3. Deployers of an emotion recognition system or a biometric categorisation system shall inform the natural persons exposed thereto of the operation of the system, and shall process the personal data in accordance with Regulations (EU) 2016/67911 and (EU) 2018/172512 and Directive (EU) 2016/68013, as applicable. 4. Deployers of an AI system that generates or manipulates image, audio or video content constituting a deep fake, shall disclose that the content has been artificially generated or manipulated. IV. NAVIGATING THE ARTIFICIAL INTELLIGENE ACT FOR THE TOURISM INDUSTRY Artificial Intelligence systems and applications are present in many areas of the travel and tourism industry. Many of the systems and applications that are being used will fall under the high or limited risk category, and in many cases transparency obligations will apply. Let’s examine the case of chatbots, conversational assistants or smart travel agents, which pose minimal or low risk. They can be used and implemented according to the Artificial Intelligence Act, but according to article 50, which sets out specific transparency obligations, when an artificial intelligence system is intended to interact directly with natural persons, they must be designed and developed in such a way that the natural persons concerned are informed that they are interacting with an artificial intelligence system (unless this is obvious from the point of view of a natural person who is reasonably well-informed, observant and circumspect, taking into account the circumstances and the context of use). Let´s say, for example, that we arrive at a hotel and there is no human at the reception but a service robot that I have to interact with, and it has the capacity to analyse facial expressions and infer my emotions (am I happy to be interacting 11 Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data (General Data Protection Regulation). 12 Regulation (EU) 2018/1725 of the European Parliament and of the Council of 23 October 2018 on the protection of natural persons with regard to the processing of personal data by the Union institutions, bodies, offices and agencies and on the free movement of such data. 13 Directive (EU) 2016/680 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data by competent authorities for the purposes of the prevention, investigation, detection or prosecution of criminal offences or the execution of criminal penalties, and on the free movement of such data. 91 THE IMPACT OF ARTIFICIAL INTELLIGENCE REGULATIONS ON THE TOURISM INDUSTRY
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