AI Comply ShieldUK-only shop, EU visitors: does this apply to you?
Short answer: Being based in the UK doesn't take you out of scope. Article 50(1) of the EU AI Act, in force since 2 August 2026, looks at where the people using an AI system are, not where the business is registered. The duty sits with the provider - the company that makes the chatbot. If you built your own and people in the EU use it, that's likely you. If you use a tool like Intercom or Tidio, it's the vendor's duty, but check its AI notice is switched on.
Short answer: being in the UK doesn't take you out of scope - but whether the duty is yours depends on who built your chatbot.
Article 50(1) of the EU AI Act looks at where the people using an AI system are, not where a company is registered. The duty to tell them they're talking to AI sits with the provider - the company that makes the chatbot. If you built your own chatbot and people in the EU use it, that's likely you, regardless of Brexit or your business address.
If you use a chat tool like Tidio or Intercom, the legal duty is the vendor's. It's still worth checking your chat clearly says it's AI: vendors don't always switch that on, and some put the responsibility on their customers in their terms.
If your traffic is genuinely UK-only with no EU visitors, this may not apply to you at all. The free scan doesn't check your visitor analytics - it only checks whether your site's chat has a notice - so use your own traffic data to judge whether EU visitors reach your chat in the first place.
Sources
Maintained by Penn Ltd. Last checked against the regulation text in September 2026. General information, not legal advice.