Before an AI system reaches European users, a provider established outside the Union needs a name and an address inside it. We break down the Article 22 obligation, when it applies, and what appointing a representative actually commits you to.

General-purpose AI models carry their own layer of obligations. We set out what changes for GPAI providers, where representation fits, and why documentation continuity matters more as capability scales.

Not every “EU representative” can withstand an inspection. We explain the difference between a forwarding address and a formal legal entity that holds documentation and answers to authorities on your behalf.