The AI Act and Marketing Content

On August 1, 2024, the European regulation on artificial intelligence entered into force. The AI Act is the first comprehensive legislative framework governing the development, the placing on the market, and the use of AI systems within the European Union.

The AI Act does not target marketing content directly, but it will undoubtedly influence it strongly.

More transparency

If texts and images generated by AI for advertising remain unrestricted, the rise in labeling requirements is shaping a new expectation: consumers want to know when they are interacting with an AI.

This shift should push brands to play the transparency card.

More creativity

The proliferation of AI-generated content risks saturating the market. To capture attention, companies will have to optimize their content for generative engines (GEO), but also — and above all — bet on authenticity and originality that come from human beings.

Human creativity therefore becomes a strategic asset again. Originality, storytelling, and emotion will be the keys to standing out.

More reliability

If the AI Act does not limit the creation of advertising, it indirectly pushes toward marketing that is more responsible and more distinctive.

The traceability imposed by the AI Act will favor reliable sources, which makes the development of expert, well-documented content crucial.

Rather than seeing the AI Act as a constraint, brands should see it as an opportunity: that of marketing that is more transparent, authentic, and creative.