TLDR: New research from SAP Emarsys indicates that the European AI Act is significantly influencing global marketing strategies, driving increased AI investment, fostering consumer trust, and establishing new benchmarks for responsible AI use. Marketers are embracing the regulations as a catalyst for innovation and enhanced customer engagement.
The European Union’s landmark AI Act is prompting a significant re-evaluation and shift in global marketing strategies, according to recent research from SAP Emarsys. The legislation, which aims to set a global benchmark for AI regulation, is not only influencing how businesses operate within the EU but is also inspiring broader changes in product development, strategy, and operations worldwide.
SAP Emarsys’s findings highlight a strong trend towards increased AI adoption and investment among marketers. Nearly three-quarters of marketers (72%) are ramping up their year-over-year investment in AI to elevate customer engagement . A separate study found that 74% of marketers view AI as essential for boosting customer engagement in 2024, with 77% planning to increase their AI investment further . This surge in adoption is already yielding results, as 72% of marketers have observed an increase in customer loyalty since integrating AI . Overall, 92% of marketers now utilize AI, with 64% intensifying their efforts to enhance engagement .
The Act’s impact extends to consumer perception and trust. While 70% of UK consumers express concern about marketers using their personal information for AI, over a third are amenable to AI adoption if it improves their customer experience . The EU AI Act is seen as crucial in building this trust, with 71% of marketers believing it will improve consumer confidence in marketing and brands, and 79% stating it will help protect their brands in the future . Consumers are also experiencing the benefits, with 55% finding AI makes shopping easier and 53% finding it faster . However, only 29% of consumers feel brands offer fair value for their data, indicating areas for continued transparency and improvement .
Marketers largely view the EU AI Act as a positive development. A survey of over 250 UK marketers revealed that 72% consider the legislation a significant step towards the responsible use of AI. Furthermore, 84% are confident that the Act will not hinder their ability to innovate . The legislation provides clear guidelines, which many believe will encourage experimentation and stimulate innovation by defining operational boundaries .
Silvana Tagand, Regional Vice President of Revenue for APJ at SAP Emarsys, emphasized the company’s commitment to ethical AI: “Responsible, relevant, and reliable AI innovation has been a cornerstone of SAP Emarsys’ AI heritage for over a decade. We are committed to being a data-driven platform that boosts marketer intelligence to ensure the brands we work with stay head of the competition. Continuing this tradition, we’re relentlessly expanding the capabilities of our time-saving solutions, empowering marketers to foster true loyalty and create winning customer experiences.” SAP Emarsys itself has introduced new AI-infused features, including AI Subject Line Generator, AI Preheader Generator, AI Product Finder, and AI Segment Generator, to support marketers in this evolving landscape .
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The EU AI Act, described as an AI-specific version of GDPR, champions innovation while ensuring robust data protection and ethical standards . It mandates consent for using personal data for AI training, ensures responsible and confidential data handling, and requires transparency and technical documentation for general-purpose AI models . By mitigating risks and ensuring human control, the Act aims to create a safer and more secure environment for AI use, ultimately paving the way for a more secure, reliable, and ethical AI landscape for brands globally .
