.

### 1) AI translations

AI translation is widely used in tourism to make travel information available in multiple languages. SmartGuide automatically communicates when text has been translated using AI, so authors do not need to take any additional action within SmartGuide for this type of translation.

![](https://blog.smart-guide.org/hs-fs/hubfs/SmartGuide%20Product%20Manual%20MASTER%20Shared%20(2).png?width=317&height=250&name=SmartGuide%20Product%20Manual%20MASTER%20Shared%20(2).png) *AI-translated content is mentioned in SmartGuide app*

### 2) AI-written Text

[SmartGuide AI](https://blog.smart-guide.org/en/get-accurate-digital-travel-guide-content-with-smartguide-ai?hsLang=en) can be used to generate written tourism content, and AI-written content is identified within SmartGuide. When AI-generated text is used without substantive human review, authors should make the appropriate AI disclosure in the content source.

![EU AI Act Compliance for Tourism Content: A Practical Guide for SmartGuide Authors](https://blog.smart-guide.org/hs-fs/hubfs/SmartGuide%20Product%20Manual%20MASTER%20Shared%20bnb.png?width=443&height=212&name=SmartGuide%20Product%20Manual%20MASTER%20Shared%20bnb.png)  
*AI-written (SmartGuideAI) content is mentioned in SmartGuide app*

The level of human involvement can matter. The European Commission distinguishes between AI-generated or manipulated text that is published to inform the public on matters of public interest and content that has undergone meaningful human review and editorial responsibility. [European Commission – AI Act: Transparency obligations](https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai?utm_source=chatgpt.com)

A simple way to understand the difference is:

- **AI-assisted writing:** AI helps create or improve the text, but a person reviews it, edits it where needed, and takes editorial responsibility for the final version.
- **AI-generated writing:** AI produces the text and it is published without substantive human review or editorial involvement.

This distinction can help authors determine when an AI disclosure may be appropriate.

### 3) Regular text-to-speech audio

Standard text-to-speech (TTS) generated through SmartGuide's regular speech service does not require an additional AI disclosure under the workflow described by SmartGuide. CMS audio uses standard Microsoft Azure Cognitive Services Speech voices, similar to the technology used for voice assistants such as Siri. Adding phonemes to improve pronunciation does not change the nature of this standard TTS workflow, so no extra notice is required. 

![EU AI Act Compliance for Tourism Content: A Practical Guide for SmartGuide Authors](https://blog.smart-guide.org/hs-fs/hubfs/SmartGuide%20Product%20Manual%20MASTER%20Shared%20(4).png?width=375&height=132&name=SmartGuide%20Product%20Manual%20MASTER%20Shared%20(4).png)*Play audio button in SmartGuide app*

### 4) Deepfake AI voices

AI voice technology can make it possible to recreate the voice of a real person, including historical figures, public figures, or other recognizable individuals. This creates a different transparency issue from standard [text-to-speech](https://blog.smart-guide.org/en/tts-audio-in-digital-audio-guides?hsLang=en) because the generated voice may appear to be an authentic recording of that person.

Under the EU AI Act, deepfakes include AI-generated or manipulated image, audio, or video content that resembles an existing person, object, place, entity, or event and could falsely appear authentic or truthful ([European Commission – AI Act](https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai?)).

#### When does an AI voice become a deepfake?

In tourism content, an AI-generated voice may fall into this category when it recreates the recognizable voice of a real person. Examples include:

- Recreating the voice of a historical figure to narrate a tour.
- Using AI to make a deceased person's voice narrate a museum tour.
- Recreating the voice of a politician or celebrity.
- Making a recognizable person's voice appear to deliver narration they never recorded.

The key distinction is whether the synthetic voice is presented as a recognizable real person's voice.

**Regular AI TTS:** A synthetic narrator voice that is not presented as the authentic voice of a real person.

**Deepfake TTS:** An AI-generated voice that recreates a real person's recognizable voice and makes it appear that the person is delivering the narration.

AI can be used creatively in tourism, but transparency should remain part of the visitor experience. Visitors should be able to understand when a familiar voice has been recreated rather than actually recorded by the person it represents. 

#### How to disclose a deepfake voice in SmartGuide?

For a deepfake TTS voice, the disclosure should appear clearly at the beginning of the tour introduction, before the first playback. It does not need to be repeated before every POI.

For example: “This tour uses an AI-generated recreation of T. G. Masaryk’s voice.”

The EU guidance states that deepfake disclosures should be provided no later than the first exposure to the content. The disclosure should also be clear, distinguishable, understandable, and perceivable without requiring special technical tools ([European Commission – AI Act: Transparency obligations](https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai?)).

### 5) AI-generated images in tourism guides

AI-generated imagery can be useful in tourism content, particularly when visual material needs to illustrate places, people, or events that are difficult to photograph or no longer exist. Common uses include:

- Destination guides
- Historical reconstructions
- Museum content
- Illustrations of historical events
- Recreated places
- Promotional tourism materials

#### How should AI-generated images be identified?

For SmartGuide authors, AI-generated images should be identified as **“AI-generated”** in the source field.

![AI image generation](https://blog.smart-guide.org/hs-fs/hubfs/SmartGuide%20Product%20Manual%20MASTER%20Shared%20(5).png?width=454&height=253&name=SmartGuide%20Product%20Manual%20MASTER%20Shared%20(5).png)

*AI-generated image in* [*S*ecrets of Prague inspired by Dan Brown](https://www.smart-guide.org/destinations/en/prague/?tour=Secrets+of+Prague+inspired+by+Dan+Brown) tour

Extra care is needed when an AI-generated image depicts a real person, place, event, or other subject in a way that could appear authentic. Under the EU AI Act, AI-generated or manipulated image, audio, and video content may be subject to specific transparency requirements when it qualifies as a deepfake. [European Commission – AI Act: Transparency obligations](https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai?utm_source=chatgpt.com)

#### What about AI-edited photos?

Not every use of AI-based editing means an image is subject to the same disclosure requirement. AI tools can also perform routine editing tasks that do not substantially change what an image depicts.

Examples include:

- Improving lighting
- Adjusting the sky
- Standard image enhancement
- Minor technical corrections

The European Commission's guidance indicates that AI systems used for assistive editing can fall outside the relevant marking obligation when the original input is not substantially altered ([European Commission – AI Act: Transparency obligations](https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai?)).

For example, improving the sky in a standard photograph without materially changing what the photo depicts does not require the **“AI-generated”** label in the SmartGuide workflow.

#### A simple AI content checklist

| Content | What to do in SmartGuide |
| --- | --- |
| **AI translation** | SmartGuide automatically communicates the AI translation. |
| **AI-written text** | Identify AI-generated content where required, taking into account the level of human review. |
| **Regular TTS** | No additional AI notice is required under the SmartGuide workflow. |
| **Deepfake TTS voice** | Add a clear disclosure at the beginning of the tour, before the first playback. |
| **AI-generated image** | Mark it as **“AI-generated”** in the Source field. |
| **Standard AI photo editing** | No AI label is needed where the edit does not materially change what the image depicts. |

## Are you ready to create tourism content with AI transparency in mind?

The EU AI Act does not mean tourism organizations need to stop using AI. Instead, it provides a framework for using AI responsibly and communicating when visitors need to know that content has been generated or manipulated. Content creators can continue using AI where it provides value while reviewing generated content, distinguishing AI-assisted work from fully synthetic content, and paying particular attention to recreated voices and realistic images or videos. Using a platform with built-in mechanisms for communicating AI use can also make these requirements easier to manage.

Before publishing AI-assisted tourism content, identify where AI was used and determine whether the output requires disclosure. Check whether meaningful human review has taken place, pay particular attention to deepfake audio, images, and video, and add the appropriate disclosure or source information where required. SmartGuide provides tools and labeling mechanisms to help authors communicate AI use appropriately, but authors remain responsible for making sure the content they publish is appropriately disclosed. 

**Want to use AI in your tourism content while keeping visitors informed? Learn how SmartGuide helps destinations [publish digital guides](https://www.smartguide.app/create-digital-audio-guide) with transparent AI content.**

[Learn more](https://www.smartguide.app/request-demo)

 

[Digital audio guide](https://blog.smart-guide.org/en/tag/digital-audio-guide), [Tourist destinations](https://blog.smart-guide.org/en/tag/tourist-destinations), [Travel guide app](https://blog.smart-guide.org/en/tag/travel-guide-app), [AI tools in tourism](https://blog.smart-guide.org/en/tag/ai-tools-in-tourism)

[facebook-f icon](https://www.facebook.com/SmartGuideApp/) [linkedin-in icon](https://www.linkedin.com/company/smart-guide) [Follow us on Facebook](https://www.youtube.com/@SmartGuideChannel)

---

[![Logo SmartGuide horizontal (1)](https://blog.smart-guide.org/hs-fs/hubfs/Logo%20SmartGuide%20horizontal%20(1).png?width=290&height=67&name=Logo%20SmartGuide%20horizontal%20(1).png "Logo SmartGuide horizontal (1)")](http://www.smartguide.app)

Copyright © 2026, SmartGuide

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Admin",
    "url" : "https://blog.smart-guide.org/en/author/admin"
  },
  "dateModified" : "2026-10-14T07:04:16.409Z",
  "datePublished" : "2026-10-14T07:04:16.000Z",
  "headline" : "EU AI Act compliance for tourism content - A practical guide for SmartGuide authors",
  "image" : [ "https://blog.smart-guide.org/hubfs/5a17a2b5-1ed1-465a-92dc-25c6d53d85e2.png" ],
  "mainEntityOfPage" : {
    "@id" : "https://blog.smart-guide.org/en/eu-ai-act-compliance-for-tourism-content-a-practical-guide-for-smartguide-authors",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://blog.smart-guide.org/hubfs/Logo_SmartGuide_white-symbol_new.png"
    },
    "name" : "SmartGuide"
  }
}
```