Does this apply to my business if I am based in Portugal?

Yes. It is a European regulation and it applies directly across member states, Portugal included. It also reaches businesses outside the EU whose AI output is used inside it.

What counts as a matter of public interest?

The regulation does not give a closed list. The ordinary meaning is reporting and commentary on public affairs, not commercial content about your own products and services. If you publish on genuinely public matters, take advice. Do not settle for a blog's word on it.

If I edit AI output heavily, is it still AI-generated content?

For the purposes of the disclosure duty the question is largely answered by the exemption. Human review and editorial responsibility take you out of the obligation regardless of how much of the draft started as machine output.

Can readers tell that I used AI?

Sometimes, and increasingly the detection does not depend on how the text reads. Marking is embedded at generation, so it can survive editing that would fool a person. Treat it as a reason to make the work genuinely yours, not a reason to disguise it.

What happens if I get AI disclosure wrong?

Enforcement sits with national authorities and the penalties in the regulation are set as a share of worldwide turnover. The realistic exposure for a small business publishing edited marketing content is very low, which is the point of this article.

Should we publish an AI policy?

If you produce content regularly, a short internal note on which tools are allowed, who reviews, and who signs off is worth having. Not because the law demands a document, but because it is how you make sure the human review is real and not just assumed.

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