01 / Our position in brief
AI rules depend on each system’s role, purpose and use.
- AMPLIFYY is a UK business. We supply AI tools to UK founder-led service firms under our own brand. Whether we act as a provider or deployer under the EU AI Act depends on the particular system and what we do with it. A result reaching someone in the EU does not, by itself, make AMPLIFYY the provider.
- The Act can reach beyond the EU. It can apply to providers that place an AI system on the EU market or put it into service there, regardless of where they are based. It can also apply to providers or deployers based outside the EU when the system’s output is used in the Union. Under the Act, a provider develops or has a system developed and places it on the market or puts it into service under its name. A deployer uses an AI system under its authority. Read the current EU AI Act text.
- Everyday business use is not a risk category. Our products are designed for uses such as lead follow-up, customer conversations, content and decision support. Classification depends on the system’s intended purpose and how it is used.
- Our product boundaries are clear. We do not design our products for uses the EU AI Act prohibits or classifies as high-risk. Examples can include certain recruitment, creditworthiness, life or health insurance assessment or pricing, and employee-monitoring uses.
- Transparency measures are part of our products. We build practical transparency measures into the products we supply for all clients, wherever they trade. The legal duties that apply still depend on the system, role, content and use.
02 / How we use AI in our own content
AI helps create our content. People review it.
- Human review. Everything we publish on our website, social media and videos is made using a combination of AI and human editing and judgement. A person reviews it before publication and takes responsibility for it.
- Images and video. Unless we say otherwise, images and videos on our website and social media are created using AI.
- Avatar videos. Some videos feature an AI-generated avatar of our founder, Phil Jepson, created with his consent and under his direction.
- Labels and credentials. We label AI-generated images and video. Where our tools and the platforms we publish on support them, we keep or add machine-readable labels, including embedded Content Credentials metadata.
What the EU AI Act says about disclosure
The EU AI Act distinguishes between telling someone they are interacting with AI, machine-readable marking of generated outputs, and disclosure by the person or organisation using certain content. For systems intended to interact directly with people, providers must tell them they are interacting with AI unless that is obvious in the circumstances.
Providers of systems that generate synthetic audio, images, video or text must generally ensure those outputs are marked in a machine-readable way and can be detected as AI-generated or manipulated. The Act includes exceptions, including for some standard editing assistance or systems that do not substantially change their input or its meaning.
Separate disclosure duties apply to deployers of deepfake images, audio or video, and to certain AI-generated or manipulated text published to inform the public about matters of public interest. For public-interest text, the disclosure duty does not apply where a person or organisation has editorial responsibility and the material has had human review or editorial control. For artistic, creative, satirical or fictional deepfakes, disclosure must suit the work without getting in the way of showing or enjoying it. Other defined exceptions also apply. These rules do not create a general duty to display a visible label on every AI-generated item.
These distinctions are set out in Article 50 of the EU AI Act.
03 / How we build transparency into our products
Clear signals, useful boundaries and human accountability.
- Clear AI disclosure. Our AI assistants, including the web chat on this website, are clearly identified as AI helpers so people know they are interacting with AI rather than a person.
- Content labelling. Where our products generate images, audio or video, we support machine-readable labelling so those outputs can be identified as AI-generated, where the relevant tools and platforms support it.
- People stay in charge. Our tools support people’s decisions; they do not replace them. Important decisions remain with our clients and their teams.
- Responsible use by clients. Our terms of business set out what our products are intended for and prohibit uses that the EU AI Act treats as prohibited or high-risk.
- Trusted foundations. Our products use established AI models and platforms from reputable suppliers. We review supplier documentation and safeguards as part of choosing who we work with.
04 / The UK position
Existing UK laws and regulators still matter.
The UK does not have a single comprehensive AI law equivalent to the EU AI Act. Existing laws remain binding, including the UK GDPR, the Equality Act 2010 and consumer protection law. The UK’s five cross-sector AI principles guide how regulators interpret and apply their existing powers. They are guidance, not a replacement for those laws.
The principles cover safety, security and robustness; appropriate transparency and explainability; fairness; accountability and governance; and contestability and redress.
Regulations made under the Data (Use and Access) Act 2025 require the Information Commissioner’s Office (ICO) to prepare a statutory code on processing personal data in AI development and use, and automated decision-making. The regulations came into force on 12 May 2026. The code itself is being prepared and is not yet in force; the ICO describes its current work on the code separately from its existing AI guidance.
For how we handle personal data, please see our Privacy Policy.
05 / Our team
People know when to step in.
Everyone at AMPLIFYY who builds, sells or supports our AI products understands how they work, where they can go wrong and when a person needs to step in.
06 / Keeping this up to date
Different rules have different dates.
AI regulation is changing, so we review this statement as the rules develop and whenever we change how our products work.
Under Regulation (EU) 2026/1744, some high-risk-system requirements have staged application dates: 2 December 2027 for systems classified under Article 6(2) and Annex III, and 2 August 2028 for systems classified under Article 6(1) and Annex I. These dates cover specified high-risk requirements only. Earlier prohibitions and the AI Act’s other general application dates remain in place; this does not mean every transparency rule waits until 2027 or 2028.
The Act also has transition rules for some systems already on the market or in service before the relevant application date, particularly certain high-risk systems. Their treatment depends on the system and whether significant changes are made. These rules do not postpone every transparency duty.
07 / Questions or concerns
Ask us about our AI use or a missing label.
If you have a question about how we use AI, or think something we produced should have been labelled and was not, contact us at hello@amplifyy.uk.
AMPLIFYY is a trading name of Predictive Profits LLP.