A. Guttmann
Research Lead covering media
Artificial intelligence (AI) in marketing in Europe - statistics & facts
The European Union has adopted the Artificial Intelligence Act (AI Act) in an attempt to mitigate risks posed by the looming proliferation of generative AI. The legislation entered into force on August 1, 2024, and regulates the usage of AI in a professional context. Various AI applications are classified based on the risk they pose to individuals. Early industry analyses estimate that most marketing activities will fall into the minimal-risk or limited-risk categories and will not be strongly regulated. On the other hand, the law will harmonize AI regulation in EU member states and will make AI-based cross-border marketing and advertising activities significantly easier.
