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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 in March 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 noncompliance 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 .” �