UK marketers shift AI strategies as EU regulation prompts change
New research published by SAP Emarsys indicates that more than a third of UK marketers have made significant changes to their approach to artificial intelligence one year after the introduction of the European Union's AI Act.
Changing AI practices
The survey, conducted by Opinium and involving 250 UK marketers, found that 37% have dramatically shifted how they engage with AI in their campaigns and activities. This shift comes as the regulatory landscape around artificial intelligence in Europe aims to boost transparency, ethical conduct, and accountability in AI systems.
According to the findings, nearly half (44%) of respondents believe that their use of AI has become more ethical since the implementation of the Act. In addition, 46% reported a better understanding of AI ethics, while 48% claim that they are now fully compliant with the regulatory requirements consistent with the AI Act.
The study also shows that the majority of marketers in the retail sector - around 90% - now use AI in some form within their operations, highlighting the technology's broad adoption.
Impact on innovation
Despite the push towards ethical and transparent practices, the research reveals concerns about the implications of regulation for innovation. More than a quarter (28%) worry that the AI Act may signal the cessation of innovation within the marketing industry, reflecting broader debates over how regulation might inhibit creative experimentation and agility, especially in data-driven sectors such as retail and marketing.
This perspective emerges as marketing professionals weigh the necessity of regulatory oversight against the potential for it to introduce rigid or overly complex frameworks. The ongoing conversation within the industry revolves around balancing regulatory responsibility and the need for continued innovation agility.
Ethical and responsible AI
SAP Emarsys has promoted a commitment to compliance and responsible innovation through its platform, emphasising features such as predictive segmentation, AI-driven product recommendations, and automatic content generation. These solutions are designed to comply with new regulatory standards while providing effective customer engagement tools.
According to Dr Stefan Wenzell, Chief Product Officer at SAP Emarsys, the regulatory changes have brought about tangible improvements across the sector.
"The EU AI Act has clearly sparked real change, and we're seeing that translate into more ethical, transparent practices, comments Dr Stefan Wenzell, Chief Product Officer at SAP Emarsys. But regulation must strike a balance - protecting consumers without slowing innovation. At SAP Emarsys, we believe responsible AI is about building trust through clarity, relevance, and smart data use."
Wenzell adds:
"The AI Act gives marketers a chance to reset and embed AI with greater intention, but it's vital that regulation continues to support agility and experimentation, especially in early development. That's how we accelerate innovation that's both effective and ethical and ultimately, drive better outcomes for businesses and their customers."
A call for balanced regulation
The discussion reflects recent comments by SAP CEO Christian Klein, who advocated for what he called "smart regulation that governs outcomes, not ideas" in order to maximise the potential of AI initiatives in Europe. Echoing these sentiments, SAP Emarsys encourages ongoing dialogue aimed at ensuring marketers can innovate responsibly, maintain control over data, and pursue measurable objectives that are aligned with both business goals and ethical standards.
The survey's methodology was validated by Opinium, which adheres to the Market Research Society's code of conduct based on ESOMAR principles, and is a member of the British Polling Council.
