Slides for the final event of the Start2AIM project of Odisee and Vlaio: short overview of the legal challenges for the use of AI in marketing (automation)

1. Legal vs Marketing
Legal and ethical challenges for
AI in marketing
17 February 2022
1

2. Hive brain creates endless
possibilities...

3. A promised
land of endless
opportunities…
Source: Smart Insights

4. A promised
land of endless
opportunities…
Source: Salesforce

5. Amazon
Personalize
Just a random
example…
Source: VentureBeat

6. But great opportunities come with
great (legal) challenges

7. The classic: Liability
(But less of a marketing related issue)
1

8. (Cyber) Security
2

9. 42%
Of all Belgian
companies was
object of a cyber
attack in 2020
1 in 5
was a ransomware
attack
€ 500.000
Highest known
ransom paid
Belgium scores
worst out of 8
neighbouring
countries for cyber
security
1°
Source: Hiscox (cyber security
insurer), based on a survey from
6.000 Belgian companies

10. Cyber security
audit
Penn testing Training &
awareness
Up to date software
Adequate
security
2FA
Passwords
Encryption Internal
policies
SLA’s
DPA’s
Strong contracts
Insurance

11. Privacy & Data Protection
3

12. High fines &
High
reputational
damage...
Data Subject
Rights
Basic
Principles of
GDPR
EU as the
world hub of
data
protection
Personal
Identifiable
Information

13. DPIA DTIA DPA’s Data subject rights
GDPR Basics
Data
Protection
by Design
Data
Protection by
Default
Data Breach
readiness
Accountability

14. Ethics & transparency
4

15. Title Title
EU as ethical AI hub for the
world
Work in progress
2022 to 2024?
Entry delay 2 years
Final content unclear
But be prepared
Similar set-up as GDPR
“Risk based approach”
3 Categories
Prior Risk Assessments
Notification obligations
Transparency
(Cyber) security
Draft EU AI
Regulation

16. Always be in control

17. What do you mean, be in control?
I’ll better write this down...
Think and plan before you act
Choose the right partners
Prior AI and GDPR risk assessments
Transparency & ethics
Strong contracts & strong partners
Go for it!

18. And if needed, we can help…

19. Some of our recent work...

20. Questions?
www.siriuslegal.be
bart@siriuslegal.be
+32 486 901 931
+32 485 586 208
linkedin.com/company/sirius-legal-law-firm