The Digital Markets Act (DMA) came into effect on 1 November 2022 and focuses on regulating fair competition and consumer choice in the digital economy. The legislation defines gatekeepers as providers of core platform services and imposes specific obligations, including an independent audit on companies designated as gatekeepers. The DMA will be enforced from February/March 2024 and failure to comply could result in fines of up to 10% of the company’s total worldwide annual turnover. The DMA, in combination with the Digital Services Act (DSA) and the EU AI Act, is set to make digital technologies safer for users and companies will struggle to find loopholes to avoid doing their due diligence. The DMA is anticipated to set a global precedent, and regulation like this will soon mean that AI around the world is deployed more transparently and with greater accountability.