{"id":11387,"date":"2026-06-10T23:08:11","date_gmt":"2026-06-10T21:08:11","guid":{"rendered":"https:\/\/modernipravnik.cz\/?p=11387"},"modified":"2026-08-12T15:08:54","modified_gmt":"2026-08-12T13:08:54","slug":"ai-act-co-musite-udelat-od-srpna-2026-pruvodce-pro-podnikatele","status":"publish","type":"post","link":"https:\/\/modernipravnik.cz\/en\/blog\/ai-act-co-musite-udelat-od-srpna-2026-pruvodce-pro-podnikatele\/","title":{"rendered":"AI Act: Co mus\u00edte ud\u011blat od srpna 2026? Pr\u016fvodce pro podnikatele"},"content":{"rendered":"

Um\u011bl\u00e1 inteligence je sou\u010d\u00e1st\u00ed ka\u017edodenn\u00edho \u017eivota firem i\u00a0z\u00e1kazn\u00edk\u016f. A\u00a0s t\u00edm p\u0159ich\u00e1z\u00ed nov\u00e1 pravidla, ano op\u011bt dal\u0161\u00ed byrokracie. Na\u0159\u00edzen\u00ed EU o\u00a0um\u011bl\u00e9 inteligenci (AI Act) za\u010dne od 2. srpna 2026\u00a0uplat\u0148ovat prvn\u00ed vlna povinnost\u00ed zam\u011b\u0159en\u00fdch na transparentnost. Co to znamen\u00e1 pro v\u00e1s jako podnikatele? Poj\u010fme si to rozebrat.<\/p>\n

Pro\u010d v\u016fbec AI Act vznikl?<\/h2>\n

AI dok\u00e1\u017ee vytvo\u0159it obsah, kter\u00fd je od reality t\u00e9m\u011b\u0159 nerozpoznateln\u00fd. Generativn\u00ed syst\u00e9my p\u00ed\u0161\u00ed texty, maluj\u00ed obr\u00e1zky, nahr\u00e1vaj\u00ed hlasy, tvo\u0159\u00ed videa. A\u00a0lid\u00e9 maj\u00ed pr\u00e1vo v\u011bd\u011bt, kdy komunikuj\u00ed s\u00a0algoritmem a\u00a0kdy s\u00a0\u010dlov\u011bkem.<\/p>\n

Nov\u00e1 pravidla zav\u00e1d\u011bj\u00ed jednoduch\u00fd princip: transparentnost. Lid\u00e9 mus\u00ed b\u00fdt informov\u00e1ni, kdy\u017e obsah vytvo\u0159ila um\u011bl\u00e1 inteligence, nebo kdy\u017e komunikuj\u00ed s\u00a0AI chatbotem m\u00edsto s\u00a0\u017eiv\u00fdm \u010dlov\u011bkem.<\/p>\n

Kdo mus\u00ed co ud\u011blat?<\/h2>\n

Dodavatel\u00e9 AI syst\u00e9m\u016f<\/h2>\n

Pokud vytv\u00e1\u0159\u00edte nebo prod\u00e1v\u00e1te AI n\u00e1stroje - a\u0165 u\u017e jde o\u00a0gener\u00e1tory textu, obr\u00e1zk\u016f, audio nebo video - m\u00e1te povinnost zajistit, aby ve\u0161ker\u00e9 v\u00fdstupy obsahovaly strojov\u011b \u010diteln\u00e9 ozna\u010den\u00ed. Technicky to znamen\u00e1:<\/p>\n

- Metadata - informace vlo\u017een\u00e9 p\u0159\u00edmo do souboru
\n- Digit\u00e1ln\u00ed vodoznaky - viditeln\u00e9 i\u00a0neviditeln\u00e9 zna\u010dky v\u00a0obsahu
\n- Kryptografick\u00e9 zna\u010dky - ov\u011b\u0159iteln\u00e9 signatury pro ov\u011b\u0159en\u00ed p\u016fvodu<\/p>\n

C\u00edlem je, aby soci\u00e1ln\u00ed s\u00edt\u011b, vyhled\u00e1va\u010de a\u00a0n\u00e1stroje pro ov\u011b\u0159ov\u00e1n\u00ed obsahu mohly automaticky rozpoznat, \u017ee byl obsah vytvo\u0159en AI.<\/p>\n

Provozovatel\u00e9 AI syst\u00e9m\u016f<\/h2>\n

Pokud ve sv\u00e9m podnik\u00e1n\u00ed pou\u017e\u00edv\u00e1te AI n\u00e1stroje - nap\u0159\u00edklad chatboty na webu, automatizovan\u00e9 odpov\u011bdi, AI generovan\u00e9 popisky produkt\u016f - vznik\u00e1 v\u00e1m povinnost:<\/p>\n

- Viditeln\u011b ozna\u010dit v\u00fdstupy pro koncov\u00e9 u\u017eivatele
\n- Hl\u00e1sit p\u0159i prvn\u00ed interakci, \u017ee jde o\u00a0AI syst\u00e9m<\/p>\n

Toto plat\u00ed zejm\u00e9na pro deepfakes, napodobeniny skute\u010dn\u00fdch osob \u010di ud\u00e1lost\u00ed, obsah ur\u010den\u00fd k\u00a0informov\u00e1n\u00ed ve\u0159ejnosti a\u00a0interaktivn\u00ed syst\u00e9my jako chatboti nebo virtu\u00e1ln\u00ed asistenti.<\/p>\n

Firmy, kter\u00e9 pou\u017e\u00edvaj\u00ed AI n\u00e1stroje<\/h2>\n

Pokud pou\u017e\u00edv\u00e1te ChatGPT, Midjourney nebo jin\u00fd AI n\u00e1stroj pro tvorbu obsahu, kter\u00fd pak zve\u0159ej\u0148ujete, m\u011bli byste:<\/p>\n

- Ov\u011b\u0159it, zda dan\u00fd n\u00e1stroj spl\u0148uje po\u017eadavky na ozna\u010dov\u00e1n\u00ed
\n- Ukl\u00e1dat si d\u016fkazy o\u00a0tom, \u017ee jste obsah vytvo\u0159ili pomoc\u00ed AI<\/p>\n

Praktick\u00e9 dopady pro podnikatele<\/h2>\n

Obsah na webu<\/h2>\n

Pokud pou\u017e\u00edv\u00e1te AI k\u00a0tvorb\u011b text\u016f, obr\u00e1zk\u016f nebo vide\u00ed na sv\u00e9m webu, uve\u010fte u\u00a0takov\u00e9ho obsahu pozn\u00e1mku, \u017ee byl vytvo\u0159en pomoc\u00ed um\u011bl\u00e9 inteligence. Sta\u010d\u00ed v\u011bta: “Tento \u010dl\u00e1nek byl vytvo\u0159en s\u00a0pomoc\u00ed AI n\u00e1stroje.”<\/p>\n

Chatboti a\u00a0z\u00e1kaznick\u00e1 komunikace<\/h2>\n

M\u00e1te na webu chatbota? Od srpna mus\u00edte p\u0159i prvn\u00ed interakci jasn\u011b uv\u00e9st, \u017ee komunikujete s\u00a0um\u011blou inteligenc\u00ed. Ide\u00e1ln\u011b p\u0159\u00edmo v\u00a0\u00favodn\u00edm textu: “Dobr\u00fd den, jsem AI asistent. Pro spojen\u00ed s\u00a0\u010dlov\u011bkem napi\u0161te X.”<\/p>\n

Marketing a\u00a0soci\u00e1ln\u00ed s\u00edt\u011b<\/h2>\n

Pou\u017e\u00edv\u00e1te AI generovan\u00e9 obr\u00e1zky v\u00a0reklam\u00e1ch? Ozna\u010dte je. Nejv\u00edc lidsky to jde hashtagem #AIGenerated nebo pozn\u00e1mkou v\u00a0pati\u010dce vizu\u00e1lu.<\/p>\n

Jak to ud\u011blat lidsky, aby to lid\u00e9 p\u0159ijali?<\/h2>\n

Tady je k\u00e1men \u00farazu. Ozna\u010dov\u00e1n\u00ed AI obsahu nemus\u00ed b\u00fdt strojen\u00e9 ani nep\u0159\u00e1telsk\u00e9. Z\u00e1le\u017e\u00ed na tom, jak to pod\u00e1te.<\/p>\n

Mluvte o\u00a0tom otev\u0159en\u011b<\/h2>\n

Lid\u00e9 nemaj\u00ed probl\u00e9m s\u00a0AI jako takovou - maj\u00ed probl\u00e9m, kdy\u017e maj\u00ed pocit, \u017ee jsou manipulov\u00e1ni. Kdy\u017e o\u00a0AI mluv\u00edte otev\u0159en\u011b, budujete d\u016fv\u011bru. M\u00edsto aby se z\u00e1kazn\u00edk c\u00edtil podveden\u00fd, ocen\u00ed va\u0161i up\u0159\u00edmnost. P\u0159\u00edklad: “Pom\u00e1h\u00e1me si um\u011blou inteligenc\u00ed s\u00a0rychlej\u0161\u00edmi odpov\u011b\u010fmi na va\u0161e dotazy. V\u00fdsledky v\u017edy kontroluje n\u00e1\u0161 t\u00fdm.”<\/p>\n

Zd\u016frazn\u011bte p\u0159idanou hodnotu<\/h2>\n

AI nen\u00ed hrozba - je to n\u00e1stroj. Dejte z\u00e1kazn\u00edk\u016fm najevo, \u017ee jim AI pom\u00e1h\u00e1: rychlej\u0161\u00ed odpov\u011bdi, dostupnost 24\/7, lep\u0161\u00ed ceny. P\u0159\u00edklad: “D\u00edky AI v\u00e1m odpov\u00edme do 5\u00a0minut, ne do 2\u00a0dn\u016f.”<\/p>\n

Nab\u00eddn\u011bte lidskou alternativu<\/h2>\n

Dejte lidem mo\u017enost komunikovat s\u00a0\u010dlov\u011bkem, kdy\u017e cht\u011bj\u00ed. P\u0159\u00edklad: “Chcete mluvit s\u00a0\u010dlov\u011bkem? Napi\u0161te n\u00e1m na info@vasejfirma.cz a\u00a0spoj\u00edme v\u00e1s do 24\u00a0hodin.”<\/p>\n

Vzd\u011bl\u00e1vejte sv\u00e9 z\u00e1kazn\u00edky<\/h2>\n

Mnoho lid\u00ed AI v\u016fbec nerozum\u00ed. Kdy\u017e jim vysv\u011btl\u00edte, co AI um\u00ed a\u00a0nejde, postav\u00edte se do role pr\u016fvodce, ne prodejce.<\/p>\n

Co kdy\u017e pravidla poru\u0161\u00edte?<\/h2>\n

Pokud jako provozovatel AI syst\u00e9mu nespln\u00edte ozna\u010dovac\u00ed povinnosti, vystavujete se riziku:<\/p>\n

- Spr\u00e1vn\u00ed sankce - pokuty a\u017e 15\u00a0milion\u016f EUR nebo 3 % celosv\u011btov\u00e9ho obratu
\n- Reputa\u010dn\u00ed riziko - z\u00e1kazn\u00edci si v\u0161imnou, \u017ee neozna\u010dujete AI obsah
\n- Pr\u00e1vn\u00ed nejistota - v\u00a0budoucnu mohou p\u0159ib\u00fdvat \u017ealoby od spot\u0159ebitel\u016f<\/p>\n

Naopak pokud pravidla dodr\u017eujete a\u00a0d\u011bl\u00e1te to dob\u0159e, m\u016f\u017eete pos\u00edlit d\u016fv\u011bru z\u00e1kazn\u00edk\u016f, odli\u0161it se od konkurence a\u00a0budovat reputaci modern\u00ed a\u00a0transparentn\u00ed firmy.<\/p>\n

Na co se p\u0159ipravit?<\/h2>\n

Kroky, kter\u00e9 m\u016f\u017eete ud\u011blat hned te\u010f:<\/h2>\n

1. Zmapujte, kde ve firm\u011b AI pou\u017e\u00edv\u00e1te
\n2. Ov\u011b\u0159te, zda va\u0161e AI n\u00e1stroje spl\u0148uj\u00ed technick\u00e9 po\u017eadavky na ozna\u010dov\u00e1n\u00ed
\n3. P\u0159ipravte si \u0161ablony pro ozna\u010dov\u00e1n\u00ed AI obsahu
\n4. Nastavte chatboty tak, aby na za\u010d\u00e1tku komunikace informovaly o\u00a0AI
\n5. Vzd\u011bl\u00e1vejte sv\u016fj t\u00fdm - v\u0161ichni by m\u011bli rozum\u011bt nov\u00fdm pravidl\u016fm<\/p>\n

Evropsk\u00e1 komise p\u0159ipravuje Kodex spr\u00e1vn\u00e9 praxe pro transparentnost obsahu generovan\u00e9ho um\u011blou inteligenc\u00ed, kter\u00fd m\u00e1 firm\u00e1m pomoci pravidla prakticky naplnit. Definitivn\u011b m\u00e1 b\u00fdt p\u0159edstaven v\u00a0\u010dervnu 2026.<\/p>\n

FAQ<\/h2>
\n\t\t\t\tKdy p\u0159esn\u011b za\u010dnou nov\u00e1 pravidla platit?<\/summary>\n\t\t\t\t

Prvn\u00ed vlna povinnost\u00ed z\u00a0AI Act za\u010dne platit 2. srpna 2026. T\u00fdk\u00e1 se p\u0159edev\u0161\u00edm transparentnosti - tedy ozna\u010dov\u00e1n\u00ed AI obsahu a\u00a0informov\u00e1n\u00ed u\u017eivatel\u016f p\u0159i komunikaci s\u00a0AI syst\u00e9my.<\/p>\n<\/div>\n\t\t\t<\/details>

\n\t\t\t\tMus\u00edm ozna\u010dit \u00fapln\u011b v\u0161echen obsah vytvo\u0159en\u00fd AI?<\/summary>\n\t\t\t\t

Ozna\u010dit mus\u00edte zejm\u00e9na obsah, kter\u00fd je v\u00fdsledkem generativn\u00ed AI - tedy texty, obr\u00e1zky, audio a\u00a0video vytvo\u0159en\u00e1 AI syst\u00e9my. Informovat mus\u00edte tak\u00e9 p\u0159i komunikaci s\u00a0interaktivn\u00edmi AI syst\u00e9my (chatboti, virtu\u00e1ln\u00ed asistenti).<\/p>\n<\/div>\n\t\t\t<\/details>

\n\t\t\t\tJak m\u00e1m ozna\u010dit AI obsah na webu?<\/summary>\n\t\t\t\t

Z\u00e1le\u017e\u00ed na typu obsahu. U\u00a0text\u016f sta\u010d\u00ed pozn\u00e1mka pod \u010dl\u00e1nkem. U\u00a0obr\u00e1zk\u016f m\u016f\u017eete pou\u017e\u00edt viditeln\u00fd vodoznak nebo pozn\u00e1mku v\u00a0popisu. U\u00a0vide\u00ed uve\u010fte informaci v\u00a0popisu nebo p\u0159\u00edmo ve videu.<\/p>\n<\/div>\n\t\t\t<\/details>

\n\t\t\t\tHroz\u00ed mi pokuty i\u00a0kdy\u017e AI pou\u017e\u00edv\u00e1m jen intern\u011b?<\/summary>\n\t\t\t\t

Ne. Povinnosti se t\u00fdkaj\u00ed zejm\u00e9na ve\u0159ejn\u011b dostupn\u00e9ho obsahu a\u00a0interakce s\u00a0koncov\u00fdmi u\u017eivateli. Pokud AI pou\u017e\u00edv\u00e1te pouze intern\u011b (nap\u0159. pro p\u0159\u00edpravu intern\u00edch dokument\u016f), povinnosti ozna\u010dov\u00e1n\u00ed se na v\u00e1s nevztahuj\u00ed.<\/p>\n<\/div>\n\t\t\t<\/details>

\n\t\t\t\tCo kdy\u017e m\u016fj dodavatel AI n\u00e1stroje nezajist\u00ed ozna\u010den\u00ed?<\/summary>\n\t\t\t\t

Pokud pou\u017e\u00edv\u00e1te extern\u00ed AI n\u00e1stroj, kter\u00fd neozna\u010duje sv\u016fj v\u00fdstup, m\u011bli byste zv\u00e1\u017eit pou\u017eit\u00ed jin\u00e9ho n\u00e1stroje nebo zajistit dodate\u010dn\u00e9 ozna\u010den\u00ed sami. Odpov\u011bdnost za ozna\u010den\u00ed m\u00e1 provozovatel AI syst\u00e9mu, kter\u00fd obsah poskytuje koncov\u00fdm u\u017eivatel\u016fm.<\/p>\n<\/div>\n\t\t\t<\/details><\/div><\/section>\n

AI Act nen\u00ed nep\u0159\u00edtel - je to p\u0159\u00edle\u017eitost. Firmy, kter\u00e9 transparentnost vezmou za spr\u00e1vn\u00fd konec, budou m\u00edt konkuren\u010dn\u00ed v\u00fdhodu. Z\u00e1kazn\u00edci d\u016fv\u011b\u0159uj\u00ed otev\u0159en\u00fdm zna\u010dk\u00e1m v\u00edc ne\u017e t\u011bm, kter\u00e9 se sna\u017e\u00ed AI skr\u00fdt.<\/p>\n

Pot\u0159ebujete pomoci s\u00a0implementac\u00ed AI pravidel ve va\u0161\u00ed firm\u011b? Jsme tu pro v\u00e1s.<\/strong><\/p>\n

Autor: Mgr.\u00a0Petr Uklein, vedouc\u00ed advok\u00e1t advok\u00e1tn\u00ed kancel\u00e1\u0159e ModerniPravnik.cz<\/p>\n

V\u0161echny tyto slu\u017eby a\u00a0produkty v\u00e1m pomohou snadno zvl\u00e1dnout. Nev\u00e1hejte n\u00e1s kontaktovat a\u00a0objednejte si na\u0161e slu\u017eby, smlouvy \u010di produkty p\u0159\u00edmo na webu.<\/p>","protected":false},"excerpt":{"rendered":"

Um\u011bl\u00e1 inteligence je sou\u010d\u00e1st\u00ed ka\u017edodenn\u00edho \u017eivota firem i\u00a0z\u00e1kazn\u00edk\u016f. A\u00a0s\u00a0t\u00edm p\u0159ich\u00e1z\u00ed nov\u00e1 pravidla, ano op\u011bt dal\u0161\u00ed byrokracie. Na\u0159\u00edzen\u00ed EU o\u00a0um\u011bl\u00e9 …<\/p>","protected":false},"author":754,"featured_media":12909,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1247,2279,2289,2285,1196,222,63,2771,64,2775],"tags":[352,100,414],"class_list":["post-11387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-autorske-pravo-cs","category-business-cs","category-consumers-cs","category-contracts-cs","category-it-pravo-cs","category-mezinarodni-pravo","category-obchodni-pravo","category-podnikani","category-smlouvy","category-spotrebitelske-pravo","tag-obchodni-pravo-2","tag-podnikani","tag-pravnik-online"],"acf":[],"yoast_head":"\nAI Act: Co mus\u00edte ud\u011blat od srpna 2026? | ModerniPravnik.cz<\/title>\n<meta name=\"description\" content=\"AI Act od srpna 2026: Povinnosti pro podnikatele v \u010cR. 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