UK marketers throw their support behind the EU AI Act

Nearly three-quarters (72%) of UK marketers support the European Union’s new AI Act, saying it represents a significant step towards the responsible use of Artificial Intelligence. That’s according to new research from AI-powered customer engagement platform, SAP Emarsys.

The new research, released to coincide with SAP Emarsys’ new AI Product Finder tool, surveyed over 250 UK marketers on their attitudes towards the new regulation – passed last month by the European Union.

According to the data, 79% of marketers believe the new act will help protect both their brands and their customers from the unethical use of AI. Many (71%) go further, saying it will also protect society as a whole from the unintended consequences of AI.

While many perceived the new act as purely European legislation, SAP Emarsys’ data suggests that marketers are anticipating a much wider impact, with 75% agreeing that the new rules will have global influence on brands. As Stefan Wenzel, CPO at SAP Emarsys, explains in his latest blog post:

“EU regulations invariably set a global standard due to the difficulty for multinational organisations to sidestep compliance with EU laws. Given the EU’s influence, often led by Germany’s already stringent regulatory framework, the EU AI Act is poised to become a global benchmark. The implications of the act extend far beyond the EU, and adherence to these regulations will become essential to global business operations.”

While there have been criticisms of the act for potentially stifling AI-powered innovation, marketers disagree. Four out of five (84%) say they are confident that the EU AI Act won’t hinder their ability to innovate.

In fact, 71% believe it will actually increase consumer trust in brands, while 69% think those associated with the act will enhance their brand’s reputation in the eyes of consumers. Long-term, 71% also think the new regulations will improve customer loyalty towards brands that use AI for marketing.

This said, 38% are worried that the potential punishments for non-compliance could be too harsh. And yet, 58% say that the act could go further in future in terms of its scope and remit for controlling the use of AI.

Following a long heritage of building AI-powered products, SAP Emarsys has been quick to reaffirm its own commitment to the EU AI Act. As Joanna Milliken, CEO, said: “Customer privacy and trust are at the heart of all our AI developments. In our latest AI focus group, several leading brands outlined their concerns about data use and AI in marketing. Our continued research shows consumers and marketers have similar concerns. SAP Emarsys has responded with our commitment to uphold the highest standards of effective, efficient data privacy and voice our support for the EU AI Act. We are committed to a relevant, reliable and responsible approach to AI, which is giving marketers the freedom to innovate and re-imagine what is possible in this new era of marketing.”