A year after the European Union introduced its landmark AI Act, new research from SAP Emarsys shows its impact is already being felt across the UK marketing sector. More than a third of UK marketers (37%) say they’ve changed their approach to AI significantly since the regulation came into force.
How the EU AI Act is Changing AI in Marketing
The EU AI Act, designed to make AI safer and more transparent, has placed greater focus on data governance and ethical practices. The SAP Emarsys study found:
- 44% of UK marketers say their AI use is now more ethical
- 46% report a stronger understanding of AI ethics
- 48% claim full compliance with the regulation
This shift highlights how regulation is shaping AI adoption in marketing, particularly in fast-moving industries such as retail.
Balancing Clarity with Creativity
While the Act has created much-needed clarity, it’s not without challenges. Over a quarter of UK marketers (28%) worry that strict rules could restrict creative experimentation and slow down innovation.
This concern reflects a wider industry debate: how to maintain responsibility and compliance without losing the agility needed to test new ideas. The reality is that regulation is arriving at a time when 90% of retail marketers are already using AI, making this balance more critical than ever.
Why ‘Smart Regulation’ Matters
SAP CEO Christian Klein recently told The Economist that Europe needs “smart regulation that governs outcomes, not ideas.” SAP Emarsys supports that view, stressing the need for frameworks that encourage responsible innovation while still giving marketers the tools to experiment.
For marketers, this means clearer guardrails, better control of data, and the ability to show measurable business impact without stifling creativity.
Responsible AI in Retail Marketing
SAP Emarsys has embedded responsible AI into its platform, working with global brands such as PUMA to deliver personalised, omnichannel experiences that comply with regulation while still driving growth.
Its AI-driven solutions include:
- Predictive segmentation for more targeted campaigns
- Product recommendations powered by AI
- Automated content generation designed with compliance in mind
These tools help retail marketers stay compliant with the EU AI Act while still delivering relevant, customer-centric experiences.
Building Trust Through Responsible AI
Dr Stefan Wenzell, Chief Product Officer at SAP Emarsys, said:
“The EU AI Act has clearly sparked real change, and we’re seeing that translate into more ethical, transparent practices. 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.
“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. That’s how we accelerate innovation that’s both effective and ethical — and ultimately deliver better outcomes for businesses and their customers.”