The EU AI Act, one year on: 37% of UK marketers have dramatically changed their AI approach

Almost half also believe their use of AI is more ethical since the introduction of the Act

LONDON, UK, 28 August 2025 — One year since the introduction of the European Union’s AI Act, new research from SAP Emarsys shows that more than a third (37%) of UK marketers have dramatically changed their approach to AI. 

Designed to ensure safe and transparent AI, the EU AI Act has increased scrutiny around data use and governance. Nearly half of UK marketers (44%) say their use of AI has become more ethical, 46% report a better understanding of AI ethics, and 48% claim full compliance with the AI Act.

While the Act has brought much-needed clarity, it has also sparked debate across Europe. In fast-moving sectors like retail and marketing, some fear that rigid or overly complex frameworks could slow innovation. More than a quarter (28%) of marketers worry the AI Act may restrict creative experimentation.

This tension reflects a wider industry conversation: how to balance regulatory responsibility with agility. The findings show the AI Act is already reshaping how AI is used and governed in marketing. And although over a quarter (28%) harbour concerns that the regulation will mark the end of innovation in marketing, the regulation is undeniably making its mark, at a time when the majority (90%) of retail marketers are now using AI in some form.

As SAP CEO Christian Klein recently noted in The Economist, Europe must apply “smart regulation that governs outcomes, not ideas” to truly unlock the potential of AI. SAP Emarsys echoes this call for clarity and balance, empowering marketers to innovate responsibly, maintain control over their data, and achieve measurable outcomes that align with both ethical standards and business goals. 

By embedding responsible AI into its platform, SAP Emarsys partners with brands like PUMA to deliver personalised, omnichannel experiences that are both compliant and customer centric. Its solutions, from predictive segmentation to AI-powered product recommendations and automated content generation, are designed to meet regulatory requirements while still providing the best possible customer experience.

“The EU AI Act has clearly sparked real change, and we’re seeing that translate into more ethical, transparent practices, comments Dr Stefan Wenzell, Chief Product Officer at SAP Emarsys. But regulation must strike a balance – protecting consumers without slowing innovation. At SAP Emarsys, we believe responsible AI is about building trust through clarity, relevance, and smart data use. 

“The AI Act gives marketers a chance to reset and embed AI with greater intention, but it’s vital that regulation continues to support agility and experimentation, especially in early development. That’s how we accelerate innovation that’s both effective and ethical and ultimately, drive better outcomes for businesses and their customers.”

Read the full AI in Retail report here.