Provider
Under the EU AI Act: whoever develops an AI system or GPAI model and puts it on the market under their own name or trademark.
Provider is the role carrying the heaviest obligations. It is defined by what you do, not what you build: put your own brand on someone else’s model and you can become the provider of that system. Substantially modifying a high-risk system can also transfer provider status to you.
In practice: White-labelling a third-party model as ‘YourCo AI’ can make you the provider.
Plain-English summary of Article 3(3). The binding text is Regulation (EU) 2024/1689.