Data-driven marketing has blurred the lines between the traditional separation of “business” and “consumer” – advertisements are consumed on personal devices, work laptops, and household tablets and data is processed on a massive scale. The ability to link, infer resolve identity, and increase scale is now the cornerstone of marketing. The emergence of new technologies has fueled marketers’ heavy reliance on interpreting and leveraging this influx in data. The revolution (or evolution) of Artificial Intelligence in marketing is exciting but also daunting as it has opened the floodgates for conjecture, debate, speculation, and fearmongering that hasn’t been seen since the heady days of GDPR. The EU Parliament just introduced the World’s First AI Act, where OpenAI, the maker of ChatGPT, is being targeted for potential GDPR non-compliance. While not every B2B company creates generative AI tools, many are using them in their marketing. This a very present example of why your data privacy strategy needs to be continuously managed and upgraded to get out in front of new regulations and market shifts.
But, how? Start with the guidance below that falls within three categories: transparency, data governance, and accountability.