AI tool registry · Email & messaging AI
Does Braze trigger an EU AI Act Article 50 duty?
by Braze
Verdict — duty applies
Article 50(1) — tell people they're interacting with AI
This tool puts an AI in direct contact with your visitors. Article 50(1) of the EU AI Act requires that people are informed they are interacting with an AI system — clearly, and no later than the first interaction — unless it's already obvious to a reasonably informed person.
Email & messaging AI: where this tool sits
AI email writers, smart replies, campaign generators. Outbound synthetic text — the marking expectations follow the message.
An AI-drafted email a human edits and sends is ordinary correspondence; fully automated AI conversation with customers is interaction.
What you must show
- A visible notice at or before the first exchange — on the widget itself, not in a footer.
- Plain wording: say it's an AI assistant, not a euphemism.
- A route to a human where one exists — it strengthens trust and the disclosure.
A disclosure you can adapt
“You're chatting with an AI assistant (Braze). Ask to be transferred to a person at any time.”
The Klarvo WordPress plugin renders clause-correct notices like this automatically for the tools it detects.
How Klarvo finds Braze
The Klarvo detection registry recognises Braze by its WordPress plugin signature (“braze”), the scripts and objects it places on your pages (js.appboycdn.com, appboy, braze) and cookies it sets (ab.). Detection confidence in the registry: medium. The registry updates weekly as new AI tools appear — installs pick the update up automatically.
Using Braze on WordPress?
The free Klarvo plugin scans your site, finds tools like this one, and renders the correct Article 50 notice for each — no account required to start.
Not on WordPress? The scope check works for any stack.
More email & messaging ai in the registry
This page describes the typical Article 50 position for Braze as catalogued in the Klarvo detection registry on the basis of its public signature, and is not legal advice for your specific deployment. Deadline for Article 50 duties: 2 August 2026. See the plain-English Article 50 guide.