learn-ai-governance-with-phoebe / Leader session 3 of 6
Learn AI Governance with Phoebe · Leader track · Session 3 of 6

Who must do what, and when

Being in scope and high-risk is only half the picture. The EU AI Act assigns duties by role - the company that built the system carries a very different load from the one that merely uses it - and it phases those duties in over years, not all at once. This session gives you the supply chain of roles, the one that costs the most, and the application-date timeline you must plan against - including the live amendment that may move the biggest deadline.

🟡 Medium Leaders: C-level · boards · AI leads No jargon 45 min
0-3 · Welcome 3-20 · Concepts 20-40 · Exercises 40-45 · Q&A
Part 0

Role and date, before programme

Sessions 1 and 2 told you which systems are in scope and which are high-risk. Two questions remain before you can plan a single piece of work: what is your role for each system, and when does the clock actually run out? Role decides how much of the compliance burden lands on you versus a partner. The timeline decides how much runway you have. Leaders who answer these two wrongly either do a supplier's work for free or discover a deadline the quarter it lands. This session settles both, and flags a live amendment that could shift the biggest date.

Read this first Educational, not legal advice. The EU AI Act timeline is under live amendment (the "Digital Omnibus") and roles can be reassigned by contract or by how a system is modified. Verify against the Regulation and get proper advice before you rely on any date or role here.
Live - presented in session Self-study - read after class ★ Try it now prompt Sources covered at the end
★ What you walk out with today The five roles and the one-line duty of each, why the provider of a high-risk system carries the heaviest load, why a Singapore firm selling into the EU is usually the provider, the phased application-date timeline, and the live delay you should plan around.
Part 1 · covers the roles in the chain

The roles 9 min live

The Act sees AI moving along a supply chain, and it gives each link a name and a set of duties. The names matter because the obligations - and the fines - attach to the role, not to the company in general. Get your role right for each system and you know exactly which duties are yours.

PROVIDER builds it · heaviest load IMPORTER brings it into the EU DISTRIBUTOR makes it available DEPLOYER uses it · lighter duties AUTHORISED REPRESENTATIVE the EU point of contact for a non-EU provider The provider carries the most. A SG firm selling its own AI into the EU is usually the provider.
🔍 Click to zoom - the roles in the AI supply chain
RoleOne lineKey duty
ProviderDevelops it and puts it out under its own name (Art 3, 16)The full high-risk programme - heaviest load
DeployerUses the system under its own authority (Art 3, 26)Use as instructed, keep human oversight, monitor
ImporterEU-established, brings a non-EU provider's system in (Art 23)Check the provider did the conformity work
DistributorMakes the system available down the chain (Art 24)Verify markings and documentation are present
Authorised repEU point of contact for a non-EU provider (Art 22, 25)Hold documentation, liaise with authorities
LiveWhy the provider carries the most3 min▶

For a high-risk system, the provider (Article 16) owns almost the entire compliance programme:

  • Build and run the risk-management system, ensure data governance and technical documentation, keep logs, design human oversight, and hit accuracy and robustness targets.
  • Put the system through a conformity assessment, apply CE marking, and register it in the EU database before it goes to market.
  • Set up a quality-management system and a post-market monitoring process, and report serious incidents.

The deployer (Article 26), by contrast, has a lighter and more operational set of duties: use the system according to the provider's instructions, assign competent human oversight, monitor how it performs, and keep the logs it generates. Real, but a fraction of the provider's load.

LiveThe Singapore firm is usually the provider3 min▶

A Singapore company that builds an AI product and sells it into the EU under its own brand is the provider - the role with the heaviest obligations - even with no office in Europe. That surprises leaders who assume a distant vendor escapes the burden. It does not; the burden follows the system.

  • A customer in the EU who buys and uses that system is the deployer, with its own lighter duties.
  • Because the provider sits outside the EU, the Act generally requires it to appoint an authorised representative inside the EU as a point of contact for regulators.
  • Watch the reassignment trap: if a deployer substantially modifies a high-risk system or puts its own name on it, that deployer can become a provider and inherit the heavy duties.
The pattern that matters Your role is not fixed by your industry - it is fixed by what you do to the system. Build and brand it, you are the provider. Just use it, you are the deployer. Change it materially, you may have just promoted yourself into the heavy role.
Self-studyOne company can hold several roles2 min read▶

It is tempting to think a company is simply "a provider" or "a deployer", but in practice most organisations hold different roles for different systems, and sometimes several roles for a single one. A firm might be the provider of the hiring tool it sells, the deployer of a vendor's customer-service chatbot it runs internally, and the importer of a third system it brings into the EU on someone else's behalf - all at once. This is why the classification work you started in session 1 is per-system, not per-company: there is no single answer to "what is our role", only "what is our role for this system". The practical discipline is to keep a register that names, for every in-scope AI system, both its risk tier and your role, because those two facts together determine the entire set of obligations you carry for it. Do that once and keep it current, and the rest of compliance becomes a matter of executing against a known list rather than rediscovering your exposure each time a regulator or customer asks.

Part 2 · covers the application dates

The timeline 8 min live

The Act did not switch on all at once. It entered into force in 2024 and phases its obligations in over three years, worst-first: the banned practices came early, the heavy high-risk duties come later to give providers time to build. Knowing the dates turns compliance from a panic into a plan.

1 Aug 2024 In force 2 Feb 2025 Prohibitions + AI literacy 2 Aug 2025 GPAI + governance + penalties 2 Aug 2026 Most of the Act + Annex III high-risk 2 Aug 2027 Embedded high-risk Live "Digital Omnibus" amendment may delay high-risk: Annex III to ~2 Dec 2027, Annex I to 2 Aug 2028. Re-verify. Plan to the original dates as your baseline, then adjust if the delay is confirmed. Do not wait for it.
🔍 Click to zoom - the phased application dates, worst-first
LiveThe dates that bind you3 min▶

The Act phases in like this:

  • 1 Aug 2024 - entered into force. The clock starts.
  • 2 Feb 2025 - the prohibited practices become enforceable, and the AI-literacy duty applies. The banned list is live first.
  • 2 Aug 2025 - GPAI model obligations, the governance structure, and the penalty regime apply.
  • 2 Aug 2026 - most of the Act applies, including the Annex III high-risk obligations and the Article 50 transparency duties. This is the big one for most companies.
  • 2 Aug 2027 - the high-risk rules for AI embedded in already-regulated products (Annex I) apply.

The logic is worst-first: the most dangerous uses were shut down earliest, and the heavy high-risk programme lands later so providers have time to build it. For a typical high-risk system, 2 Aug 2026 is the date to plan around.

LiveThe live delay you should track3 min▶

As this course is written, the EU has proposed an amendment package - informally the "Digital Omnibus" - that would push the heaviest deadlines back:

  • Annex III high-risk obligations may move from 2 Aug 2026 to around 2 Dec 2027.
  • Annex I embedded high-risk obligations may move to 2 Aug 2028.
  • The package has also floated adding a ninth prohibited practice to the Article 5 banned list.
Real world

Vantage plans to 2026, watches 2027. Vantage is the provider of a high-risk hiring tool, so its baseline deadline for the full programme is 2 Aug 2026. Its board asked the obvious question: if the delay is coming, why not wait? Because the delay is proposed, not law, and because a German customer already asked for conformity documentation. Vantage plans and builds to the original 2026 date, treats any confirmed delay as breathing room rather than a reason to stop, and keeps a standing item to re-verify the dates before each milestone.

The mindset Treat proposed relief as a bonus, never as a plan. Build to the earliest binding date; if it moves, you are early, not late. And always re-verify the timeline against the current Regulation before you commit to it - this is the one part of the Act most likely to change under you.

Self-studyWhy the dates run worst-first2 min read▶

The staggered timeline is not bureaucratic randomness; it follows a deliberate logic that helps you predict where regulators will focus. The uses the Act judges simply unacceptable - the Article 5 banned practices - were switched off first, only six months after entry into force, because there is nothing to build or phase in: you just stop. The general-purpose model rules and the governance and penalty machinery came next, because the ecosystem needed the enforcement structure and the foundation-model layer settled before the heavy product-level duties landed. The full high-risk programme was given the longest runway because it is genuinely hard to build - a risk-management system, data governance, technical documentation, human oversight, a conformity assessment - and rushing providers into it would have produced paper compliance rather than real safety. For a leader, the practical read is this: enforcement attention tracks the calendar. The banned list is already live and already enforced, so a prohibited use is your most acute exposure today, while the high-risk programme is a build-it-properly project you should be resourcing now against a 2026 or 2027 date. Knowing the order lets you sequence your own work to match the regulator's.

Exercise 1 of 2

Name your role for each system ★ 12 min · pen and paper

Take the in-scope systems from session 1 and pin a role to each.

List each in-scope system and ask the first question: did we build it and put it out under our own name? If yes, you are the provider - the heavy role.

If we merely use a vendor's system under our own authority, you are the deployer. Note it, and note whether you have modified it (which could push you back to provider).

If you are a non-EU provider, flag that you likely need an authorised representative in the EU, and note who that might be.

Build a two-column register: system to the left, tier-and-role to the right. That register is the backbone of everything the rest of the course asks you to do.

★ Your role-check partner (paste into any chat AI)You are helping a leader assign EU AI Act roles. For each AI system I describe, ask whether we built it and put it out under our own name (provider), or merely use it under our own authority (deployer), or bring in / distribute someone else's - and whether we have modified it. Then tell me our role, the one-line key duty, and whether a non-EU provider needs an authorised representative. Educational only, remind me to get advice. My systems: [list them]
Exercise 2 of 2

Place your systems on the timeline ★ 8 min · your next AI review

Turn the dates into deadlines you own.

"Do we run any prohibited practice?" If yes, the deadline already passed (2 Feb 2025) - that is a stop-now item, not a plan-for item.

"Do we provide or use a GPAI model?" Those obligations applied from 2 Aug 2025 - check you are current, not future-planning.

"For each high-risk system, is it standalone (Annex III) or embedded in a regulated product (Annex I)?" That decides 2 Aug 2026 versus 2 Aug 2027.

"What is our earliest binding date, and how much runway is left?" Mark it on the calendar, then note the proposed Digital Omnibus delay beside it as possible relief - and set a reminder to re-verify.

The mindset Role plus date equals your plan. Once every in-scope system has a role and a deadline, compliance stops being abstract dread and becomes a dated to-do list you can staff and fund.
Homework

Before session a4 ◐ 30 min total

★ Questions to ask your AI, legal, and data teams this week
  1. For each in-scope system, are we the provider, the deployer, the importer, or the distributor?
  2. Have we substantially modified or re-branded any vendor system - and could that make us the provider?
  3. As a non-EU provider, do we have an authorised representative in the EU, or do we need one?
  4. What is the binding application date for each of our high-risk systems - 2 Aug 2026 or 2 Aug 2027?
  5. Are we planning to the original dates, and are we tracking the Digital Omnibus delay to re-verify before each milestone?
Source material

Official sources covered

Taught from the primary texts. This page covers:

✓EU AI Act Article 3 (definitions of the roles)Part 1 · provider, deployer, importer, distributor, rep
✓EU AI Act Article 16 + Article 26 (duties)Part 1 · provider load vs deployer duties
✓EU AI Act implementation timeline (+ Digital Omnibus)Part 2 · phased dates + the live proposed delay
Check yourself

Three questions before you go 🎯 ◐ 90 seconds

1 · Vantage builds its AI hiring tool in Singapore and sells it into the EU under its own brand. Its EU AI Act role is...

A company that develops a system and places it on the market under its own name is the provider (Art 3, 16) - the heaviest role - regardless of where it sits. It will also likely need an EU authorised representative.

2 · For most companies, the key deadline when standalone high-risk (Annex III) obligations apply is...

Most of the Act, including the Annex III high-risk obligations and Article 50 transparency duties, applies from 2 Aug 2026. The proposed Digital Omnibus delay may push this to around Dec 2027 - plan to the earlier date.

3 · A deployer buys a high-risk system, then substantially modifies it and puts its own name on it. The likely result is...

Substantially modifying a high-risk system or putting your own name on it can make you the provider, inheriting the full Article 16 programme. Role follows what you do to the system, not your industry.

Leader session 3 cheat sheet · pin this

Five rolesProvider, deployer, importer, distributor, authorised representative. Duties attach to the role.
Provider = heaviestFull high-risk programme + conformity assessment + CE marking + EU registration (Art 16).
Deployer = lighterUse as instructed, keep human oversight, monitor, keep logs (Art 26).
SG firm selling inBuild and brand it, you are the provider - and usually need an EU authorised representative.
Reassignment trapSubstantially modify or re-brand a system and a deployer can become the provider.
TimelineIn force Aug 2024 · prohibitions Feb 2025 · GPAI+penalties Aug 2025 · high-risk Aug 2026 · embedded Aug 2027.
Live delayDigital Omnibus may move Annex III to ~Dec 2027, Annex I to Aug 2028. Re-verify - do not wait.
VantageProvider of a high-risk tool; baseline deadline 2 Aug 2026; plans to it, watches the delay.