Deepfakes, facial recognition and existential threat: politicians, watchdogs and the public must confront daunting issues when it comes to regulating artificial intelligence. Tech regulation has a history of lagging the industry, with the the UK's online safety bill and the EU's Digital Services Act only just arriving almost two decades after the launch of Facebook. AI is streaking ahead as well. ChatGPT already has more than 100 million users, the pope is in a puffer jacket and an array of experts have warned that the AI race is getting out of control. But at least the European Union, as is often the case with tech, is making a start with the AI Act.