New AI regulation: The guide for your company not to be caught by surprise

Artificial intelligence has ceased to be just a trend to become a key player in the digital transformation of companies, whether in the automation of processes, in the analysis of data or in the personalization of services, AI has been reshaping markets and creating new opportunities for growth. However, the advancement of this technology also brings some regulatory challenges that may directly impact its adoption in the corporate environment.

After all, to what extent can an AI system make decisions without human oversight? How to ensure that the algorithms are fair and transparent? What are the legal risks involved in using technology?

With these issues in mind, governments around the world are accelerating the creation of regulations to regulate artificial intelligence. And your company needs to be prepared.

What changes with the new regulations?

In recent years, initiatives such as the European Artificial Intelligence Regulation (AI Act) and guidelines in other jurisdictions have established a new standard for the responsible use of AI. The objective is not to limit innovation, but to ensure that technology is applied ethically, safely and in compliance with fundamental rights.

To this end, some requirements are starting to become standard:

• Classification of risks: AI systems are now categorized according to their potential impact on society. “High risk” solutions, such as those used in credit decisions, selection processes, and surveillance, will need to follow strict transparency and control criteria.
• Transparency: Companies must inform when a user is interacting with an automated system, in addition to offering clear explanations about the operation of the algorithms and the use of the data.
• Data protection: Compliance with laws such as the LGPD in Brazil and the GDPR in Europe becomes even more relevant, requiring solid information security practices, storage and treatment of sensitive data.
• Supervision: The monitoring of AI systems will be mandatory in certain sectors, with frequent audits to mitigate undue biases and ensure that the models continue to operate in an ethical manner.

How can your company adapt?

With regulation gaining strength, adapting to these new requirements is no longer a choice, but a strategic need. This means reviewing internal processes, empowering teams and, in many cases, restructuring technological solutions to ensure compliance.

Some essential actions include:

• Identify which areas of the company use artificial intelligence and assess whether these systems can be classified as high-risk according to the new regulations.
• Create mechanisms to ensure that algorithms are trained with quality data, minimizing biases and ensuring that decisions are fair and explainable.
• Teams involved in the development, operation, and oversight of AI need to be up to date on legal requirements and best practices for technology governance.
• Automated monitoring and auditing software can facilitate compliance with the rules and avoid future penalties.

What happens to those who don't adapt?

Ignoring the new regulations can have serious consequences. Companies that misuse AI can face financial sanctions, lawsuits, and irreparable reputational damage. In addition, lack of compliance can hinder strategic partnerships and alienate investors, who increasingly prioritize organizations aligned with best governance and compliance practices.

More than a legal obligation, adapting to artificial intelligence regulation is an opportunity to differentiate your company in the market. By demonstrating commitment to transparency, safety, and ethics, your organization strengthens the trust of customers and partners, ensuring sustainable and innovative growth.

The regulation of artificial intelligence marks a new stage in the maturation of technology and its responsible application. Companies that anticipate the requirements not only reduce risks, but also strengthen their position in a market where transparency and compliance are strategic differentials.

Is your company prepared for this new scenario? The time to act is now.

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