Who has to comply
Who does the EU AI Act apply to?
It follows the market, not the head office. What matters is whether your AI, or what it produces, reaches the EU, and what role you play in supplying or using it.
| Your situation | Does it apply? |
|---|---|
| An EU company using AI in its business | Yes. You are the deployer of that AI. |
| A UK or US company selling an AI product, or a product or service with AI built in, to EU customers | Yes. You are the provider. For high-risk AI you must also appoint an authorised representative in the EU. |
| A UK or US company whose AI output is used in the EU, for example screening EU job applicants or scoring EU customers from London or New York | Yes, for that system, even if nothing is hosted in the EU. |
| A UK or US group with an EU subsidiary or office | Yes, for the AI used by or for the EU business. |
| A company that buys an AI tool, such as an HR or finance platform, and uses it on EU staff or customers | Yes. The vendor is the provider. You are the deployer, with duties of your own. |
| A company that puts its own name on a high-risk AI system built by someone else, substantially modifies one, or changes a system's purpose so it becomes high-risk | Yes, as the provider, with the heavier obligations that follow. |
| A company bringing a non-EU AI system into the EU, or reselling one there | Yes, as importer or distributor. You must check the provider has met its obligations. |
| A UK or US company with no EU customers, staff or operations, whose AI output is not used in the EU | Generally no. Check again before you enter the EU market. Your own country's data protection, employment and consumer laws still apply to your AI. |