Last Month in B2B Marketing

One of our in-house experts provides their view of the month along with some recommended reads and takeaways.

Picture of By Jess Troiano

By Jess Troiano

General Counsel

September 2023 – Navigating the Public and Private AI Regulatory Landscape

The ever-evolving world of B2B marketing has witnessed a rapidly changing regulatory landscape, particularly in the digital and tech spaces. Since the implementation of GDPR in May 2018, the B2B marketing space has been a hotspot for regulatory developments. Privacy shields have risen and fallen, and colossal fines (Meta’s $1.3 billion penalty in May 2023) have set precedents. But that’s not all. This article delves into how the fusion of AI, data protection, and cybersecurity is shaping B2B, and why CMOs should pay attention.

AI, Data Protection, and Cybersecurity: A Triumvirate

The European Union’s Data Protection Supervisor, Wojciech Wiewiórowski, recently stressed the interconnectedness of cybersecurity and data protection. In his article published before the EU’s Cybersecurity Month, he emphasized that “cybersecurity and data protection are inseparable, two sides of the same coin.” Wiewiórowski further underlined the correlation between AI, data protection, and cybersecurity, highlighting the risks posed by generative AI and its potential to threaten individuals and democratic processes. For CMOs in B2B, this underlines the importance of comprehending AI regulation as not just a matter of legal compliance, but also it’s integration to effective and ethical marketing practices. It influences strategy, technology choices, and long-term sustainability, making it a fundamental aspect of modern B2B marketing leadership.

AI Regulations: A State-Level Surge

This year, we’ve seen a surge in proposed state-level AI regulations across the United States, surpassing previous legislative sessions. Notably, ten U.S. states have incorporated AI regulations into comprehensive consumer privacy packages, either already enacted or scheduled to take effect this year. Additionally, numerous states are considering similar legislation. Some states have even proposed the formation of task forces to investigate AI’s implications, with concerns spanning public services like healthcare, insurance, and employment. On the private sector front, Amazon’s recent restriction on self-published books due to AI concerns highlights how AI regulations can affect content marketing and distribution strategies, which are vital for B2B Marketers.

In this era of AI and rapidly evolving regulations, B2B Marketers need to be proactive in understanding the implications for their marketing strategies. From data protection and cybersecurity to state-level AI laws and private sector restrictions, the AI landscape is undergoing a transformation that directly affects marketing practices. Staying informed and adapting to these changes will be crucial to successfully navigate the AI regulatory landscape.

Resources for Further Reading:

  • Amazon sets a daily limit on self-published books: Read here.
Contact us if you’d like to learn more about AI and its rapidly evolving regulations.
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