Customer service based on artificial intelligence is undergoing a regulatory revolution. Both the US and the European Union are working intensively on government to guarantee full transparency – customers will should be informed erstwhile they talk to AI. specified requirements are already in force in Europe and the European Commission has just announced their simplification package, including an extension of the transitional period. On the another hand, there is simply a bill in the US that not only protects jobs, but besides forces transparency in communication with the customer.
On 19 November 2025, the European Commission formally presented a broad package of amendments referred to as "Digital Omnibus" (Digital Simplification Package), including circumstantial amendments to the AI Act. These changes are intended to supply greater transparency and legal certainty for companies implementing artificial intelligence. The main points of the package focus on simplifying administrative responsibilities, extending the transition period to the end of 2027 for high-risk systems (including in the contact centre sector) and better support for business, including simplifying method documentation requirements for SMEs. These changes were announced earlier on 12 November 2025 by the European Technology Commissioner Henna Virkkunen during the Web Summit in Lisbon.
This is not an isolated initiative. On the another side of the Atlantic, in the U.S. Senate, since July 2025, there has been a "Keep Call Centers in America Act" law that introduces akin transparency requirements in client service. Although motivations vary – in Europe it is about harmonisation of the digital market, in the US it is about protecting jobs – the goal is convergent: the client has the right to know who or what he is talking to.
American Law: Transparency Under punishment Pressure
The bill in the US assumes that companies will be required to clearly inform customers about 3 key issues: where is the consultant serving the conversation, whether artificial intelligence is utilized in the interaction, and besides allowing each client to control to an agent located in the US.
"If the U.S. bill is adopted, it will force not only transparency of client relations, but besides cost-effective reassessment of outsourcing strategies. The Act provides for severe consequences for companies outsourcing work abroad. Operators who transfer at least 30% of contact center operations outside the US without appropriate notification of this fact 120 days earlier may be fined up to USD 10,000 a day. In addition, they will scope a publically available list and lose access to parts of national grants and taxation exemptions," he comments. Krzysztof Lewinski, CEO of Armatis Poland, the leading European outsourcer of client service and sales.
EU already enforces akin requirements
While in the US the bill is at the phase of the committee's work, the European Union is already enforcing akin provisions. As of 2 August 2025, EU AI Act regulations on the alleged General intent AI (GPAI) that straight concern the contact center sector apply. However, it should be remembered that, in accordance with the amendments presented on 19 November, the full responsibilities of high-risk systems, including in the contact centre sector, are not to enter into force until the end of 2027, which is to make it easier for companies to adapt to the fresh regulations.
According to these rules, companies operating in the EU must clearly inform users that they are talking to AI and not to man. In addition, companies are required to guarantee that the conversation can be redirected to a consultant-man at any time of interaction.
According to Krzysztof Lewiński, the AI regulations can standardise the quality of service, but they besides bring any challenges.
"On the 1 hand, the work to disclose an AI interaction can be a catalyst for better reporting and analytics of recurring problems, which will enable more effective implementation of automation. On the another hand, besides restrictive rules can reduce innovation and advanced automation to improve client experience," the expert explains.
Companies must prepare now
The simplification package officially presented by the European Commission is intended to aid companies to adapt to the fresh requirements, including by extending the transitional period. In parallel, the Commission launched a public consultation on reporting AI incidents and presented the first guidelines on how companies should study errors in AI systems specified as chatbots and voice assistants utilized in client service.
The CEO of Armatis stresses that companies cannot wait for final versions of the rules.
"It will be crucial to plan the implementation of AI not in terms of cost minimisation but in terms of clearly defined business objectives and quality of service. Companies should already be auditing their processes, analytics of interactions and preparing for fresh information obligations before the regulations full enter into force," says Krzysztof Lewiński.
End of an era of invisible automation
As the typical of Armatis points out, regulators in both the US and the EU send a clear signal: the era of "invisible" automation in client service is coming to an end.
"Whether government comes from caring for jobs or from a wider digital policy, consumers gain a fresh right to an informed choice with whom they are talking. For the contact centre industry, this means the beginning of a fresh reality, in which transparency becomes not only a legal requirement, but a key component of the strategy of client service and assurance building," concludes CEO Armatis Polska.
Armatis is simply a company originating in France, which has been creating outsourcing solutions for companies for more than 30 years. These include multichannel client support, sales, helpdesk and another B2C and B2B solutions, which are provided in more than 20 languages. The Armatis offer distinguishes above all the flexibility that enables customers to easy and rapidly scale the client service and sales squad application to their needs, but besides the know-how resulting from more than 30 years of marketplace activity, innovation and developed management processes. Armatis presently employs about 10,000 people worldwide, and in Poland about 2000.
Additional information about Armatis Poland is available at: https://www.armatis.com/en.
