AI best practice for marketing
Preparing for the EU AI Act

As AI becomes a cornerstone of digital marketing, the new EU AI Act marks a pivotal shift in how AI technologies will be regulated across sectors. The European Union released the Artificial Intelligence Act on the 12th July this year, with the 2nd August 2026 set as the date for when the majority of its provisions will commence. The Act is focuses on transparency, accountability, and ethical use in particular. For marketing agencies like ours, which leverage AI to enhance creativity and efficiency, it’s essential to understand and align with regulation.

At Revere, we’ve already taken key steps to ensure that our AI usage conforms to evolving standards while simultaneously preserving the human touch that defines our work. In this article, I’ll explore how the EU AI Act impacts marketing operations, and the best practices we – and our clients – can adopt to stay competitive and compliant.

With the following guidelines, agencies can continue to harness the benefits of AI with confidence.

1. Understanding the EU AI Act and its scope

The EU AI Act introduces a comprehensive regulatory framework that categorises AI systems in four risk levels: Unacceptable, High, Limited, and Minimal Risk. As a third-party AI services deployer, marketing agencies might take the view that regulation only applies to the tech providers, and that it is these providers who will need to ensure conformance. But the Act requires transparency, accountability and human oversight over all applications of AI.

For marketing teams, this means ensuring that every AI tool we use to enhance content adheres to ethical standards, protects privacy and maintains visibility and openness. 

2. Committing to transparency in AI-enhanced marketing

Transparency is a foundational pillar of the EU AI Act, especially concerning AI-generated content. Any deep-fake content created by AI must be clearly labelled as such, especially when marketing to EU audiences. This is crucial, not only for legal compliance, but also in sustaining our customers’ trust.

At Revere, we’ve implemented an AI Use Statement as part of our commitment to integrating AI into our services. We approach the adoption of AI in responsible, ethical ways that enhance our services for clients and deliver added value in a competitive world. For example, our team completes ongoing Prompt Engineering and AI best practice training to ensure optimal results, complete visibility and full accountability with content clearly indicated and logged when it is AI-generated. 

The keys here are a consistent and accountable approach that makes it possible to adhere to our objectives while fostering trust and integrity in our relationships with our clients.

3. Human oversight and ethical AI use

Despite the potential of AI to automate, streamline processes and boost efficiency, the EU AI Act insists on human oversight for high-risk systems.

Yes, AI tools are powerful, but they must be guided by human judgment guardrails to avoid unintended bias and error. At Revere, we ensure that every piece of AI-enhanced content undergoes human review and is significantly developed before delivery. We deploy AI’s capabilities to augment, rather than replace, our human value.

This also aligns with our internal policy to empower our people with AI, not as a substitute for their wealth of talents and professional judgment. By maintaining human oversight, we guarantee that AI-generated ideas are refined to reflect our clients' unique voices, values, and industry standards. This approach safeguards quality, ensures our ethical principles are followed, and strengthens brand alignment for our clients.

4. Data privacy and compliance with GDPR

With AI increasingly integrated into content creation and delivery, confidential information is often involved. Data privacy is a priority under both the EU AI Act and GDPR, so marketing agencies must ensure that customer information used in AI-driven activities is handled with the strictest privacy compliance.

At Revere, we’ve implemented a rigorous due diligence process for every AI tool we use. Our AI systems comply with both GDPR  and the UK Data Protection Act, so all sensitive data is anonymised and/or securely processed. Our internal documentation tracks every AI interaction, detailing the data sources, the AI tools used, and the scope of AI involvement to ensure full compliance. Our ambition is always to stay ahead of expectations and regulations – we’re already beginning to evaluate our existing tools to ensure their compliance with the EU AI Act. As new tools enter our stack, we’ll undertake the same reviews.

5. Building a culture of responsible AI use

Successful integration of AI into our work doesn’t stop at compliance. It also requires a company culture that supports responsible AI use. This requires an open, honest environment with clear policies and ongoing training, where ethical concerns can be proactively raised and addressed and operational impact minimised.

At Revere, we’ve put in place comprehensive governance around AI tools. This includes:

• Defined roles and responsibilities: From who has access to which AI tools and what are the limits of AI use within specific deliverables. We’ve also established an AI Mission Group, made up of a full range of skill-sets to support our AI usage drive.
  
  
• Continuous learning and upskilling: We help our employees stay up to date with evolving AI regulations and best practice and encourage everyone to proactively engage in the latest updates and news on AI. Peer-to-peer learning is a core part of our strategy, with passionate individuals acting as AI advocates who share insights on effective AI tool usage while adhering to our set standards.
  
  
• Commitment to sustainability: In line with Revere’s broader goals, we also focus on sustainable AI usage. We train our teams on Prompt Engineering to optimise their AI interactions, reducing unnecessary computing power and lowering our environmental impact.

6. Transparent client communication and collaboration

Transparency doesn’t just apply to our output – it’s also critical in how we communicate the role of AI in our processes to clients. We are open and proactive in sharing details about how AI is used in our delivery. We’re fortunate to work with forward-thinking and collaborative clients who we’ve built trust with over time. So we can bring AI into their day-to-day work, with support and education about our innovative approaches along the way. Our transparency drives client confidence and enables us to deliver ground-breaking yet compliant AI-driven campaigns.

7. Preparing for ongoing changes in AI regulation

The EU AI Act is likely the beginning of a broader regulatory focus on AI. As the legal environment around AI evolves, staying informed and agile will be crucial for agencies and businesses alike. At Revere, we regularly review and update our AI guidelines to reflect the latest changes in both EU and global regulations. We also stay close to the AI service providers we use to ensure their tools remain compliant with legislation.

Stay ahead with ethical, transparent AI practices

Compliance with regulations including the EU AI Act is no longer optional – it’s essential. At Revere, we’re committed to leading the way in responsible AI use, providing our clients with innovative solutions that meet the highest standards of compliance and ethics.