One Year of the EU AI Act: Implications for UK Marketers
A year after the European Union introduced its landmark AI Act, new research from SAP Emarsys indicates that the impact is already being felt across the UK marketing sector. More than a third of UK marketers (37%) report having changed their approach to AI significantly since the regulation came into force.
How the EU AI Act is Changing AI in Marketing
The EU AI Act, designed to enhance AI safety and transparency, has placed a greater emphasis on data governance and ethical practices. The SAP Emarsys study reveals:
- 44% of UK marketers state their AI use is now more ethical.
- 46% report a stronger understanding of AI ethics.
- 48% claim full compliance with the regulation.
This shift highlights how regulation is shaping AI adoption in marketing, especially in fast-moving sectors like retail.
Balancing Clarity with Creativity
While the Act has provided necessary clarity, challenges remain. Over a quarter of UK marketers (28%) express concern that strict rules could restrict creative experimentation and hinder innovation.
This concern mirrors a broader industry debate: maintaining responsibility and compliance without sacrificing the agility required to test new ideas. The reality is that regulation is emerging at a time when 90% of retail marketers are already utilizing AI, making this balance more crucial than ever.
Why ‘Smart Regulation’ Matters
The CEO of SAP, Christian Klein, recently stated that Europe requires “smart regulation that governs outcomes, not ideas.” SAP Emarsys echoes this sentiment, emphasizing the necessity for frameworks that promote responsible innovation while equipping marketers with the tools to experiment.
For marketers, this means clearer guidelines, improved data control, and the capability to demonstrate measurable business impact without stifling creativity.
Responsible AI in Retail Marketing
SAP Emarsys has incorporated responsible AI into its platform, collaborating with global brands like PUMA to provide personalized, omnichannel experiences that comply with regulations while driving growth.
Its AI-driven solutions encompass:
- Predictive segmentation for more targeted campaigns.
- Product recommendations powered by AI.
- Automated content generation designed with compliance in mind.
These tools assist retail marketers in staying compliant with the EU AI Act while still delivering relevant, customer-centric experiences.
Building Trust Through Responsible AI
Dr. Stefan Wenzell, Chief Product Officer at SAP Emarsys, remarked:
“The EU AI Act has clearly sparked real change, and we’re witnessing more ethical, transparent practices. However, regulation must strike a balance — protecting consumers without hindering innovation. At SAP Emarsys, we believe responsible AI is about building trust through clarity, relevance, and smart data use.”
“The AI Act offers marketers a chance to reset and integrate AI with greater intention, but it’s essential that regulation continues to support agility and experimentation. This is how we can accelerate innovation that is both effective and ethical, ultimately delivering better outcomes for businesses and their customers.”
