Just two months after the European Accessibility Act (EAA) has taken effect, many companies are only now grasping the full scope and impact of the new EU directive. Some retailers are already facing legal repercussions. With its complex and wide-ranging requirements, the regulation leaves many organizations feeling overwhelmed. Could AI be the key to achieving digital accessibility?
Read on to discover when AI-powered tools make sense and how to ensure your online offers are EAA-compliant.
How can AI support digital accessibility?
Artificial intelligence (AI) is a powerful tool for optimizing digital experiences and, when used correctly, can significantly support the creation of accessible online offers. However, AI should not be seen as a stand-alone solution. Not all accessibility criteria or EAA requirements can be fulfilled solely with AI tools, particularly when it comes to intuitive usability, user-friendliness, and meeting the diverse needs of different target groups. That said, AI can effectively assist with specific tasks in accessible and EAA-compliant design, helping organizations save both time and costs.
Where is AI most useful for digital accessibility?
AI can support the efficient implementation of EAA guidelines, particularly in these three areas:
- Content creation: AI can automatically generate alternative texts for images and provide simplified language versions, making digital content more inclusive and easier to understand for broader audiences.
- Automated analysis: AI-powered analysis and accessibility testing tools can scan websites, online shops, and applications for accessibility compliance, identifying issues such as insufficient color contrast, missing alt texts, or problematic HTML structures.
- Transcription & translation: For audio and video content, AI can produce accurate transcripts and subtitles. It also increasingly enables seamless automatic translation of text and multimedia content into multiple languages.
FAQ: Questions & answers about the European Accessibility Act (EAA)
In France, legal action has been taken against four major retailers for the first time in Europe since the EAA has taken effect. Similar lawsuits and warnings are emerging across other EU countries. Our fact sheet explains which technical standards businesses must meet and when exceptions may apply.
AI assistants, ChatGPT and more: A plus for digital accessibility?
AI-powered tools such as voice control, chatbots, and large language models (LLMs) like ChatGPT already enhance accessible communication in multiple ways, making it easier to interact with digital services. They can simplify complex content, tailor information to specific target groups, and support users with diverse needs. However, true accessibility requires that these AI tools be designed inclusively from the outset. This means not only adapting user interfaces but also ensuring that underlying systems and training data meet accessibility standards. Otherwise, AI solutions can potentially create new barriers, for example, by generating unclear responses or being difficult to operate via keyboard.
Avoiding pitfalls: When can AI hinder digital accessibility?
If AI models are not trained to address the needs of diverse user groups, they might overlook specific requirements, exclude certain audiences, and even reinforce existing barriers. This also raises ethical concerns, such as the potential for biased or discriminatory outcomes. Moreover, AI tools and automated systems are not infallible: They can produce inaccurate, irrelevant, or misleading information, use inappropriate wording, or fail to capture important contextual information within complex content – all of which can negatively impact the user experience.
How useful are AI-supported accessibility overlays?
At first glance, accessibility overlays seem like an easy solution for optimizing user interfaces. In practice, however, they often prove counterproductive: AI-powered overlays only make superficial adjustments and fail to address the underlying technical issues. By masking problems instead of fixing them, they can create a false sense of security while fundamental design and structural barriers remain unresolved, ultimately harming the overall user experience.
Furthermore, overlays frequently fall short of meeting users’ actual needs. Many people rely on their own assistive tools, browser configurations, and system settings, which often conflict with overlay functionalities rather than complement them.
How can I ensure that my AI offers are accessible?
To meet EAA requirements, companies should only use AI tools that comply with established accessibility standards such as WCAG and the European standard EN 301 549. Regardless of the products or services offered, it’s essential to ensure that AI solutions are fully compatible with assistive technologies, including screen readers, voice controls, and keyboard navigation. Regular usability testing is crucial for identifying barriers and improving the user experience. Ideally, testing should involve a diverse group of participants with varying needs and abilities to ensure accessibility for all users.
AI and EAA compliance: How to achieve it
Since the European Accessibility Act (EAA) has come into effect, many companies have rushed to implement selective, short-term “ad hoc” measures for digital accessibility. However, these often fall short, as they lack a sustainable and structured approach. To ensure EAA-compliant accessibility with AI, organizations need a holistic, customer-centric strategy implemented step by step:
Start with a comprehensive accessibility audit. AI-powered analysis tools can support and complement manual checks, helping identify technical issues more efficiently.
Use the audit results to make targeted improvements – from programming and UX design to the presentation of content across all digital touchpoints.
Raise awareness and build expertise within your teams. Providing targeted training ensures that accessibility requirements become embedded across all areas of responsibility.
Accessibility is an ongoing process. AI-supported testing tools can streamline monitoring and further development, but human expertise and user-centered testing remain essential to verify that implemented measures are truly effective.
Promising AI trends in digital accessibility
With rapid technological advances, AI is becoming increasingly capable of detecting digital barriers, offering automated solutions, and personalizing content and interfaces to individual user needs. Advanced language models and voice user interfaces, AI-powered image recognition, and video analysis are expected to deliver more accurate results, even for complex tasks like real-time sign language interpretation.
However, it is important to remember that artificial intelligence is not a panacea and cannot single-handedly fulfill all EAA requirements. Its real value emerges when combined with human expertise and a deep understanding of diverse user needs. To unlock its full potential, AI models must be trained and optimized with accessibility in mind right from the outset, ensuring they consider different abilities and contexts. Only then can AI make a lasting contribution to creating a more inclusive digital world.
Written by
Alexandra Gurtner
UX Designer / UX Researcher
valantic
As a CX consultant with a focus on user experience and accessibility, Alexandra develops user-centered, accessible products and services. Her work bridges the gap between diverse user needs and business objectives, ensuring seamless integration across all touchpoints of the customer journey. Her mission: to create holistic, inclusive solutions that inspire users and deliver lasting value.
Let's talk!
Are you still looking for the right levers to meet EAA requirements and deliver impressive accessible online experiences?
Turn your vision into reality: Female Digital Impact