The official entry into force of the EU’s AI Act has brought forth a new regulatory reality, for the development and application of Artificial Intelligence technologies, within the jurisdictions of Europe. With a strong focus on the transparent and explainable character of these systems, the AI Act adopts a risk-based approach that categorizes them based on the possibility of harm they may endanger, for persons and for the general public. This new reality creates newfound challenges for businesses, as they are bound to employ all the more AI technologies within their work, regardless of their scale. And these technologies use data as their fuel; this fuel, though, has the abovementioned strong regulatory framework to conform with, in order for the business utilizing these technologies to be able to profit from them in accordance with the law. Therefore, the analysis of the AI Act’s provisions related to business activity, and especially those regarding the correct and safe collection, processing and exchange of data is of paramount importance for businesses to be able to develop in this new era, as well as to guarantee that this deployment doesn’t intervene with the rights guaranteed to natural persons interacting with these businesses within the European legal order(s). It is this hard balancing that creates a new set of issues around the liability of developers, deployers and users of AI systems, that must be thoroughly and punctually assessed within this new framework and its upcoming legal follow-ups centered especially on liability.