The growing adoption of Artificial Intelligence (AI) across various sectors has accelerated the need for companies to establish a framework of rules that ensures the ethical, safe, and transparent use of AI. In this context, the new AI Act proposed by the European Union marks a key milestone in tech regulation, aiming to balance innovation with the protection of fundamental rights. This legislation not only defines the limits and responsibilities in the development of AI systems, but also introduces direct implications for marketing strategies, data collection, and consumer interaction.
Companies that use AI in advertising campaigns, behavioral analysis, or content personalization will need to adapt to new criteria regarding transparency, traceability, and risk assessment. This represents a significant shift in how commercial strategies are designed and executed, especially in sectors where automated data processing is intensive.
At the same time, the law presents both challenges and opportunities: on one hand, it requires regulatory and technological adaptation efforts; on the other, it provides a clearer framework that can strengthen consumer trust and promote fairer competition. In this new landscape, marketing professionals will need to rethink their practices, incorporating ethical and legal standards in the use of AI-based tools, while also leveraging their potential to deliver more relevant and responsible experiences.
Moreover, regulation takes on special importance in a global context where the massive use of data and automated decision-making can have a significant impact not only on markets, but also on society. For this reason, understanding the key aspects of this law is essential for building a marketing strategy that aligns with the values promoted by responsible digital transformation.
In this podcast, we speak with Paula Ortiz, Co-founder and CEO of Legal School, to understand how the Artificial Intelligence Act will need to become part of the operations of companies in each EU member state.
Ortiz is the Co-founder and CEO of Legal School, a law school for the digital age that aims to revolutionize legal education. As a lawyer, she brings over two decades of experience in digital regulation, advertising, and data protection. She has advised the Spanish Data Protection Agency, represented Spain in international forums, and led the legal and institutional department of IAB Spain for over a decade. She also teaches at institutions such as IE, ISDI, Deusto, and ICADE. Her sessions always have a practical approach, connecting law with innovation and business.
Her career has earned her a place in the ranking of top Digital Law professors from 2019 to 2023, as well as inclusion in the guide of leading women in the Spanish business ecosystem.
What can you expect to hear in this podcast?
- The current status of the Artificial Intelligence Act.
- The oversight of the AI Act through its State Agency for AI Supervision.
- Ethical alternatives to measure engagement without analyzing facial expressions or voice tone.
- The implications of the ban on subliminal techniques in neuromarketing strategies.
- Opportunities to create a ban on third-party cookies combined with the AI Act in the development of targeting models.
We look forward to having you join us on Digital Talks by t2ó ONE! The episode is now available on our Spotify, Apple Podcast, YouTube, and iVoox channels. 🎧
If you enjoyed this episode and found it interesting for your business, make sure to check out the other episodes! You’ll learn from and with the best! 🤓
