Mateusz wrote the peer-reviewed book chapter titled “Toward Transparency of Synthetic Media: EU Regulatory Perspective and Its Implications” published in the Handbook of AI-based Media Disruption (Springer), edited by Stephan Böhm, Stephen Collins, Alexander Godulla, Sarah Keith and Richard Savery. The chapter analyses the AI Act’s transparency obligations for deepfakes and AI-generated content. These provisions began to apply in August 2026, which should be seen as a turning point for the AI regulatory framework in the EU.

In an interview with Nowy Marketing, Mateusz explained what this means for advertising: a label alone may tell the audience very little if people do not understand what has been changed and why.

Book: https://link.springer.com/book/10.1007/978-3-032-07605-2
Interview: https://nowymarketing.pl/samo-oznaczenie-ai-moze-niewiele-mowic-odbiorcy-dr-mateusz-labuz-o-ai-act-i-reklamie/