Published on:
July 1, 2025
In June 2025, the EU finalized the AI Act, establishing the world’s first comprehensive legal framework for AI in marketing.
- Why It MattersRegulators now require companies to disclose, document, and govern AI use. Fines can reach €35 million.
- What It Requires
- Disclosure of when AI assists in content creation or recommendations.
- Consent for profiling or automated decision-making.
- Audit trails that prove compliance.
- B2B Use CasesMarketers must disclose AI-generated proposals, nurture emails, and chatbots.
- Strategic Considerations
- Train teams on consent management and AI workflows.
- Update privacy policies and website disclaimers.
- Vet vendors and platforms for compliance readiness.
- Risks
- Severe financial penalties.
- Loss of buyer trust.
- Reputational damage from perceived opacity.
ConclusionTransparency is no longer optional. It’s your license to operate in the AI era.
