CompliQuest

Course Overview

Marketing teams are quick to adopt AI for segmentation and personalized campaigns, but without a strong grasp of privacy law, these innovations can spark serious compliance problems. The EU AI Act and GDPR require organisations to train staff
on responsible AI use, and this course translates those rules into plain language for marketers. 

You will explore the high-risk practices that get brands into trouble, such as feeding customer lists into AI email tools without consent, profiling shoppers into categories like “sports fan” or “luxury buyer” without informing them, and outsourcing newsletter generation to external AI providers without a proper data processing agreement or security check. 

Through practical scenarios, you’ll see how failing to explain data use, obtain lawful grounds, or vet third-party tools can expose you to fines and erode customer trust. The course then equips you with practical strategies to harness AI’s marketing power while respecting privacy. 

You’ll learn how to draft clear privacy notices that explain what data is collected, why it’s used, and how long it’s kept; how to obtain and manage consent where required; how to conduct privacy impact assessments for profiling and behavioural tracking, and how to anonymise or pseudonymise data before sharing it with external platforms. We’ll also cover how to negotiate and document data processing agreements with vendors, as well as how the AI Act interacts with GDPR principles such as transparency, accountability, and data minimization.

By the end of this course, you’ll be ready to run personalised campaigns, build audiences, and analyse customer behaviour using AI, all while maintaining compliance and strengthening your brand’s reputation.

Who Is This For?

This course is ideal for marketing professionals and teams who use AI tools in their day-to-day activities and manage customer data, including:

1. Marketing Managers & Specialists – Ensuring responsible AI-driven campaigns and effective privacy compliance.
2. Digital Marketing Professionals – Safely using AI to personalise content, emails, and customer experiences.
3. Event & Campaign Coordinators – Responsible for processing customer and audience data when using AI in events or promotions.
4. Marketing Compliance & Privacy Officers – Identifying privacy risks and managing AI-related compliance in marketing practices.

Modules

• AI Literacy in the Marketing Department – Gain foundational knowledge about responsibly using AI tools in marketing, while protecting customer privacy and ensuring compliance with data protection regulations.