The European Commission recently announced its proposal for the regulation of artificial intelligence, looking to ban "unacceptable" uses of artificial intelligence. Up until now, the challenges for businesses getting AI'wrong' were bad press, reputation damage, loss of trust and market share, and most importantly for sensitive applications, harm to individuals. But with these new rules, two new consequences are arising: plain interdiction of certain AI systems, and GDPR-like fines. While for now this is only proposed for the EU, the definitions and principles set out may have wider-reaching implications, not only on how AI is perceived but also on how businesses should handle and work with AI. The new regulation sets four levels of risk: unacceptable, high, low, minimum, with HR AI systems sitting in the "High Risk" category.