AI Act Compliance for Marketing and Market Research: Navigating Risk and Regulation

Gain the knowledge and confidence to assess, manage, and oversee AI systems in line with the EU AI Act, before enforcement begins.

The EU AI Act introduces a new era of regulation for artificial intelligence across the EU, and perhaps the world, and its impact on marketing and market research is profound. This focused, expert-led session gives professionals the tools to understand how the AI Act applies to common industry use cases: from audience profiling and sentiment analysis to the deployment of generative AI (GPAI) tools. You will learn how to identify AI systems in your workflow, implement AI literacy strategies, conduct risk classification, assess third-party AI vendors. In general, you will learn how to embed compliance-by-design into your marketing and research strategies.

Tailored for marketing professionals, the course demystifies the legal requirements and puts practical application at the forefront through case studies, interactive exercises, and real-world examples. You will explore how to future-proof your organisation’s use of AI while staying on the right side of innovation and regulation. Whether you are deploying AI internally or considering third-party AI vendors, this course ensures you are ready for what’s next.

Learning Outcomes

By the end of the course, you will be able to:

• Identify AI systems, generative AI models, prohibited, limited-risk and high-risk AI applications under the EU AI Act within marketing workflows
• Classify and assess AI-related risks, including for generative AI and profiling tools.
• Navigate the overlap between the AI Act and data protection laws (such as the GDPR)
• Understand key compliance requirements such as transparency, AI literacy, human oversight, and data governance
• Translate legal obligations, such as AI literacy, into practical safeguards and internal policies
• Evaluate vendor and supplier AI tools for regulatory alignment
• Prepare for organisational readiness, including documentation and accountability mechanisms

Who Will Benefit

This course is designed for marketing professionals and data protection or compliance specialists who work with, purchase or supervise AI systems and models. No prior legal training is required, just a responsibility for, or interest in, compliant AI use.

Learning Method

Delivered online, the session includes real-world case studies, expert-led commentary, and interactive exercises to support hands-on learning and critical thinking. Participants are encouraged to bring real questions and use cases from their own practice.

Course Delivery Mode
Online

Trainers biography

• Davide Baldini is a lawyer and Partner at the international law firm ICT Legal Consulting, with extensive experience advising multinational companies and innovative start-ups on AI regulation, data protection, and digital law. He is currently pursuing a double-degree PhD at the Universities of Florence and Maastricht, focusing on algorithmic discrimination and human oversight of AI systems. He regularly provides lectures to professionals and students on EU digital law, drawing from both his consultancy and academic work. Davide combines academic depth with hands-on consultancy, making him a passionate and knowledgeable trainer on the AI Act.
• Federico Gatta is a lawyer and Partner at the international law firm ICT Legal Consulting, providing legal advice on data protection, AI, and data-related regulations, as well as on IT contracts and debt-recovery matters. He manages and develops multijurisdictional data-protection compliance projects for clients including multinational companies, ICT service providers, and major business groups across multiple sectors. He has extensive experience supporting clients in structuring international data transfers, drafting and negotiating data-driven agreements, and ensuring alignment with the evolving digital regulatory landscape.