Kenyan companies using artificial intelligence (AI) to interact with customers will soon be required to clearly disclose when people are communicating with an AI system rather than a human, under a new policy aimed at promoting transparency, accountability and public trust in emerging technologies.
The proposed framework forms part of Kenya’s broader efforts to regulate the growing use of AI across industries such as banking, telecommunications, healthcare, e-commerce and public services. Under the policy, organisations deploying AI-powered chatbots, virtual assistants or other automated systems must inform users at the beginning of an interaction that they are engaging with artificial intelligence. The requirement is designed to prevent deception and ensure consumers understand who—or what—they are communicating with.
The policy also seeks to address concerns over misinformation, privacy and the ethical use of AI. As businesses increasingly rely on generative AI to produce text, images, audio and video, regulators are pushing for greater transparency to help users distinguish between human-created and AI-generated content. Experts say such measures are becoming increasingly important as AI systems become more sophisticated and harder to identify.
For businesses, compliance will likely involve updating customer-facing platforms with clear notices indicating when AI is being used. Companies may also need to establish governance frameworks to ensure AI-generated content is reviewed where necessary and that automated systems operate fairly and responsibly.
The move aligns Kenya with a growing international trend toward AI transparency. Similar rules have emerged in other jurisdictions, particularly in the European Union, where AI providers are required to notify users when they are interacting with AI systems and label certain AI-generated content. Policymakers argue that transparency helps reduce manipulation, strengthens consumer confidence and encourages responsible innovation.
Kenya has already introduced AI-related obligations in its updated media regulatory framework. The Code of Media Practice requires media organisations to disclose whenever AI has been used to create, modify or edit editorial materials such as images and videos. It also mandates human oversight of AI-assisted content and prohibits the unauthorised cloning of an individual’s voice or likeness without informed consent, except where permitted by law.
Industry observers believe the new disclosure requirements could enhance consumer trust while encouraging responsible AI adoption across the private and public sectors. Although businesses may face additional compliance costs, many experts argue that openness about AI use is essential for maintaining confidence in digital services.
As AI continues to transform how organisations deliver services, Kenya’s proposed disclosure policy signals the country’s commitment to balancing technological innovation with ethical safeguards, ensuring that citizens remain informed whenever artificial intelligence plays a role in their interactions.
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