Hailed as a world-first, European Union artificial intelligence rules are facing a make-or-break moment as negotiators try to hammer out the final details this week – talks complicated by the sudden rise of generative AI that produces human-like work.

First suggested in 2019, the EU’s AI Act was expected to be the world’s first comprehensive AI regulations, further cementing the 27-nation bloc’s position as a global trendsetter when it comes to reining in the tech industry.

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