Regulatory frameworks for artificial intelligence (AI) are taking shape across Asia-Pacific (APAC), with direct implications for customer experience practitioners in the region. Understanding these frameworks is essential for compliance and strategic planning, particularly when deploying AI tools across multiple markets.
The approaches vary significantly. Some jurisdictions have passed binding legislation, while others have issued voluntary guidance. The following overview examines AI-specific developments in key APAC markets and the areas each framework addresses.
Australia
Industry Minister Tim Ayres and Assistant Minister Andrew Charlton announced the establishment of the Australian AI Safety Institute in November 2025. Operations are expected to commence in early 2026. According to media reports, AUS$29.9m has been committed to the institute.
What it establishes: The Australian AI Safety Institute is intended to be a dedicated institutional body focused on AI safety and risk. It forms part of the International Network for Advanced AI Measurement, Evaluation and Science. In addition, the government released its National AI Plan in December 2025.
Key areas covered: Assessment and evaluation of risks from emerging AI systems; development of testing, measurement, and assurance approaches; coordination between technical evaluation and regulatory oversight.
Japan
Japan passed the Act on Promotion of Research and Development and Utilization of AI-Related Technologies in May 2025, with most provisions taking effect in June 2025 and AI Strategy Headquarters provisions effective from September 2025.
What it establishes: The Act serves as a framework law, establishing the structure for Japan's national AI policy. It creates an AI Strategic Headquarters chaired by the prime minister and calls for an AI Basic Plan to guide AI-related research, development and utilization. To support responsible AI use, the Ministry of Economy, Trade and Industry and Ministry of Internal Affairs and Communications have issued AI Guidelines for Business.
Key areas covered: Government information-gathering related to AI use; investigations where AI systems raise human rights or discrimination concerns; expectations that business operators cooperate with government measures; transparency in appropriate AI development and utilization; national security considerations.
South Korea
The Framework Act on Artificial Intelligence Development and Establishment of Trust Foundation passed in December 2024, was set into legislation in January 2025, and takes effect in January 2026 following a one-year transition period.
What it establishes: The Act creates a comprehensive statutory framework for AI governance, including a national AI committee responsible for developing a three-year AI plan and the establishment of an AI safety research institute.
Key areas covered: Regulation of high-impact AI systems; disclosure and labeling of generative AI and high-impact AI; human oversight requirements; risk management and impact assessments related to fundamental rights; obligations applying to foreign AI providers through designated local representatives.
China
China has AI content labeling rules, much like the EU will have from August 2026. In China, the Measures for Labeling Artificial Intelligence-Generated Content were released in March 2025 and became effective in September 2025.
What it establishes: The measures introduce a formal labeling regime for AI-generated content and assign implementation responsibilities to regulators and distribution platforms.
Key areas covered: Explicit and implicit labeling of AI-generated content; metadata requirements identifying AI origin; platform obligations to detect, flag, and handle synthetic content distributed to the public.
Generative AI services
China also regulates any and all generative AI services available to the public. Issued in July 2023, the Interim Measures on Generative AI Services became effective in August 2023.
What it establishes: The measures create a regulatory framework for generative AI services offered to the public within China, regardless of the provider’s place of incorporation.
Key areas covered: Content controls aligned with national security and public order objectives; security assessments and algorithm filing for services with public opinion or social mobilization attributes; personal information protection, data minimization, and user rights relating to personal data.
Singapore
Singapore has developed voluntary AI governance frameworks rather than binding AI-specific legislation.
What it establishes: The Model AI Governance Framework and related generative AI guidance provide non-binding reference frameworks for responsible AI development and deployment.
Key areas covered: Transparency and accountability in AI systems; fairness and safety considerations; governance of data use across AI life cycles; voluntary benchmarking for organizational AI practices.
Hong Kong
Hong Kong has issued voluntary guidance frameworks rather than AI-specific legislation.
What it establishes: The Ethical Artificial Intelligence Framework and generative AI guidelines provide governance references for public and private sector AI use, alongside personal data protection guidance issued by the Privacy Commissioner for Personal Data.
Key areas covered: Ethical AI principles; governance models for AI deployment; personal data protection in AI systems; guidance on internal and employee use of generative AI tools.
India
India published national AI governance guidance in November 2025 under the Ministry of Electronics and Information Technology, marking a move from strategy and consultation toward formalized AI-specific governance at the national level.
What it establishes: The guidance sets out a national framework for responsible AI development and use, including principles relating to trust, accountability, fairness, safety, and human-centric design. It also outlines institutional arrangements to support AI oversight and coordination across government, industry, and research bodies.
Key areas covered: National AI governance principles; institutional oversight and coordination mechanisms for AI; risk, safety, and accountability considerations for AI systems.
Planned developments: India consulted on draft proposals in late 2025 that would introduce labeling requirements for AI-generated content, particularly in response to misinformation and deepfake risks. These proposals remain under consultation.
Vietnam
Vietnam adopted a national Law on Artificial Intelligence in December 2025, with the law scheduled to take effect in March 2026.
What it establishes: The law introduces a standalone legal framework for AI governance, setting out obligations and oversight mechanisms tied to the development, deployment, and use of AI systems.
Key areas covered: Risk-based classification of AI systems; compliance obligations linked to AI use and impact; state oversight of AI development and deployment.
Association Of Southeast Asian Nations (ASEAN)
ASEAN released the ASEAN Guide on AI Governance and Ethics in February 2024 and launched an expanded generative AI guide in January 2025.
What it establishes: The guides provide a regional policy framework and shared reference point for AI governance across ASEAN member states.
Key areas covered: Identification of common generative AI risks, including inaccurate outputs; deepfakes; intellectual property issues; privacy concerns; and embedded bias.
Additional recent development: ASEAN published a Responsible AI Roadmap in 2025 outlining phased actions and priorities for AI governance across member states through 2030.
Additional key areas covered: Regional implementation pathways for AI governance; alignment of national AI initiatives across ASEAN member states; practical guidance for operationalizing responsible AI principles over time.