Ensuring safely deployed AI. The European Union (EU) artificial intelligence (AI) Act (EU AI Act) is the EU’s landmark new artificial intelligence regulation. The final text of the EU AI Act was approved on 2nd February 2024. Following its formal adoption and entry into force, the EU AI Act will have a significant impact on organisations developing, marketing, using, deploying or interacting with AI, both in the EU and abroad. The EU AI Act will place risk- and technology-based obligations on firms that develop, use, distribute or import AI systems in the EU, together with high-fines for non-compliance (ranging to EU 35M or 7% of global annual turnover).