In an era marked by intensifying US-China rivalry over artificial intelligence, the European Union seeks to position itself as a global regulatory power by advancing a human-centric model of AI governance. This article examines the EU’s emerging regulatory framework – most notably the Artificial Intelligence Act – as a potential normative and geopolitical instrument. Drawing on theories of normative power, regulatory internationalism, and global governance, the paper explores the extent to which the EU may influence global technological standards through legal and institutional mechanisms. Through comparative policy analysis and selected empirical case studies, it argues that although Europe lacks the technological scale of the United States or China, its evolving regulatory approach appears to offer an alternative trajectory in global AI governance, oriented toward ethics, human rights, and democratic values.
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