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Knowing whether you're talking to a person or AI is becoming a legal right in Ireland and across the EU. New rules taking effect today require companies to label AI-generated content such as deepfakes and clearly tell customers when they are chatting with an AI instead of a human, with heavy fines for those who fail to comply. Ireland has also launched a new AI Office to enforce the rules, handle complaints and oversee the country's growing use of artificial intelligence. As AI becomes part of everyday life, knowing what's real matters more than ever.