THE EU AI ACT
So you’re probably hearing a lot about the EU AI Act.
But what is it - and what does it mean for businesses and Marketing teams using AI?
The EU AI Act is the European Union’s first comprehensive legal framework for artificial intelligence. Rather than treating every AI system in the same way, it takes a risk-based approach, meaning the rules depend on the level of risk an AI system presents.
So, How Does the EU AI Act Work?
AI systems are broadly categorised according to their level of risk.
Unacceptable risk
These are AI practices considered to pose an unacceptable threat to people’s rights or safety. One example is biometric identification in public spaces.
High risk
These are AI systems that can have a significant impact on people, such as certain AI tools used for recruitment or CV screening. These systems are subject to much stricter requirements around testing, monitoring, data and human oversight.
Limited risk
This is the category that is particularly relevant to many businesses and marketing teams. It covers AI systems where transparency is important, including certain chatbots, deepfakes and AI-generated or manipulated content.
And this is where things start to get interesting for marketing.
What does the EU AI Act mean for marketing?
AI is already being used across the marketing industry from generating images and video to writing copy, creating chatbots and helping teams produce content at scale.
The EU AI Act doesn't mean marketers have to stop using AI.
Instead, transparency becomes increasingly important.
Under the transparency obligations that began applying on 2 August 2026, people must be informed when they are directly interacting with certain AI systems, while specific AI-generated or manipulated content must be marked or clearly disclosed depending on the circumstances.
For marketing teams, this means thinking carefully about how AI is being used in campaigns.
Does this mean you can't use AI in your marketing?
Not at all.
In fact, the AI Act isn't about stopping businesses from using AI. It's about making its use more transparent and responsible.
AI can still be an incredibly useful tool for brainstorming, content creation, editing, research and campaign development. The important thing is understanding where AI is being used, what obligations apply, and where human judgement needs to remain in control.
And this is likely to become an increasingly important part of how marketing teams work.
The takeaway?
Don't be afraid of AI. Just don't hide it.
As AI becomes a bigger part of the creative process, transparency, human oversight and responsible use will become just as important as creativity itself.
