Modern AI voices are good enough that some callers will not realise they are speaking to software. That makes the question practical, not philosophical: should you say so? Our answer is a clear yes, at the start of every call.
This guide is general information, not legal advice.
The EU AI Act: disclosure has applied since 2 August 2026
If you serve customers in the EU, Article 50(1) of the EU AI Act applies. AI systems designed to interact directly with people must make sure those people are told they are interacting with an AI, unless it is obvious from the context. The information must be clear and given at the latest at the first interaction.
This duty has applied since 2 August 2026. The EU’s 2026 “digital omnibus” delayed the high-risk AI rules, but it did not delay this disclosure duty. The legal obligation sits mainly with the provider of the AI system, but businesses using it share the responsibility in practice: keep a clear disclosure in your opening line and never remove or hide it.
UK rules point the same way
The UK has no single AI disclosure law, but several existing rules make silence risky:
- UK GDPR transparency. People must be told how their personal data is processed, which includes being handled and recorded by an AI service.
- Consumer protection. Misleading consumers about something that affects their decisions — such as implying they are speaking to a person — can be an unfair commercial practice.
- Trust. Callers who discover later that they were talking to a machine tend to feel misled, even if the call went well.
Disclosure does not hurt results
Businesses worry that saying “AI” will make callers hang up. In practice, callers care far more about getting a quick, accurate answer than about who gives it. A confident, honest introduction followed by a useful conversation works better than a pretend human that stumbles on its first unexpected question.
Opening lines you can copy
Keep it short and natural. Name the business, say it is an AI assistant, and move straight to helping.
- “Hi, you’ve reached Northgate Physio. I’m the clinic’s AI assistant — how can I help today?”
- “Thanks for calling Brightside Plumbing. You’re speaking to our AI assistant. Is this about a new job or an existing booking?”
- “Hello, this is the AI assistant for Harbour Lettings, calling about your viewing on Thursday. Is now a good time?”
If calls are recorded, add one sentence: “Calls are recorded to help our team.”
Answer the robot question honestly
Callers sometimes ask, “Am I talking to a real person?” Configure the agent to answer plainly — “I’m an AI assistant, but I can take your details and ask a member of the team to call you back” — and offer a route to a person.
Checklist
- Opening line names the business and says it is an AI assistant
- Recording mentioned where calls are recorded
- Agent answers “Are you a robot?” honestly
- A clear route to a person (message, callback or ticket)
- Same disclosure on web voice and chat
Read our guide to UK GDPR and AI call recording next.
